Franchise public relations (PR) is a powerful way for brands to generate visibility, build credibility and support franchise growth. By leveraging PR effectively, brands can establish a consistent presence, generate excitement and build credibility.

“If you are a brand, it doesn't matter if you're small or large,” said Mainland Chief Growth Officer Nick Powills in a recent video. “The value of franchise PR is that it will help establish a drumbeat for your business.” 

Here’s a closer look at how franchise PR can create that drumbeat and drive success.

Starting With Franchisee Signings

PR begins with franchisee signings. Announcements should be shared with two key audiences: the local market where the franchisee will operate and trade publications aligned with the franchisee’s personal or professional background. This dual approach helps establish a supply-and-demand challenge, creating urgency and excitement around franchise opportunities.

“You want to have a supply and demand challenge when it comes to franchising, the fear of missing out,” said Powills, “so that people in that community realize that the amount of territory available is diminishing because someone bought into the franchise.”

Generating Buzz Through Grand Openings

Grand openings are another critical PR opportunity, helping to establish the business as a viable and trusted brand in the local area. Coverage options include business journals, daily media, TV stations, radio, bloggers and influencers.

“Opening now means we're ready for customers, and so it’s twofold” said Powills. “It's to get the community excited about the franchise, which, in turn, will make the franchisee feel like you supported them, which is important. Secondly, it's going to create another supply and demand issue.” 

Highlighting Milestones

Milestone moments, such as a franchisee’s first anniversary, provide further opportunities to generate content and maintain momentum. This can also include quarterly and yearly stories reflecting on the growth your brand has seen. 

“Go to Google News, type in your brand, see what's out there,” said Powills. “If it's not full, then that might mean you have to increase your digital PR story as well as your traditional one, but you should have on a rotation quarterly trade press talking about your growth.”

Regularly highlighting these achievements ensures that both franchisees and the brand stay visible and relevant.

Building the Brand’s Credibility

On the brand level, PR should include quarterly updates to trade publications, showcasing growth and success. National media coverage, such as appearances in Entrepreneur Magazine or other major outlets, adds another layer of credibility. Beyond this, consumer-driven stories — such as product launches, new hires or community initiatives — keep the drumbeat of visibility going strong.

Maximizing Earned Media

To maximize the value of earned media, brands should actively promote their coverage through digital ads and incorporate it into broader marketing campaigns. This ensures that the story reaches the right audiences and has a lasting impact.

“The more that you can create content that's going to find the right people in the markets, the higher opportunity you're going to have to get in front of that audience,” said Powills, “and hopefully push that to a candidate with your brand.”

PR That Works

PR is not just about securing coverage — it’s about making that coverage work. By identifying target audiences, aligning PR efforts with growth goals and ensuring stories are shared widely, brands can create a meaningful and lasting impact.

“I would encourage you to identify who your targets are, where they're going to be from a growth standpoin, and then buy digital ads back to the PR that you already got so you can actually put it into work,” said Powills. “This is your story, and a story is only as good as those that read it. Don't let your story be trees that are falling in the woods.” 

Watch the full video above or on YouTube.