Public relations (PR) is often considered the unsung hero of a franchise brand’s growth strategy. Unlike paid advertising, which guarantees visibility, PR operates on credibility, generating organic exposure that builds trust among potential franchisees. According to top Chicago PR firm Mainland, the key to leveraging PR effectively lies in consistency — what Mainland Founder and Chief Growth Officer Nick Powills, refers to as the "drumbeat."
Powills describes the PR drumbeat as the steady, strategic presence of a brand in the media, creating a sustained level of excitement and awareness. “Have you ever talked with someone and they're like, ‘Man, I see your brand,’ or ‘I see this brand all over the place?’ That’s what you're going for,” Powills said. “PR ends up being one element of it.”
PR, according to Powills, is distinct from advertising. “PR is what you pray for. Advertising is what you pay for,” he said. “This is the praying side, which means we're trying old-school influencer marketing. We're trying to get someone to write or cover or interview your brand.”
Unlike traditional marketing tactics, which rely on paid placements, PR fosters credibility through third-party endorsements. When a reputable publication features a franchise, the message carries more weight, making potential franchisees more likely to trust and consider the opportunity.
Mainland’s data shows that the average potential franchisee spends 6.4 months researching a brand before filling out a lead generation form. During this time, they are actively Googling the brand, scrolling through social media, reading news coverage and evaluating online reviews. If a brand lacks a consistent PR presence, it risks being overshadowed by competitors that do.
“We did a case study with Checkers and Rally's years ago, where we took all the weeks we got press for them, and we aligned it to leads,” Powills said. “It wasn't brain surgery or novel, but the weeks we got press, leads went up. The weeks we didn't, leads went down. And it was a good insight because it showed us that the consistency of press or news or buzz does have impact.”
Franchise sales teams can leverage this earned media coverage in their conversations with leads, further amplifying its impact. By sharing published articles, interviews and news features, brands reinforce their credibility and desirability in the eyes of potential buyers.
For brands looking to establish a steady PR drumbeat, Mainland advises a strategic approach that includes weekly content creation and media engagement.
“How can we have a piece of content in the media or on our website, content-wise, every single week?” Powills said. “It just might take a little bit more planning and some more execution to get that drumbeat going.”
This consistent cadence can include a mix of:
Each of these elements contributes to a franchise brand’s overall visibility, reinforcing its presence in the marketplace.
One of the biggest advantages of PR is its ability to position a brand as a trusted authority through third-party validation. “The power of PR is it's not you saying how great you are — although certainly if you're taking the interview you get that stage to share that message,” Powills said. “But in the eyes/mind of a potential franchisee, when they read news published by reputable reporters and publications, that story, the message, the appeal of the brand/opportunity is magnified — almost listened to more than you putting a message up on your own website.”
By securing media coverage in business journals, newspapers, podcasts and TV segments, franchise brands can reach prospective buyers in an authentic, non-sales-driven manner. This builds credibility in a way that direct advertising can’t replicate.
PR alone does not close deals, but it plays a critical role in the sales process by keeping a brand top-of-mind. “Putting that drumbeat into place now solves what every franchisor is trying to do, which is growth,” Powills said. “And to get to growth, you need to build that noise so that people are consistently thinking about the opportunity of buying into your brand.”
Consistent PR exposure also benefits franchise development teams by providing fresh content to share with leads. Whether through email drip campaigns, social media or direct communication, having regular media placements allows brands to reinforce their messaging and demonstrate ongoing momentum.
“When you build that drumbeat, watch what happens,” Powills said. “Your happiness goes up.”
For franchisors aiming to accelerate growth, PR should not be an afterthought but rather an integral part of their marketing strategy. The top Chicago PR firm Mainland emphasizes that building a steady drumbeat is a long-term investment that pays dividends in brand awareness, credibility and, ultimately, franchise sales.
Ready to transform the way your franchise brand engages with the media? Find out more about Mainland at https://1851franchise.com/mainland.
Mainland
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Consistent public relations coverage builds credibility, keeps brands top-of-mind for franchisees and drives sales by leveraging third-party validation and sustained media presence.
Public relations (PR) is often considered the unsung hero of a franchise brand’s growth strategy. Unlike paid advertising, which guarantees visibility, PR operates on credibility, generating organic exposure that builds trust among potential franchisees. According to top Chicago PR firm Mainland, the key to leveraging PR effectively lies in consistency — what Mainland Founder and Chief Growth Officer Nick Powills, refers to as the "drumbeat."
Powills describes the PR drumbeat as the steady, strategic presence of a brand in the media, creating a sustained level of excitement and awareness. “Have you ever talked with someone and they're like, ‘Man, I see your brand,’ or ‘I see this brand all over the place?’ That’s what you're going for,” Powills said. “PR ends up being one element of it.”
PR, according to Powills, is distinct from advertising. “PR is what you pray for. Advertising is what you pay for,” he said. “This is the praying side, which means we're trying old-school influencer marketing. We're trying to get someone to write or cover or interview your brand.”
Unlike traditional marketing tactics, which rely on paid placements, PR fosters credibility through third-party endorsements. When a reputable publication features a franchise, the message carries more weight, making potential franchisees more likely to trust and consider the opportunity.
Mainland’s data shows that the average potential franchisee spends 6.4 months researching a brand before filling out a lead generation form. During this time, they are actively Googling the brand, scrolling through social media, reading news coverage and evaluating online reviews. If a brand lacks a consistent PR presence, it risks being overshadowed by competitors that do.
“We did a case study with Checkers and Rally's years ago, where we took all the weeks we got press for them, and we aligned it to leads,” Powills said. “It wasn't brain surgery or novel, but the weeks we got press, leads went up. The weeks we didn't, leads went down. And it was a good insight because it showed us that the consistency of press or news or buzz does have impact.”
Franchise sales teams can leverage this earned media coverage in their conversations with leads, further amplifying its impact. By sharing published articles, interviews and news features, brands reinforce their credibility and desirability in the eyes of potential buyers.
For brands looking to establish a steady PR drumbeat, Mainland advises a strategic approach that includes weekly content creation and media engagement.
“How can we have a piece of content in the media or on our website, content-wise, every single week?” Powills said. “It just might take a little bit more planning and some more execution to get that drumbeat going.”
This consistent cadence can include a mix of:
Each of these elements contributes to a franchise brand’s overall visibility, reinforcing its presence in the marketplace.
One of the biggest advantages of PR is its ability to position a brand as a trusted authority through third-party validation. “The power of PR is it's not you saying how great you are — although certainly if you're taking the interview you get that stage to share that message,” Powills said. “But in the eyes/mind of a potential franchisee, when they read news published by reputable reporters and publications, that story, the message, the appeal of the brand/opportunity is magnified — almost listened to more than you putting a message up on your own website.”
By securing media coverage in business journals, newspapers, podcasts and TV segments, franchise brands can reach prospective buyers in an authentic, non-sales-driven manner. This builds credibility in a way that direct advertising can’t replicate.
PR alone does not close deals, but it plays a critical role in the sales process by keeping a brand top-of-mind. “Putting that drumbeat into place now solves what every franchisor is trying to do, which is growth,” Powills said. “And to get to growth, you need to build that noise so that people are consistently thinking about the opportunity of buying into your brand.”
Consistent PR exposure also benefits franchise development teams by providing fresh content to share with leads. Whether through email drip campaigns, social media or direct communication, having regular media placements allows brands to reinforce their messaging and demonstrate ongoing momentum.
“When you build that drumbeat, watch what happens,” Powills said. “Your happiness goes up.”
For franchisors aiming to accelerate growth, PR should not be an afterthought but rather an integral part of their marketing strategy. The top Chicago PR firm Mainland emphasizes that building a steady drumbeat is a long-term investment that pays dividends in brand awareness, credibility and, ultimately, franchise sales.
Ready to transform the way your franchise brand engages with the media? Find out more about Mainland at https://1851franchise.com/mainland.
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