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<a href="https://1851franchise.com/public-relations-service-how-franchise-brands-can-win-with-pr-2728334#stories">Public relations (PR)</a> 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&nbsp;<a href="https://hellomainland.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=top-chicago-pr-firm-mainland-why-the-consistency-of-pr-drumbeat-matters-in-sales-2728636" target="_blank" rel="nofollow">Mainland</a>, the key to leveraging PR effectively lies in consistency — what&nbsp;<a href="https://1851franchise.com/mainland/info">Mainland</a> Founder and Chief Growth Officer&nbsp;<a href="https://www.linkedin.com/in/powills/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=top-chicago-pr-firm-mainland-why-the-consistency-of-pr-drumbeat-matters-in-sales-2728636" target="_blank" rel="nofollow">Nick Powills</a>, refers to as the "drumbeat."<h2>The PR Drumbeat: Creating Market Noise</h2>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.<h2>Why PR Consistency Matters in Franchise Sales</h2>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&nbsp;<a href="https://owncheckersfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=top-chicago-pr-firm-mainland-why-the-consistency-of-pr-drumbeat-matters-in-sales-2728636" target="_blank" rel="nofollow">Checkers and Rally's</a> 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.<h2>Building the Drumbeat: A Structured Approach</h2>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:<ul><li>Trade and national media placements</li><li>Franchise signings and grand opening announcements</li><li>Brand initiatives and community involvement</li><li>Executive thought leadership articles and interviews</li><li>Partnerships and business development updates</li></ul>Each of these elements contributes to a franchise brand’s overall visibility, reinforcing its presence in the marketplace.<h2>Third-Party Validation: The Power of Earned Media</h2>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.<h2>From PR to Growth: Driving Franchise Sales Through Awareness</h2>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.”&nbsp;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&nbsp;<a href="https://1851franchise.com/mainland">https://1851franchise.com/mainland</a>.

Top Chicago PR Firm Mainland Explains Why a Consistent PR Drumbeat Drives Franchise Sales

1851 Franchise

https://www.youtube.com/embed/nFfzs1yQPMA

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.

Top Chicago PR Firm Mainland: Why the Consistency of PR Drumbeat Matters in Sales

This brand page has been paid for by MAINLAND. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

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Franchise buyers have more tools than ever to research brands, and artificial intelligence (AI) is&nbsp;<a href="https://1851franchise.com/goodspark/why-franchise-brands-need-to-rethink-distribution-in-the-ai-era-2732127#featured">quickly becoming one of them</a>.&nbsp;<a href="https://hellomainland.com/">Mainland</a> is already thinking about how that shift could change marketing and public relations moving forward.“You watch the news or listen to the voices of this world, there is some fear over what the future of our job force will be in a world of AI,” said Mainland co-founder&nbsp;<a href="https://www.linkedin.com/in/powills/">Nick Powills</a>. “Rightfully so. Anytime a new technology pops into production, it can raise some concerns for people who don't know how to use it and how to leverage it.”As a franchise PR agency,&nbsp;<a href="https://1851franchise.com/mainland/info">Mainland</a> works at the intersection of storytelling, media and brand visibility. That means understanding not only where media is today, but where it is headed next.“We have to be looking at what is going to evolve and change in that category and in delivery,” Powills said. “One, to make sure we're staying ahead of the curve as a business and, second, to make sure we're staying ahead of the curve for our clients.”<h2>Media Has Changed and PR Is Changing With It</h2>Social media is one of the clearest examples of how fast media can change. In the past, brands relied on newspapers, television and radio to reach audiences. Today, anyone with a phone and a platform can become part of the media conversation.“All of a sudden, we, the people, became the media,” Powills said. “And it's fascinating because it's impacted elections. It reports on breaking news faster than anything else.”&nbsp;That change has directly impacted PR. Traditional media placements still matter, but they are no longer the only path to getting seen. Podcasts, creators, influencers and digital-first storytelling have all become part of the mix. PR has to be built across multiple channels where both people and AI are getting their information.&nbsp;“In the past, it was PR, meaning ‘Let's go get in biz journals and daily newspapers and radio and TV,’” Powills said. “Then comes podcasts, then comes bloggers. And so now the availability of the message continues to heat up.”<h2>AI Is Becoming Part of Franchise Buyer Due Diligence</h2>One of the biggest shifts Mainland is watching is how&nbsp;<a href="https://1851franchise.com/goodspark/ai-franchise-sales-2732234#featured">AI is changing the research process</a> for franchise buyers. Prospective franchisees can now use tools like OpenAI’s ChatGPT, Anthropic’s Claude or Google’s Gemini to ask detailed questions about a franchise before ever submitting an inquiry form.“I can go on to ChatGPT or Claude or Gemini or whatever system I use and I can say, ‘Should I buy this franchise? What are the pros and cons of buying this franchise? Who are their top franchisees?’” Powills said. “What AI is doing is acting as my Wikipedia before buying a business.”&nbsp;As AI becomes part of the research process, brands need to think about how their stories are being found, summarized and presented before a buyer ever reaches out. That means thinking carefully about where their story appears and how AI tools may interpret it.&nbsp;&nbsp;<h2>The Future of PR Is Bigger Than Media Relations</h2>AI does not signal the end of PR. But it does change the job. Rather than focusing only on pitching journalists, PR professionals will increasingly need to think strategically about how stories are structured, distributed and understood by both humans and machines.“PR is going to change drastically,” Powills said. “We’re not going to be in the business of pitching just the media any longer because the media is going to continue to change. It’s going to be in the business of building influence around a product or a business.”Powills believes that this will raise the bar for communications professionals. PR professionals will need to raise their level of professionalism and deepen their knowledge base. “They’re going to have to have a strategic conversation,” he said. “They’re not just going to be doers.”<h2>Building Brand Stories for the AI Era</h2>At Mainland, the focus is on helping brands make their stories visible wherever people search for information, whether that is through traditional media, podcasts, search engines or AI assistants.“We have to make sure it’s machine-ready, it’s machine learning, it’s telling the good, the bad and the ugly and we’re transparent,” Powills said. “I think transparency is going to lift up even more as this gets stronger.”Now, franchise brands have to think strategically beyond earned media impressions and ask a new set of questions: How is the brand being talked about online? What information is AI pulling into answers? And what story is a prospective franchise buyer hearing before they ever speak to the development team?“When you’re looking at how to hire a PR agency, you’re actually finding one that is thinking about how do we integrate your story, not just in the Wall Street Journal, but in ChatGPT,” Powills said. “And it carries equal, if not greater, weight for what you can do for your brand.”AI is reshaping how franchise stories are found and shared, and the agencies that adapt early will be the ones helping brands stay visible in this new era.&nbsp; To learn more about working with Mainland, visit&nbsp;<a href="https://hellomainland.com/">https://hellomainland.com/</a>.&nbsp;

New developments in AI are entering franchise marketing, franchise public relations, PR strategy, and franchise marketing trends.

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Franchise candidates rarely make decisions overnight. In fact, most spend months researching, validating and looking for proof points before taking the leap. For&nbsp;<a href="https://www.linkedin.com/in/jennychaney">Jen Chaney</a> and the team at&nbsp;<a href="https://rightathomefranchise.com/">Right at Home</a>, one of those proof points came in the form of a regional media placement secured by&nbsp;<a href="https://hellomainland.com/">Mainland</a>.<a href="https://www.gazettextra.com/news/local/right-at-home-in-home-care-company-eyes-janesville-market/article_baad327d-db3b-49b0-bb59-77f09051d024.html">A feature in The Gazette (GazetteXtra)</a> spotlighted the brand’s expansion into the Janesville, Wisconsin market and highlighted the human stories behind the opportunity.According to Chaney, the coverage became a pivotal touchpoint for&nbsp;<a href="https://www.linkedin.com/in/katie-villa/">Katie Villa</a> and&nbsp;<a href="https://www.linkedin.com/in/maryjovilla/">Mary Jo Villa</a>, a mother-daughter duo in Janesville, Wisconsin who had been exploring <a href="https://1851franchise.com/rightathome/right-at-home-mother-daughter-franchisee-janesville-2732128#stories">their next chapter</a>. Katie spent years on the frontlines of healthcare, beginning as a caregiver in college and later working as a nurse, an experience deepened by personally caring for her grandfather during hospice. Meanwhile, her mother Mary Jo brought a background in human resources and operations, having held a variety of roles across newspapers and radio stations.After reading the article, they saw themselves reflected in the opportunity and ultimately decided to move forward with a&nbsp;<a href="https://1851franchise.com/rightathome/info">Right at Home</a> franchise.<h2>The Power of Seeing Yourself in the Story</h2>The GazetteXtra feature focused on more than just a business opening. It told a story about people and community impact.“When Katie saw this article and sent it to me, my first piece of pride was, ‘Yes, she's still reading the newspaper.’ But I told her we should absolutely explore it,” Mary Jo said. “I have been so impressed with Right at Home. They were clearly selecting us, and we were selecting them.”That approach is a prime example of what Mainland’s Vice President&nbsp;<a href="https://www.linkedin.com/in/juliemaw1">Julie Maw</a> says is a defining PR trend for 2026:&nbsp;<a href="https://1851franchise.com/mainland/top-pr-earned-media-trends-2026-2731198#stories">franchisee-led storytelling</a>. “The most powerful PR asset in franchising is the franchisee, not the brand,” Maw said.For prospective owners who may be transitioning careers, these stories act as important validation. The mother-daughter duo saw a version of their own future reflected in the coverage.&nbsp; “Katie's only 30 years old, and so yes, she has me, but you need someone other than your mom validating what your mom says,” Mary Jo said. “So I’ve been extremely impressed with the expertise coming out of Right at Home corporate&nbsp;and how they bring new owners on.”<h2>Regional PR as the Conversion Catalyst</h2>Mainland knows that&nbsp;<a href="https://1851franchise.com/local-vs-national-franchise-marketing-2726180">regional and local coverage</a> can play a different role than national press, especially when candidates are already weighing the benefits of a specific market.“While national credibility gets attention, local relevance drives the action,” Maw said.The GazetteXtra article served as a localized proof point. It demonstrated demand in a specific market, highlighted community need and showed how the brand operates on the ground. For candidates already in the consideration phase, that kind of visibility can accelerate decision-making. In this instance, it became the tipping point.<h2>Activating the “Buzz Factory”</h2>Mainland’s strategy centers on what Maw calls activating the&nbsp;<a href="https://1851franchise.com/buzz-factory-process-mainland-franchise-growth-2731901">“buzz factory,”</a> making sure brands are consistently visible across national and local channels throughout the research cycle.&nbsp;That GazetteXtra feature, for example, was just one piece of a larger PR puzzle designed to keep Right at Home top-of-mind while candidates weighed their options across multiple touchpoints.“PR is a marathon,” Maw said. “It’s not just a flash-in-the-pan moment.”<h2>More Than a Placement&nbsp;</h2>For Mainland, this outcome reflects a larger philosophy that PR is not just about media coverage. It’s about building a strategic narrative that&nbsp;<a href="https://1851franchise.com/mainland/how-mainland-and-1851-franchise-impact-your-brand-story-supports-the-sales-funnel-2717348">supports franchise growth at every stage of the funnel</a>.Sometimes, all it takes is the right story, in the right publication, at the right moment.Growing and selling franchises is difficult. Want to learn more about how Mainland helps franchisors grow their franchises with confidence? Visit&nbsp;<a href="https://hellomainland.com/?utm_source=1851franchise.com&amp;%3Butm_medium=article&amp;%3Butm_campaign=mainland-secures-nearly-10-million-in-media-value-for-franchise-clients-in-early-2025-2728648&amp;utm_source=1851franchise.com&amp;utm_medium=article&amp;utm_campaign=top-pr-earned-media-trends-2026-2731198">https://hellomainland.com/</a> and see what we can do for you.

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When a mother-daughter duo came across local coverage about Right at Home’s Wisconsin expansion, the story helped push them toward franchise ownership.

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Top Chicago PR Firm Mainland: Why the Consistency of PR Drumbeat Matters in Sales

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