There are tons of PR firms. If you Google “PR agency,” you will get more than 2.5 billion options. When it comes to Public Relations (specifically PR — not marketing, advertising, digital or social), innovation will win the game. 

Journalists are changing, and so are influencers, the dynamics of the newsroom and the speed of content. Newsrooms are struggling financially, creating forced layoffs and restructuring. Thus, if you want a PR agency who knows how to tell the story of your brand, you will want an agency that understands these shifts and is prepared for them.

What To Know About PR

• PR is what you pray for: No, that article can’t run on Sunday by your demand! The reason PR is valuable is because it is a reporter writing/saying that your brand is great. It's third-party credibility at its finest.
• PR is not franchise lead generation: It is awareness. In today’s digital age, your lead generation is built around your franchise development website and the journey of your buyer. PR is credibility and a part of that process.
• The buyer needs more than PR: Sure, it may create a trigger moment for the buyer to act — but they will do their research. And lots of it. More PR will support that research.
• If the PR program is cheap, well, you're going to get cheap results: PR is a little art and a little science. If the agency you are working with is willing to charge little for the results, well, then the results are probably not as valuable or strategic.

What To Ask When Looking for a Franchise PR Agency

• How does your team hunt for stories?
• How does your team plan the execution of that story?
• How does your team secure press?
• What value does the agency put on the interview vs. the secured?
• Do they have strategists who will lead the organization and strategic development of your stories?
• How many people will work on my account and in what capacity?
• How many clients turn over each year and why?
• How do you approach KPIs?
• What is the depth of the executive leadership?
• How often does your team meet internally to talk about the success of my brand?
• What is your longest client?
• What makes the relationship continue?
• What are the philosophies of the leadership on the value of PR?
• How will your leadership impact my brand?
• Outside of PR, what else is your leadership team able to do to impact my growth?
• Are they active on social media with a message that is impactful?
• Do they create content that has a point-of-view?
• Outside of industry, do other award-winning sources recognize the brand?
• Are they doing anything with technology to inspire you?

What Brands Are Looking for in a Franchise PR Agency

• Consistency of Client Base: If you are looking to invest in PR, make sure you are investing in the possibility of forever. This way, your investment continues to count, versus going into a PR blitz that then tails off. Agencies that find a way to continue to build on the success of the previous year are likely to keep the client for a long time. The client turnover rate will be an essential data point for you to understand the strength of the account.
• Knowledge of Leadership: Leadership should be sophisticated about your brand and your goals. They should be able to impact your brand with knowledge and leadership so that those who work on your account day-to-day are consistently educated on what it takes to drive awareness that will impact lead generation and consume awareness.
• Award Winning, Cheapest or Innovation: Brands typically pick an agency based on one of these characteristics. Understanding how the agency can help solve your needs through each of these traits is important to the long-term success of your brand. Rather than asking questions about this, you should conduct your own due diligence to see how the agency tells this story.
• Depth of the Team: In the agency world, you can really break the agency into three categories — small, medium and large (as you can with most businesses). The large agencies will cost a lot, and many won’t understand franchising. The small agencies have staffs of under 20 and won’t be able to build up enough momentum to impact your brand in a big way. When looking at a medium-size agency, look at the depth of their team.

Nick Powills is the publisher of 1851franchise.com and CEO of No Limit Agency and Mainland, a strategic content marketing agency and technology solution.