What Franchises Should Know Before Hiring a PR Firm

If you’re actively trying to grow your franchise, you may have already considered hiring a public relations (PR) firm. Reliable and efficient PR firms can help you develop an expansion strategy and get your brand in front of a wider audience. But before you can choose the right firm to partner with, there are a few important things you should know. After all, each firm is different, and picking the right one is important for the overall growth of your franchise.

To better prepare you when it comes time to hire a PR firm, we’ve gathered some tips for what you should look for before you pull the trigger.

Ask the Right Questions

For starters, when it comes to selecting a PR firm for your franchise, it’s essential to ask the right questions and ensure that the firm aligns with your values and goals. Jason Mudd, CEO of Axia Public Relations, highlights four crucial inquiries you should ask yourself before making a decision: 

1. Do you like them? 
2. Do you trust them? 
3. Have they worked for others? 
4. And can they work for you? 

Mudd believes it’s important to establish a positive working relationship with the PR firm, as trust and mutual understanding are vital to achieving success together.

Not only should you be asking yourself questions to determine the type of PR partner you’re looking for, but you should also be asking your prospective PR firm as many questions as you can. You should vet them to make sure they’re the right fit for your brand. Be sure to ask questions such as what types of brands they serve, who their longest-term clients are, what makes them different from other firms, what they can offer you and what they need from you to be successful.

Define Your Goals and Budget

Another critical aspect before hiring a PR firm is to have a clear understanding of your goals and budget. Define your objectives and what you aim to achieve through PR efforts. Are you focused on increasing brand awareness and generating more leads? By determining your specific goals, you can better communicate your expectations to the firm. Additionally, having a well-defined budget will help you narrow down your options. Hiring a PR firm is a significant investment, so it’s essential to discuss pricing and understand the offerings available through different agencies.

Experience In Your Industry

Consider whether the PR firm has experience working with franchises or franchisees in your industry. Finding a firm that possesses industry-specific knowledge and insights can be immensely beneficial for the overall growth of your franchise.

“You have to wonder, is this company in a position to grow with us or grow into us, or are we better off finding a company that already has that type of experience and can demonstrate it in their portfolio and case study,” said Mudd.

Success Takes Time

Hiring a PR firm doesn’t guarantee overnight success; it requires patience and persistence. Building relationships with media outlets, securing press coverage, and establishing your brand as reliable and trustworthy takes time and effort. Be prepared to set realistic expectations and work collaboratively with the PR firm to develop a long-term strategy that aligns with your goals. Speaking to Forbes, Sherry Jhawar, the co-founder and president of Blended Strategy Group, says retaining the right firm can be extremely rewarding for businesses regardless of their size.

“Having a PR firm is critically important for companies of all sizes,” said Jhawar. “For small and midsize companies, PR is often one of the few forms of mass marketing that the company is doing. As such, this is a primary way that the company builds credibility and awareness with its target customers. When done well, PR can really amplify and drive home a company’s message, resulting in a very strong ROI.” 

Franchise Goals and Partnerships

Hiring the right PR firm for your franchise may not be easy. But by asking the right questions, finding an experienced firm that understands your brand and mission, and considering industry-specific insights, you can make an informed decision that best suits the needs of your franchise. Through your new partnership, you can scale your franchise and hopefully, find yourself one step closer to achieving your goals and aspirations.