What Franchisors Need to Know About PR’s Shifting Role in the Franchising Industry

The climbing popularity of digital platforms has caused businesses to make a change, and the franchising industry is no exception. From social media channels to the 24/7 news cycle, the way franchisors get their messages to consumers is changing. That means the role of PR within franchising is evolving at a rapid rate.

It’s no surprise that digital efforts are becoming more and more powerful as a part of the PR equation. Agencies are shifting their focus to ensure that brands are driving customers back to their websites and mobile apps in order to reach the largest possible audience. But that doesn’t mean the industry is leaving traditional newspapers, TV stations and radio stations behind—instead, agencies are thinking of new ways to impact the digital side of public awareness as well.

“15 years ago, when digital and social media weren’t even on the map yet, journalists controlled the delivery of news. But now that control has shifted to people outside of the news industry,” said Nick Powills, chief brand strategist at No Limit Agency*. “This means that franchisees are playing an increasingly important role in brands’ public relations efforts. They all have a digital footprint, and it’s up to brands—and their agencies—to make the most of it.”

Making the most of it means thinking multiple steps ahead. Franchising’s digital landscape often changes at the drop of a hat, meaning brands and agencies need to be prepared to move in a new direction as soon as it’s financially possible. For example, franchisors who redesigned their website as recently as 18 months ago are most likely already due for another upgrade.

Alisa Harrison, senior vice president of communications and marketing and chief of staff for the International Franchise Association (IFA), says that ability to be flexible is crucial, especially as PR’s purpose in franchising continues to evolve.

“The role that PR plays in the franchising industry has been shifting for a while. But there are still ways that brands can be smarter about their overall strategies,” said Harrison. “It’s essential for brands to think of the ways they can leverage different digital tools to go beyond what traditional media opportunities offer.”

Beyond digital platforms, the relationships between PR agencies and the brands they represent are also shifting. The expectations that brands have of their PR teams are different now than they have been in the past. But because the franchising and news industries are so competitive, it’s critical for brands to have a realistic understanding of what’s actually feasible when it comes to PR opportunities.

“The bottom line is that brands and agencies need to be on the same page. A disconnect or misalignment only leads to disappointment,” said Powills. “When brands and agencies work together to brainstorm the best way to tell a powerful story, it gives them both the best shot at success.”

The role that PR plays in franchising has never been more important. Between minimum wage requirements and joint employer standards, the franchising industry is at the center of a lot of national news stories. While there’s a lot at stake for the future of the industry as a whole, this gives franchisors and their PR agencies the opportunity to tell more potential customers and business owners what franchising brings to the table.

“The franchising industry has a big job to do—it’s our responsibility to educate consumers about franchising’s unique business model. Right now, there are people redefining it for us, and not in a good way,” said Harrison. “Whether that message comes from brands or their agencies, it needs to be a part of any PR or marketing campaign.”