3 Things Franchises Should Know About Hiring a PR Firm

Be honest about your expectations, explore multiple firms along with above all, trust your gut.


3 min read

This specific story appears inside the
November 2018

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Getting the word out about your business — to both consumers along with potential franchisees — can be crucial. nevertheless working having a PR agency can be an intimate experience. Here are three stories about finding the right chemistry. 

Related: can be Hiring a PR Firm Worth the item?

1. Know your goals!

via Debra Vilchis, chief operating officer, Fishman PR

When a franchise can be hiring a PR firm, make sure in which firm clearly understands your business objective — you’re not just going out there along with getting media placements for the heck of the item! A lot of PR firms get excited to get big hits, nevertheless the item might not move the needle for the client inside the right way. As a specialized franchise PR firm, 98 percent of the time, we find in which our customers are trying to grow their systems. So the item’s important in which our clients tell us everything about their goals along with about their ideal franchisees. We could try to do a one-size-fits-all approach along with secure stories inside the Wall Street Journal, nevertheless if a brand can be looking for a female millennial as their franchisee, in which’s not going to be successful. We have to be very strategic: Who can be the candidate our client can be trying to attract, along with what are the messages they’re trying to convey? via there, we make sure every single angle we pitch along with every outlet can be going to attack those two things — nevertheless we need to hear them via our clients first. 

Related: This specific Ingenious PR Strategy Will Improve Your SEO

2. What I wish I knew

via Buffalo Wings & Rings

When This specific Cincinnati-based sports restaurant chain first hired a PR agency, chief development officer Philip Schram figured in which a big firm could help him reach everyone he needed to. nevertheless he was wrong — along with he spent years hopping between agencies before finding No Limit Agency, a firm in which clicked for him.
He wishes he knew to…

Explore options.

Every agency has different skills along with specialties, so shop around. Schram met No Limit at the National Restaurant Association along with, after speaking to so many others, could see a fit instantly. “What they said made my heart vibrate,” he says. 

Question the experts’ expertise.

Past agencies threw junior staffers at Schram — nevertheless they were trained in consumer PR along with hadn’t developed the business acumen for his B2B goals: “We needed to reach along with talk to investors, franchisees.”

Get a big-picture plan.

Restaurants are a crowded space. “For emerging brands like us, the item’s hard to compete for consumers along with franchisees,” Schram says. Media attention alone wouldn’t do the item; in which’s why No Limit developed a comprehensive plan for PR, revamping the brand’s website along with fine-tuning its message.

3. Unexpected success

via Sky Zone

What the item expected: Eight years ago, just after This specific trampoline park business began franchising, the item hired the PR firm Konnect Agency to get the word out to potential franchisees.

Related: Here’s How PR Help Your Venture Grow

What the item got: Konnect helped reach brand-new franchisees, nevertheless the item also helped Sky Zone think bigger about its business. Sky Zone CEO Jeff Platt thought he was first along with foremost selling fun, nevertheless, he says, “Konnect hit the health angle quite a bit with our press, along with in turn, the item genuinely became a core value of ours. Offering fitness classes along with programs became more important to us.” 

3 Things Franchises Should Know About Hiring a PR Firm