The Evolving Role of PR in a Franchise Marketing Plan

BY SCOTT WHITE AND MONICA FEID

Company Bio

For over two decades, BizCom Associates has helped dynamic entrepreneurs, innovative franchise chains and creative business leaders grow their businesses by identifying and sharing their most powerful brand asset: their true stories.

We’ve done it for hot young start-ups. We’ve done it for established multinationals. We can do it for you!

BizCom’s publicity, digital marketing, design and publishing divisions provide you with the tools to reach and engage today’s audiences when, how and where they want to be reached.

It’s no secret that a big shift has occurred concerning how people consume media. Gone are the days of opening a newspaper every morning and tuning in for the 6 pm news at night. Most of us now prefer being able to choose when, where and how we want to engage with content. For most of us, social platforms have replaced traditional media outlets.

And while the media landscape continues to widen and fragment, PR remains a key component to an effective franchise marketing plan. It helps you build awareness for your brand, attract customers, establish credibility and trust, and can support franchisee recruitment, among other benefits. The good news is that although the changing media landscape has made old-school PR tactics less effective, it has also created dynamic new opportunities for outreach and engagement with your key audiences.

Communicating with your target audiences now demands that you go Beyond traditional PR.

Forget the Press Release; Tell a Story

More times than not, client prospects come to our agency with a common request: “We need a press release.” The perception is that a press release is what generates publicity. And, yes, press releases certainly serve a purpose. But here’s the thing. The media wants to tell stories about people – not businesses. And the reason is simple. That’s what their readers, viewers, or listeners are looking for. Stories.

This is particularly true when it comes to franchise development. Getting to the heart of why people invested in your concept and their chance at the American Dream are stories that rise to the top and attract like-minded prospects, not a quote from the corner office.

Maximizing a Media Hit

So you’ve found that story and scored an earned media placement…the job is done, right? Wrong.

As we tell our clients, that is just the beginning. The odds your target audience actually saw that placement are relatively low.

Therefore, how you utilize earned media is truly where you can see the most impact.

For example, one of many ways to expand the reach of a media placement is to share it across the brand and executive’s social channels, each with a tailored franchise development or brand message. In short, take that media placement and maximize the number of eyeballs it will reach, underscoring the message you want to get out there.

Be Authentic, Not Artificial

Thought leadership and content creation are vital pieces of the PR puzzle. Tell your story without waiting for the media to do it for you. The proliferation of AI tools like ChatGPT make it easier than ever to push out content. However, when writing requires insight, knowledge, and authenticity, technology falls short. Good writing and storytelling go beyond the capabilities of textgenerating technology.

A Critical Spoke in the Marketing Wheel

There are now more blogs, online publishers, and content creators than ever, all competing for shrinking attention spans. As a result, you need to diversify how you deliver your message by taking full advantage of podcasts, YouTube, social media, influencers, TikTok and whatever emerging platform is just around the corner.

PR plays a much more significant role than simply serving as one of several lead generation tools. When used correctly, PR builds brand awareness, creates a positive image, and establishes credibility for your product or service. But PR can't be put in a silo. It must work in tandem with other marketing strategies and tactics to create a cohesive brand image and amplify messaging. n

Scott White Co-founder and CEO

Monica Feid Co-founder and COO

BizCom Associates

450 Century Parkway Suite 250

Allen, TX 75013

Phone: 214-458-5751

E-mail: ScottWhite@bizcompr.com

Website: www.BizComPr.com www.DigitalBizcom.com www.BizComDesign.com www.BizComPress.com

Twitter: @BizComPR

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