Franchise PR will make people care about you opening your ninth franchise. To the general public, most won’t care that you’re opening another franchise. However, with the right public relations strategy, you can create a buzz around every franchise opening.
The Power of Earned Media
Traditionally, earned media is getting the local media, national media, or franchise media to cover your brand or include you as a source in a story without spending ad dollars. However, these days, that can include getting a local YouTuber on site, or micro-influencer in the local community. 
A new franchise opening offers several angles reporters or influencers may find interesting. It’s very easy to localize the importance. Perhaps your franchisee has been a teacher in the community for years. Perhaps it’s simply the angle of new business and new jobs coming to town. These are easy ways to get earned coverage. Nationally, or with franchise media, grand opening can be positioned to show the momentum and growth your brand is achieving. Regardless, whether it’s local townspeople or media, a grand opening needs feet in the door.
Build Excitement Before Opening Day
The weeks leading up to the grand opening are just as important as the event itself. The right Franchise PR team will build excitement through social media and earned media. Getting the news out early in local outlets is key.
Sending invitations to local television reporters, newspaper business editors, radio hosts, community publications and influencers well before the event will pay off. By offering on-site interviews or early access, this gives the media everything they need to get a timely story out. You may not get everyone out there, but sometimes it only takes one to get a great story and momentum.
Keep the Story Going After the Ribbon Cutting
The grand opening shouldn’t be the end. Gather images. Get quotes from the franchisee and from your CEO. These can be repackage for additional coverage at the event for the media who wasn’t able to make it. You can still leverage your grand opening to create buzz for your local franchisee and your national brand.
With a strategic franchise PR plan that emphasizes earned media before, during and after opening day, every new location has the opportunity to make a lasting first impression and build meaningful connections within its community. If you’re ready to get started, contact Ripley PR online or at 865-977-1973.
