The first step towards achieving great public relations for your franchise is finding an agency that can generate the leads you need. Identifying and hiring the perfect public relations franchise agency will determine whether you see a worthwhile return on your investment.
But, how do you find the right agency for the job? How do you determine whether they have enough experience in franchise public relations? What expectations should you set for the relationship, and how do determine if it’s working the way it should?
Here are a few things to consider when hiring a public relations agency for your franchise:
What Are Your Goals?
Every public relations agency is different, and each has unique areas of expertise. Before you start searching for an agency, define your goals clearly and write them down. Do you want to boost website SEO? Gain more media appearances? Grow overall brand awareness? Once you know your goals, you can look for an agency with a proven successful track record in those areas.
Be sure you communicate your goals to your prospective agency. When you meet with them, a professional agency will be able to communicate about methods for reaching your goals and tactfully manage your expectations if you set your sights too high.
Research prospective agencies and ask them tough questions about their history, background and experience. Look for an agency that already represents clients in the franchise sector, as that agency will have a clearer understanding of the forces at work in your industry. You don’t want to waste time explaining an industry to your new agency. That time is more wisely spent helping the agency understand your own company culture and values.
Flexible and Willing to Learn
The right PR agency for you should demonstrate excitement about your franchise and its success, and the agency should be willing to learn about your unique company culture, products and services. From capturing the right voice in your social media posts to pitching the right trade publications, passion for your brand should be reflected in every aspect of a public relations agency’s work. Look for an agency that researches your brand ahead of time and asks engaging, insightful questions about the work you do.
If you are in the market for a public relations agency to represent your franchise, the professional team at Ripley PR is right for you. We have a proven track record of success with franchise clients, and we can put that expertise to work for you, too. Contact us today to learn more and launch a great partnership.