Strategic Franchise Public Relations Will Help Grow Your Brand
Branding is a term that is used in the franchise public relations industry (and others) to describe a number of activities a PR agency might use to increase awareness of your franchise business. It also refers to your business’ image within its industry, with customers, clients and the general public. As an example, if you hear the word “Coke” you know exactly what someone is talking about, and the world’s recognition of Coca-Cola is a great example of how excellent branding helped make Coca-Cola a household name.
In the franchise world, there are so many amazing brand success stories, it is hard to know where to start. Think McDonald’s, KFC, Maaco, Hilton, Ace Hardware, Anytime Fitness and more. In fact each year Entrepreneur Magazine complies the Franchise 500 list composed of the top 500 companies in franchising according to certain criteria.
None of the brands became a household name on their own – it took a lot of hard work and promotional strategy for each brand to gain success. Branding does not happen overnight, but here are some of our best tips to start:
- Write compelling press releases
Think like a reporter. Write a press release that reads like a news story, and more news outlets will pick it up.
- Cultivate the media
Get to know your local business reporters and writers, send them your business news, ask them to lunch or invite them for a tour. Tell them a compelling story about a customer or staffer that draws them in.
- Be active on social media
Post to social media (80 percent information and 20 percent promotional), follow industry experts and media, use images and respond when you get comments (good or bad!).
The most successful brands make sure their PR efforts work together synergistically, and use content across all platforms to make the message stick.