For many franchise organizations, public relations has been a part of their marketing budget for years because they know it helps them stand out from their competitors.
A public relations program can give you a solid ROI, but only if it’s strategic. Your franchise public relations strategy should be two-fold because it’s not only necessary to attract the qualified franchisees you want so you can grow your brand, you also need to help your franchise owners attract the customers they need to make their business successful.
Over time, however, you may discover that your PR agency is no longer providing you with the professionally written and researched content you believe will take your franchising operation to the next level.
Achieving this level of success requires that your PR agency be more than just a vendor. They should understand your company’s objectives and have insight into your industry, so they can help you develop a winning strategy.
The right strategy sets the stage for all future public relations endeavors. Without this first crucial step, your PR partner won’t be able to develop content that positions your company as the market leaders in your industry. They may also miss the mark on building relationships with the right media outlets you need to carry your message to your target audience.
If you have doubts that your PR team is still working as your trusted partner, it may be time to review their effectiveness. Putting off this type of assessment could cost your company the credibility you’ve earned and stall future growth.
Here are three things to consider when you evaluate your incumbent PR team:
1. The Ability to Find Your Best Stories
In today’s economy, more seasoned employees are retiring in record numbers in most every industry. This loss of a knowledge base means businesses struggle to find replacements who understand their business and know how to do the job.
The same is true in public relations. Too many agencies are hiring content writers who are fresh out of college and may not have the maturity level and experience to understand how business works. This translates into a lack of knowledge of what it takes to find the story and write it well.
Writing is a talent, but it is also a learned skill. The great author Stephen King has famously placed a daily writing routine on himself to ensure that he practices his trade often. And practice makes perfect.
PR agencies that have more seasoned writers will have a better chance of finding and telling your best stories.
Content writers with several years of experience know what a profit and loss statement is or how successful companies operate. And they have practiced enough so that their writing is crisp and meticulous. They use their abilities to tell your best stories with fewer mistakes.
2. Knowing Where to Distribute Content
This maturity level should also be evident within your PR partner’s media relations team. If your PR agency’s team produces great content but consistently fails to put it in front of the right media audience, your stories are wasted.
An effective PR partner understands that there is no one-size-fits-all distribution package for any client. They know which stories should be targeted toward a local audience and which ones need to be seen by industry insiders or potential franchise owners. They leverage the right channels to get your information in front of the right eyeballs at the right time.
Your PR partner should be able to bring new and innovative ideas to the table and provide you with a strategy that encompasses everything from the development of content to a plan on how to get that content in front of the right eyes.
If you’re consistently having to guide your PR agency to target the right publications in your industry, it may be time to consider a new PR agency that has stronger relationships with the right media outlets.
3. An Alignment with Your Big Picture
Finally, if your PR agency no longer seems to understand your long-term goals, it may be time to consider a new agency.
You should be able to look at your PR agency as a tactical partner rather than just another vendor. A PR partner who is skilled in strategic planning can help you align your vision with your goals.
An effective PR agency tailors their solutions to your specific goals, and they know what works within your industry. Public relations should enhance your franchise’s credibility so that potential franchise owners see you as a thought-leader. From speaking engagements to panels and bylined articles, your PR partner places your best foot forward, so you gain respect within the franchising community.
Remember that you are competing against more than 3,000 unique franchised companies in the United States, so you have to work to gain the attention of the qualified candidates you need to expand your franchise.
If you’re beginning to wonder if your PR agency has shifted their internal strategy away from your big-picture plans or if the content they are producing is not focused on your key messaging, it may be time to reconsider whether your PR team is still right for your business.
Don’t make the critical mistake of staying with a team who no longer helps you manifest your vision.
