There’s not a franchise business in the world that doesn’t covet positive earned media. That feature in a major franchise publication or even a mention in an article about hot franchises – anything that highlights your franchise is what you are looking for. It all helps sell more franchises. Now that your franchise public relations agency has landed that coverage for you, what do you do with it? Your PR team should be using it to make your phone ring off the hook.
Here are three ways a franchise can maximize earned media coverage when it comes along:
- Spread the word – Depending upon the outlet in which the positive story appeared, you could turn the earned media mention into more earned media mentions. For example, take a mention you get in a national magazine and tell your local network television affiliate about it. If they end up doing a story on it, you just doubled your money, in a way. The teaser might be, “Forbes recognizes local franchise headquarters as a fast mover – story at 11.”
- Get social with it – Any time you get a positive mention on a widely read platform, it should hit your social channels swiftly and completely. In the B2B world, LinkedIn, Twitter and Facebook are the most frequently used channels for companies to share with each other. Get links to that article or interview up on those channels and share away. Don’t forget to give a shout-out to the outlet that covered you. They may come back for more.
- Share with the marketing team – Your marketing people will love it when you share earned media mentions with them. There is more credibility in a media outlet saying you are a great company than your own team saying that. Don’t underestimate the power of a positive mention in the realm of earned media.
If you manage to land that earned media opportunity and a positive mention, play it for all it’s worth. Use it to generate even more buzz about your franchise. A strong PR agency can help you land that opportunity and spread the word about it.
If any of the above resonates with you and your franchise, we at Ripley PR would love to talk with you. Not only are we a franchise public relations agency, we know how to get the most mileage out of earned media opportunities.