Franchisees are part of the larger franchisor entity, and they often can benefit from the public relations efforts of the national franchisor from consumer, trade and business media. The stories stemming from the franchisor’s PR team generate positive national media coverage, which can certainly trickle toward increased local awareness of the brand – driving customers to your franchised location.
However, franchisees are directly responsible for the reputation of their franchise, too. They need to be proactive in managing their public image and promoting their local brand, regardless of national affiliation and exposure. A strong localized public relations strategy can help achieve business goals and increase foot traffic. It can also help build trust and credibility with target audiences. Here are some reasons why franchisees need public relations locally:
- To manage reputation
PR helps build and protect reputations and it can also help you recover from a crisis. Your reputation is one of your most valuable assets. It can take years to build a good reputation, but only a few minutes to destroy it.
- To reach your local audience
Helps you reach the right potential customers through various channels, such as the news media, social and events. It can also help you establish relationships with key influencers.
- To differentiate your franchise
PR helps you differentiate your franchise from your competitors and smaller shops. It can also help you position your franchise as an industry leader. It can also help you build brand awareness and interest in your franchise.
- To save time and money
Saves you time and money with less reliance on ads, grassroot campaigns and alternative marketing otherwise. It can also help you avoid costly mistakes.
- To improve employee morale
Rallies staff and highlights your togetherness. Similarly, it can also help you attract and retain top talent. Seeing a great news story about your franchise is a rallying moment for the entire staff.
- To prepare for customer sales
PR helps you prepare for high-volume customer sales. It can also help you negotiate a higher price for your offerings, too.
- To protect your franchise
Helps you protect your franchise with favorable proof in the news. It can also help you defend your franchise against negative publicity or reviews at the same time.
If you need help building and implementing a strategy, HighRes Public Relations is happy to help. We have extensive experience with franchises and understand their unique niche.
