We all make mistakes, but PR mistakes can result in major disruptions in business. The good news is they can easily be prevented or properly addressed.
By taking a proactive approach to your PR strategy, not only can you alleviate potential headaches, you can also boost your overall rating in your field. Public perception is a major component of company success, and consumers respond to how a business handles situations, both difficult and positive. There are several ways you can avoid PR mistakes. Seek Professional Support in a
Crisis
It’s great to grow as a business and have multiple franchises, but with growth comes the potential for unforeseen (and sometimes seen) PR moments to take down what you have built. You may have several overperforming franchises, but it only takes one destructive moment from one franchise to spread negatively to the others.
Seeking professional PR support in a crisis is extremely important.
PR professionals know how to immediately address issues that pop up, whether they are minor misunderstandings or all-hands-on deck moments. Having professionals in your corner will help you and everyone involved be prepared. With more responsibility comes more potential risk.
Make Connections Beyond Your Trade
Let your consumers see your franchises beyond what they provide directly to consumers. What kind of community is involved on a regular basis? Is there a connection to consumers on a personal level? A strong connection can build trust and generate consumer loyalty, benefiting both you and your franchises. Whether it’s locally, regionally, or nationally, build another layer of positive
recognizability beyond the services your franchises offer.
Getting Your Story Out There
Everyone has a story. From the plumber who plumbed his 1,000th property, to the roofer just getting started, there is a story to be told. Someone must tell that story for it to be heard. If you don’t put it out there, you’re missing out on the kind of publicity consumers remember and associate with your franchises.
Establishing the Proper Media Channels
Whether your franchises are proficient in landscaping, installing gutters, or any other much needed services, there are preferred media outlets best suited for your specific trade. Finding proper media channels is vital to reaching your target customer base. Once your media channels are established, you can progress with a consistent PR strategy.
Developing a Strong Pitch
You may have established which media channels will work best for your franchises. So have other businesses in your field. What’s going to make you stand out from the others so you can get a front-page story, a two-page article, or two minutes on your local prime time news? Developing a strong pitch is key to landing the best media coverage.
Don’t Wait Too Late to Pitch
Media outlets want to showcase what’s most interesting and relatable to consumers, and topics can change daily. Waiting too late to make a media pitch could end up being the only reason your
story or information wasn’t broadcast or written about. Community events specifically need to be relayed to media on time. Are you sponsoring a seasonal children’s program or donating to a
holiday-related charity? Let it be known as soon as possible why you chose to help.
The proper public relations strategy can make or break a business, especially one that has been franchised. Each franchise, although separate, has the same name. This means whatever happens with one franchise can be connected to others by a simple Google search. This doesn’t have to be a bad thing. Following a good PR strategy and eliminating mistakes can create a web of positive publicity for your franchises.
Heather Ripley is founder and CEO of Ripley PR, an elite, global public relations agency specializing in franchising, home service and building trades. Ripley PR has been recognized by Entrepreneur Magazine as a Top Franchise PR Agency three years in a row and was named to Forbes’ America’s Best PR Agencies for 2021. She is the author of “NEXT LEVEL NOW: PR Secrets to Drive Explosive Growth for your Home Service Business.” For additional information, visit www.ripleypr.com.