5 Ways Public Relations Can Help Franchisors Stand Out from the Crowd in a Competitive Landscape
The franchising sector continues to boom, providing more business opportunities for entrepreneurs and choices for consumers. But that growth also means that franchisors need to do more to stand out from the competition. The best way for a franchisor to accomplish this goal is by adding public relations to its franchise marketing budgets, and partnering with experienced professionals who can develop and deploy a multipronged PR strategy.
Franchise growth exceeded expectations in 2024, and franchising was forecast to grow 2.4% in 2025, a rate faster than the broader U.S. economy, according to the International Franchise Association’s 2025 Economic Outlook report. The number of franchise establishments is expected to increase in 2025 by more than 20,000 units, adding more than 210,000 jobs, the IFA reported.
To capitalize on franchising’s popularity and growth, franchisors should look to experienced public relations professionals to help build credibility with franchise target audiences, making it easier to attract attention, new franchise owners and new customers — all necessary components for franchise growth.
Why Franchises Need PR
For most franchise development teams, getting and keeping the attention of qualified franchise candidates is the first step in their growth plan. Without this initial interest, the franchise can’t move forward.
Franchisors already recognize the importance of their presence at industry functions such as conventions and trade shows. Franchise development teams probably also work with franchise brokers and ensure that the franchise gets exposure in franchise directories to gain a market foothold.
But with so many franchises presenting themselves at the same functions and with the same brokers, it’s essential to go the extra mile to stand out – which is where public relations plays a key role.
5 Components of a Successful PR Strategy
A successful franchise PR strategy should be multi-pronged to showcase the advantages of joining a franchise. Here are some ways a PR partner can help:
1. Compelling Storytelling
Promoting the achievements of individual franchise owners shows qualified candidates the level of support a franchisor provides for its franchise owners. Demonstrating the success of current franchise owners through compelling storytelling also is a powerful tool in franchise development. An experienced PR partner can help showcase successful franchise owners by developing media releases, which announce the opening of new locations, highlight franchisees’ biggest financial successes or boast about their local philanthropic ventures, among other things. Exposure in local media or trade publications represents a pat on the back for franchisees and shows that the franchise cares about them as individual owners.
2. Earned Media Opportunities
In addition to writing media releases about successful franchise owners, a PR partner will also help build relationships between a franchisor and local media, industry podcasters and trade publication editors, which leads to more earned media opportunities. Reporters and podcasters often need credible sources to provide expert opinion on industry news, and establishing that relationship in advance of breaking news can be a win-win for journalists and franchisors. Providing thought leadership helps build a franchisor’s presence in the market and boosts credibility. This type of positive publicity helps people recognize and remember the brand.
3. Industry Awards
A PR partner also can help a franchisor seek out awards. Winning an industry award and promoting these wins not only improves franchise reputation with potential franchisees, but also brings customers to franchisees. People want to do business with award-winning companies.
4. Speaking Engagements
Speaking engagements also provide an opportunity to bring attention to a franchisor’s expertise. A PR partner can help in obtaining an invitation to speak at an industry conference or online webinar, which helps enhance the franchisor’s qualifications and demonstrate the benefits of the franchise model. This kind of strong industry presence also makes it easier to recruit qualified candidates for franchise ownership.
5. Discovery Day
Most franchisors offer a discovery day for the franchisor and franchisee to meet, discuss the partnership and ask pertinent questions. Discovery day has to grab the candidates and show them the advantages of owning a business in the franchise network. Franchisors who treat the discovery day as a special event have the opportunity to “wow” potential franchisees. With discovery days that are open to any potential franchisee, PR helps create awareness around the event to drive registrations. Writing a media release about the event and ensuring it receives key media placement helps the franchisor spread the word about the discovery day. An effective PR partner also can help plan the event, drive engagement on social media, and even tweak and critique the franchisor’s public remarks.
In summary, franchising provides increasing business opportunities for thousands of entrepreneurs. In the crowded world of franchising, a powerful PR strategy can help tell the brand’s story, build a rapport with a target audience, and establish the company as the thought leader in an industry – which is precisely what is needed for franchisors to attract more qualified franchise owners, appeal to more consumers, and distinguish themselves from the competition.
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