Why is news coverage so important for franchises?
Positive news coverage helps to improve your franchise’s reputation. It also places your business top of mind for prospective customers as well as those looking for franchise opportunities, especially in local areas where your franchise doesn’t have a footprint.
So how does a franchise or franchisor get in the news?
After working with several franchisors, I’ve found there are two ways they commonly fail to get news coverage:
#1: They don’t know how to spot newsworthy events.
#2: They don’t pitch their franchise the right way.
If you are a franchisor and you previously tried getting news coverage and failed, chances are you’re making one of these two mistakes.
To help you find newsworthy events that attract the news media’s attention, I made an easy-to-review list that will jump-start your franchise’s news coverage. I recommend reading the list and finding two or more items that you can use. Then, we can talk about the next steps you need to take in order to earn media coverage.
10 items to get your franchise in the news
Research editorial calendars in industry publications, like Franchise Times, for ways to add insight into upcoming articles and trends.
Take a moment to review and submit for local, industry, and national awards for your franchise through your local business journal, industry trade media, business magazines, newspapers, websites, and other publications. There are a number of benefits of entering awards for your company.
Don’t forget seasonal stories and opportunities that may pertain to your franchise. For example, if you’re an ice cream franchisor, consider doing something special for National Ice Cream Day. Depending on your industry, it might help to think outside the box and have fun with it.
Have you hired or promoted someone within your company? Share notable hirings and promotions with the local business journals and other news outlets. Many of them are especially interested in executive appointments and promotions.
Review your company’s recent blog and social media posts for topics you can use for pitching the media. (And if you’re not blogging, why not?)
Think about your pipeline. Are you opening a new franchise? Or, are you exploring opportunities to open in new cities? These newsworthy items are great to share with the news media.
Share your company’s charitable giving by distributing and submitting news briefs to the local community, business, and national industry trade media. As a franchisor, don’t forget that you can promote your headquarters’ charitable giving as well as your franchisees’ giving.
Submit a bylined article, letter to the editor, or opinion column to an industry publication.
Do you know of employees who have provided outstanding service? Perhaps as veterans or within the community? Highlight their efforts and contributions.
As a franchisor, you most likely have multiple locations. Share news from your headquarters locally using Axia Public Relations’ Avalon system, where we dive into hyperlocal community news outlets. And don’t forget about newsworthy events at your franchise locations, because media coverage shouldn’t rely only on what’s happening at the HQ.
Were you able to find two or more opportunities that fit for news with your franchise? Congratulations! As a franchisor, don’t forget to think of items at the HQ level as well as at each of your locations.
Don’t let these opportunities and the ideas they spark for your franchise go to waste. Let’s take action together and get your franchise in the news.
If you’d like to speak with a PR expert, email Artemis Dimopoulou at firstname.lastname@example.org to chat about where we go from here to get your franchise the positive news coverage you desire.
Clients love Marjorie’s work ethic, speed and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.