Share your good news – and let potential franchisees know you’re in the game!

BFA CEO Pip Wilkins QFP explains how to make the very most of your achievements even before the winners have been announced

Positive PR surrounding an award isn’t reserved just for winners. BFA CEO Pip Wilkins QFP explains how to make the very most of your achievements even before the winners have been announced.

The franchise industry is full to the brim of fantastic awards for franchisors to enter every year. From our own BFA HSBC UK British Franchise Awards held annually in November, to the Elite Franchise Top 100 in March and the EWIF Awards in October.

The public trusts businesses – it’s official

In news that might surprise you, according to the 2024 Edelman Trust Barometer Global Report, businesses are considered to be far more ethical than Governments, 52 points higher in fact. The only organisations that the public trusts more than businesses are NGO’s, (Non-Governmental Organisations). Their behaviour in and around the pandemic helped the public to see companies for what they were and learn to trust them.

Make the most of the trust

These figures highlight the fact that, without a doubt, the public is watching you, your business, what you do and what you say, and they trust you, so take advantage of this and put your shoulder behind your PR wheel like never before.

How to use awards for positive PR

Entering awards is a multi-edged PR tool for franchisors; firstly, if you win, the PR results could be huge; and not only could your win help you attract new franchisees, but it will also raise general brand awareness and solidify your reputation in your sector and in the franchise industry at large. Your win will stay with you for many years, leveraging your brand like never before.

‘Award-winning’ brand

Secondly, just being able to write the words ‘award-winning’ next to your brand name is worth the effort of entering (and yes, we do know how much time and effort it takes, and we appreciate each and every entry, thank you.)

And thirdly, if you can enter one of your franchisees and they reach the finals or win, the internal PR will be fantastic, resulting in one very happy franchisee and potentially some nice organic competition as the rest of the network competes to be entered next year.

But is there anything else you can do to maximise the PR effects of your entry? Well, I’m glad you asked…

Issue a press release for reaching the finals

If you reach the finals, don’t miss the chance to celebrate your success. You would be amazed how many people don’t issue a press release about being a finalist in awards and quite frankly we’re amazed, because they are missing out on some solid gold PR and reputation building.

When a potential franchisee is doing their research and they come across your news about reaching the finals of an awards, they are going to think a couple of things: 1) That you are good enough to even be considered to be in the finals, which is of course an accolade in itself, and 2) that you are active in your marketing and PR efforts, which is reassuring to someone considering investing in your franchise.

For PR best-practice, use your social media channels to share the news of your finalist’s position as well. Most businesses should be on Facebook, LinkedIn, X and Instagram, with some even venturing onto Threads, BeReal and Mozilla Social. Create your images in relevant sizes and orientations, choose your hashtag, amend the copy for each different channel, tag the awards organiser and sponsor and share, share, share! Keep your tone on brand but authentic; let your happiness shine through.

PR legacy

Laying a solid PR trail for your brand is important for so many reasons, not least that should you ever come to sell the business, a Google of your name by the new buyer or investors will bring up a multitude of great stories about you. You can’t fake good history, nor can you back-date good news.

No matter how large or small your brand is, if you see an award that you think is right for you, enter, and if you are a finalist, issue a press release, letting everyone know you’ve caught the judge’s eye and are in the running for some big brand raising celebrations. Good luck!

Pip Wilkins

Chief Executive, British Franchise Association

With more than 20 years’ experience in the franchise sector, Pip has extensive knowledge from all areas of the bfa business and the franchise industry. She is well-known and highly regarded in franchising for her dedication and depth of knowledge.

Pip regularly speaks at conferences and seminars both domestically and internationally, as well as writing on franchising matters for national, local and franchising trade press. Pip is also a regular judge for the annual bfa HSBC Franchise Awards, the Franchise Marketing Awards and Global Franchise Awards. Pip represents the UK at both the European Franchise Federation (EFF) and World Franchise Council (WFC). The bfa has grown to be one of the largest franchise associations in Europe, and one of the most successful associations in the world.