Franchising in the UK is very competitive. Let’s face it, so many brands are actively competing for the same prospects, so standing out from the crowd is no easy feat.
Here at Rev, we understand the unique challenges that franchisors face… and we’re here to help you navigate the complex world of public relations in your quest for brand awareness! Because we’re just nice like that.
One of the most powerful tools in your PR arsenal is the press release. Always has been and always will be. But is there a winning formula for creating a press release that grabs attention and generates results? Let’s dive into the essentials.
Understanding the purpose of a press release
A press release is a concise, compelling document that informs the media about significant news or developments within your franchise. That makes it sound incredibly boring, but we promise you, it’s not! It’s your chance to tell your story in a way that engages journalists and, ultimately, your target audience. But not all press releases are created equal. A winning press release needs to be newsworthy, well structured, and tailored to the interests of the media outlets you’re targeting. In other words, one size doesn’t fit all.
The winning formula
Engaging headline
Your headline is the first thing journalists see, and it needs to grab their attention immediately. Aim for a headline that is both informative and intriguing. It should succinctly convey the essence of your news while sparking curiosity. We use something called the ‘coming up next’ strategy for creating our headline. If you’d like to hear more about this, give us a call and we’ll gladly chew your ear off about it.
Example: “My oh my! The national rebrand that’s got everyone talking.”
Compelling opening paragraph
The opening paragraph is crucial, and the way to construct it hasn’t actually changed in years. It should provide a concise summary of the most important aspects of your news. Answer the key questions: who, what, when, where, and why. This helps journalists quickly understand the relevance of your story.
Example: “After more than six months in the making, My Window Cleaner is proud to announce its full, business-wide rebrand to My Property Pros. With a new name and an impressive new look, the move is designed to take the award-winning franchise to the next level.”
Body of the press release
The body of your press release should expand on the details provided in the opening paragraph. Include quotes from key stakeholders, such as the MD or franchisees, to add credibility and a human touch to your story. Highlight the impact of your news on the industry, your customers, and the broader community.
Example: “It’s been a long time since window cleaning was our only revenue stream,” explains founder, Karen Prewer. “As My Property Pros, we can truly showcase the strength and scope of our franchise. To say this is revolutionary is an understatement – franchisees are already outperforming predictions!”
Supporting information
Include any relevant data, statistics, or background information that supports your story. This could be details about your franchise’s growth, industry awards, or unique selling points. Ensure that this information is directly related to the news you’re announcing.
Example: “My Property Pros’ newest service, roof cleaning, has the potential to generate £1,500 revenue per day. And existing franchisees are already making incredible gains! New recruit Ashley Stevens was the first-ever My Property Pros franchisee. Hitting the ground running in Kingswinford in April 2024, he’s already smashed records as the most successful launch in the history of the network.”
Call to action
What do you want readers to do after reading your press release? Whether it’s visiting your website, attending an event, or contacting you for more information, make sure your call to action is clear and compelling.
Contact information
Always provide clear contact information so journalists can reach out for further details or interviews. Include the name, phone number, and email address of your media contact person. If you work with an agency like Rev, they’ll handle this side of things for you. We always include our own details here so that you don’t get bombarded with unwanted calls … just think of us as your friendly PR rottweilers!
Boilerplate
Conclude your press release with a boilerplate – a brief paragraph that provides background information about your franchise. This should be a standard description that you use consistently across all your press releases.
Example: “Founded nearly three decades ago, My Property Pros prides itself on being a modern and dynamic business with traditional values of customer service, quality and care. AI-fuelled and data-driven, the brand offers franchisees impressive systems and unheard-of levels of automation as well as insights into their business, customers and market data. Today, it is firmly established as a highly profitable, award-winning, multi-van franchise opportunity.”
Final tips for success
Keep it concise
Journalists are busy and appreciate brevity. Aim for 400-500 words.
Use clear, simple language
Avoid jargon and technical terms that might confuse readers. Something we affectionally refer to as ‘absolutely no bullshit!’
Proofread
Ensure there are no spelling or grammatical errors. A well-polished press release reflects well on your franchise. Fun fact: we send all our PRs away to a professional proofreader (watch out for his upcoming guest blog!) prior to sending them out. Why? Because we know that, no matter how careful you are, reviewing your own work is never a guarantee of quality!
Tailor your release
Customise your press release for different media outlets and audiences to increase its relevance and appeal.
This is as close to a winning formula as you’re going to get – but please don’t think that you can just spout any old nonsense in this style and be rewarded with swathes of coverage across the UK media. Your story still needs to have essential elements to make it attractive and compelling. But if you do have a great story to tell, by following this format, you can create press releases that not only capture journalists’ attention but also effectively communicate the exciting happenings within your franchise. Good luck!
Here at Rev, we regularly share articles about hot topics and offer PR advice to help you maximise your PR activities. Follow us on social media to stay updated: LinkedIn, Twitter, or Instagram.
And if you fancy a chat about your PR strategy in more detail, don’t hesitate to get in touch. We absolutely LOVE chatting about this kind of thing. Email us at [email protected] or call 07921 572554. If you suggest meeting for cake, we’ll pay.
