What is your main objective for your franchise this year? For most franchisees, it is likely to be growing your business. But how exactly can you achieve growth? Do you need to raise awareness of your franchise with new clients? Drive repeat business from existing clients? PR could be an incredibly effective tool to help you achieve your growth plans.
PR doesn’t have to sit in the hands of an expensive PR agency. There are many great PR ideas that you can try yourself. They needn’t be costly, difficult or time-consuming, but they could make a big difference. PR is a brilliant way to establish your brand and tell people why it matters. Your website and advertising can tell potential customers what you have to offer, but PR will tell your story, bring your brand to life and share it with a new, wider audience.
Here are four ways you can use PR to grow your business:
1. Harness the power of social media
One of the easiest approaches is social media; best of all, using social media is free. For effective social media PR, choose the right platform for your audience. For example, if you’re a B2B franchise, your first choice should always be LinkedIn. But if you’re bringing a lifestyle product to a new audience, Instagram would be the best option.
Make sure your profile is complete, compelling, and says exactly what you do in language your audience understands. Use your platform to share your news. If you attend an event, achieve a milestone, appear in the press or win an award, don’t waste the opportunity – shout about it on social media!
If you are struggling with a problem, you may find social media a supportive community that can help – and bring you new connections in the process. Responding to social media posts from other people and companies is also essential. The more support you show, the more you are likely to receive.
2. Share your story
There is always something going on in a busy business. You might be celebrating your franchise’s birthday, gaining B-Corp status or welcoming a new employee. Perhaps you’re working on an exciting new product or service or have just landed a new client in a different market.
These developments are all worth sharing. From a social media post to a targeted press release, there are many ways to tell your story and celebrate success.
If you are considering sending a press release, maximise its effectiveness by contacting the right publications and websites. It’s better to make the front page of an industry-specific publication than be ignored by the Financial Times.
A strong press release should always include the “who, what, where, when and why” of your story. Try to think like a journalist and make it as easy as possible for them to find the information they need. Include some quotes and images they can drop into their finished article and contact details in case they have any questions.
3. Enter awards
There are awards for almost every industry that recognise hard work, innovation, inclusivity and more, which can deliver excellent PR. Writing an application might cost you time and money, but you should see a good return on your investment.
You can post on social media that you have entered a prestigious award and even ask your community to vote for you. If you are shortlisted or even win, you have great news to shout about. It makes a great social media post, and the press might be interested, too, bringing your good news to a wider audience.
4. Try surveys and polls
Conducting your own research can generate useful insight for your franchise and interesting data for your audience. It doesn’t have to be expensive. You can keep it simple by asking a question on a LinkedIn post or using a free survey platform like Survey Monkey, Google Forms or Jot Forms.
Consider the process buyers might go through to choose your products or services. What alternatives will they consider? What will be their key decision-making factors? What do they think about your brand versus competitors? Slogans like ‘8 out of 10 cats prefer Whiskers’ are memorable. By creating research, you could uncover insights which enable you to talk about your business in a new and engaging way.
Public relations is a strategic communication process that helps build and maintain relationships between your franchise and the wider world, including your existing and potential customers. Most franchises are brimming with great ideas and interesting experiences. Using these PR steps can play a vital role in the ‘Know, Like and Trust’ process of growing your business.
