3 Things Franchises Should Know About Hiring a PR Firm Be honest about your expectations, explore multiple firms and above all, trust your gut.

By Stephanie Schomer

This story appears in the November 2018 issue of Entrepreneur. Subscribe »

Pekic | Getty Images

Getting the word out about your business -- to both consumers and potential franchisees -- is crucial. But working with a PR agency is an intimate experience. Here are three stories about finding the right chemistry.

Related: Is Hiring a PR Firm Worth It?

1. Know your goals!

From Debra Vilchis, chief operating officer, Fishman PR

When a franchise is hiring a PR firm, make sure that firm clearly understands your business objective -- you're not just going out there and getting media placements for the heck of it! A lot of PR firms get excited to get big hits, but it might not move the needle for the client in the right way. As a specialized franchise PR firm, 98 percent of the time, we find that our customers are trying to grow their systems. So it's important that our clients tell us everything about their goals and about their ideal franchisees. We could try to do a one-size-fits-all approach and secure stories in the Wall Street Journal, but if a brand is looking for a female millennial as their franchisee, that's not going to be successful. We have to be very strategic: Who is the candidate our client is trying to attract, and what are the messages they're trying to convey? From there, we make sure every single angle we pitch and every outlet is going to attack those two things -- but we need to hear them from our clients first.

Related: This Ingenious PR Strategy Will Improve Your SEO

2. What I wish I knew

From Buffalo Wings & Rings

When this Cincinnati-based sports restaurant chain first hired a PR agency, chief development officer Philip Schram figured that a big firm could help him reach everyone he needed to. But he was wrong -- and he spent years hopping between agencies before finding No Limit Agency, a firm that clicked for him.
He wishes he knew to…

Explore options.

Every agency has different skills and specialties, so shop around. Schram met No Limit at the National Restaurant Association and, after speaking to so many others, could see a fit instantly. "What they said made my heart vibrate," he says.

Question the experts' expertise.

Past agencies threw junior staffers at Schram -- but they were trained in consumer PR and hadn't developed the business acumen for his B2B goals: "We needed to reach and talk to investors, franchisees."

Get a big-picture plan.

Restaurants are a crowded space. "For emerging brands like us, it's hard to compete for consumers and franchisees," Schram says. Media attention alone wouldn't do it; that's why No Limit developed a comprehensive plan for PR, revamping the brand's website and fine-tuning its message.

3. Unexpected success

From Sky Zone

What it expected: Eight years ago, just after this trampoline park business began franchising, it hired the PR firm Konnect Agency to get the word out to potential franchisees.

Related: Here's How PR Help Your Venture Grow

What it got: Konnect helped reach new franchisees, but it also helped Sky Zone think bigger about its business. Sky Zone CEO Jeff Platt thought he was first and foremost selling fun, but, he says, "Konnect hit the health angle quite a bit with our press, and in turn, it really became a core value of ours. Offering fitness classes and programs became more important to us."

Stephanie Schomer

Entrepreneur Staff

Deputy Editor

Stephanie Schomer is Entrepreneur magazine's deputy editor. She previously worked at Entertainment WeeklyArchitectural Digest and Fast Company. Follow her on Twitter @stephschomer.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

Elon Musk's DOGE Is Hiring People Eager to 'Work Long Hours' to Eliminate 'Waste, Fraud and Abuse' in the Government. Here's How to Apply.

The Department of Government Efficiency is hiring U.S. citizens to help cut spending and headcounts in the federal government.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

Uber's CEO Says Drivers Have About 10 Years Left Before They Will Be Replaced

Uber CEO Dara Khosrowshahi says the jobs of human drivers are safe for the next decade, but after that, another type of driver will take over.

Business News

'Everyone Can Profit From It': What Is DeepSeek? China's 'Cheap' to Make AI Chatbot Climbs to the Top of Apple, Google U.S. App Stores

DeepSeek researchers claim it was developed for less than $6 million, a contrast to the $100 million it takes U.S. tech startups to create AI.

Devices

Business Owners are Grabbing as Many of These MacBooks as They Can

The Touch Bar is uniquely suited to the multitaskers, and it's only $399.99

Social Media

How To Start a Youtube Channel: Step-by-Step Guide

YouTube can be a valuable way to grow your audience. If you're ready to create content, read more about starting a business YouTube Channel.