I wanted to write today on a topic that’s been really interesting for me to learn so far in public relations, especially when it comes to franchise PR.
When your client is a brand, whether it’s a food/drink brand or a franchise concept, you have an obvious product you can pitch. You pitch the food/drink item, special deals or unique menu items and you pitch fun guest experiences. Of course editors want to hear about your product–that’s what makes up your brand!
However, I have learned that finding something really interesting about the brand can help get some additional amazing press…especially if you work with a franchise.
Does one of your franchisees have a fascinating story to tell? Did they come from a completely different background than franchising? Do they have an interesting way of running the business that is different than most other concepts? Have they created a new menu item that might be introduced system-wide? Those are the angles that get press. Editors want to hear stories. They want to hear about a challenge and how passion and determination helped a person succeed. They want to hear about the lessons entrepreneurs have learned in completely different industries that they took with them to franchising. They want to hear about a company culture, or an interesting workplace environment. They want stories, and finding unique angles and fascinating background information gives them what they are looking for.
I know I will continue my quest for a back story. Will you? : )