A great business idea combined with an outstanding franchise model carries no weight if potential owners never buy in. For franchisors, attracting potential franchisees is at the core of business success.

When you've invested excess funds into paid advertising without generating solid leads, it may be time to change things up.

Here are just a few ways that a franchise public relations strategy can work for you:

• Add credibility: Having a third party endorse your brand generates credibility for your franchise and its business model. A franchise that is regularly represented in media outlets, such as in national trade or local publications, conveys the message that it is well-established. This is particularly helpful when entrepreneurs look for opportunities to own their own business. Seeing consistent news coverage will make a potential buyer feel more confident.

• Increase awareness: You cannot generate sales leads without getting the word out there. A well-thought-out public relations plan can ensure your franchise gains the attention it deserves from customers and potential franchisees. PR pros know how to target specific audiences and "sell" your franchise model without having to use billboards and magazine advertisements. We leverage your unique selling points to gain media attention, organize discovery days and road shows, and increase audience engagement.

• Maintain reputation: Every aspect of your franchise public relations strategy, from press releases to social media, should work together to build a positive reputation for your business in the industry. A PR team is well-versed in reputation management, including knowing how to develop a crisis plan for when things take an unexpected turn. With a strategy put into place, your brand's reputation can remain consistent.

For companies that want to take their franchise to new heights, there are agency professionals like us at Ripley PR. We know how to leverage your unique business model to get your name out there and generate sales leads. We've been in franchise sales meetings. We understand franchise marketing. And we truly "get" your business. Contact us today to start working on a plan to take your company to the next level.

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