Part 3: Empowering Franchisees
In last week’s Part 2 of this series, we discussed several types of PR and news stories that are attractive to local media. One type of great content is feature news which positions each of your local franchisees as an expert in his/her field to the local media.
While some franchise systems are apprehensive to allow franchisees be the face and voice of the brand, others have found it to be the best way to maximize positive media exposure in local markets.
Who would you rather have featured in local media: your CEO or your local franchisees?
My firm has seen clients’ news releases garnering 10 times more local pick-up than national releases when empowering ‘zees to engage their local media executing the following steps:
1. Provide Press Release templates.
Pre-approved templates will allow your ‘zees to quickly create a localized press release while maintaining consistency with your branding and global messaging. Topics may include:
*Special events happening only in their location and therefore not part of a release distributed on their behalf
*Milestones such as anniversary
*Awards and honors received from franchisor or local business groups
2. Provide pre-created and updated local media lists.
Having accurate local journalists’ info at your zee’s fingertips means less time they need to spend preparing to send releases and less worry on your part if they are targeting appropriate media.
3. Provide training for distributing releases
4. Provide ongoing tips for media follow-up
One last note: if you’re marketing a non-franchised chain with all corporate-owned outlets, the same process will give your local managers the power to become local experts and a go-to person for local media.
For more information on developing a program to empower your franchisees, please contact me here.
