Tag Archives: franchise PR

5 Franchise Marketing Trends for 2022

5 Franchise Marketing Trends for 2022

Marketing trends are always changing, and it can be hard to keep up. As we head into 2022, we’re tackling these trends using the proven methods our team mastered over our 10 years in business in new, innovative ways.

Here are five marketing trends that franchises should take note of as we move into 2022.

  1. All Ears for UGC

    User-generated content (UGC) and postings from micro and nano influencers—staples of our own agency’s influencer outreach strategies—reign supreme in a social media landscape where more users than ever take an active role in content creation. Platforms like TikTok have lowered barriers for content to go viral and for users to monetize content, and other platforms have followed suit. Do not discount organic brand validation even in a franchise development capacity—where can you find ready-to-use brand testimonials from a third party? Tools like Hootsuite provide helpful social listening and mention monitoring to find positive client sentiment to repurpose.

  2. KISS (Keep it simple… and short)

    Attention spans continue to shrink across all demographics, and busy multi-unit franchise investors are no exception. Bite-sized, shareable and informational content means more of your audience is likely to consume and disseminate your message to their networks. We’ve implemented short-form video content like Q&As or live tours in content marketing and social media pieces to communicate more with less.

  3. Alexa, What is SEO?

    95% percent of searchers only view the first page of online search results and voice searching via AI like Alexa is also on the rise, meaning ranking highly within search algorithms is more important than ever. SEO is deeper than backlinking and interlinking processes—it requires a comprehensive content strategy to develop useful site content that many businesses don’t have the expertise to create. When drafting content marketing pieces, we always provide detailed rationale for the keywords and corresponding copy that we use to further business goals via organic search.

  4. Show Me the Numbers

    Concrete systemwide data, consumer reports and industry statistics are necessary to support brand claims. Press outlets and audience members alike react positively to specificity in your data. How can you mine the stats to find golden nuggets of sales data? We assist our clients in finding the best numbers to tell the story of their brand growth in new ways.

  1. Privacy, Please

    Apple’s latest update, iOS 15, provides enhanced privacy controls, including Mail Privacy Protection. Facebook has also acquiesced to users’ calls for less invasive tracking for advertising purposes. These updates require all marketers to scrutinize data differently and devote their content to a highly researched audience. For example, our agency has implemented innovative strategies across the board to not rely solely on data provided by digital platforms and to incorporate detailed profiles to reach the best target audience.

COO’s Corner: Be Present in 2022

COO’s Corner: Be Present in 2022

It’s hard to believe another year has come and gone. After overcoming the triumphs and tribulations of the pandemic, 2021 truly embodied resilience. With a renewed feeling of hope, brought by vaccines, I’m challenging my staff to live mindfully and be present in the year ahead.

Even in our structured hybrid, we still need to show up – and we need to show up more than ever. In our latest agency seminar, I encouraged my staff to take a moment and reflect on their practices and how they can be more mindful in the year ahead. Here are some tips:

1. Turn Off Notifications

Between my Apple watch, email alerts and text messages, I constantly feel like someone is tapping me on the shoulder.

You may have emails, texts and meetings to deal with, and of course, your own work. To balance all these needs, pausing your notifications for specific periods of time is a happy medium. In the middle of it all, you can apply principles of mindfulness to feel alive and present and even more productive.

2. Talk Less, Listen More

We all like to think we’re good listeners, but there’s a big difference between nodding as you wait for your turn to speak and actually being present.

People do not learn new things when they talk; they learn by actively listening. In today’s busy world it can be hard to shut out distractions that draw us away from the conversation.

Practice mindful listening to eliminate internal and external distractions, so you can absorb and understand fully what is being communicated to you.

3. Get Into a Flow

You may have heard about multi-tasking, but how about single-tasking — doing one thing at a time. Nobody can multi-task, in reality, the brain cannot perform two tasks that require high brain function at one time.

To get into a productive workflow, protect yourself from interruptions and take one task at a time. Be mindful of your deadlines and set chunks of uninterrupted time to get that task done. That goes for respecting your colleagues’ time as well. Schedule a meeting to go over a project or brainstorm new ideas, rather than interrupting their workflow.

4. Stop Working Like Everything’s an Emergency,

Mindfulness at work may seem counterintuitive. You’re slowing down to become more efficient and productive.

Working in a panicky rush leads to bad decisions. As an agency, we live by the saying “this is PR, not the ER,” to keep our staff from constantly working in 911 mode. It’s hard to be present if you’re constantly working in crisis mode.

By purposely managing your technology notifications, listening skills and workflow, mindfulness at work is possible.

Lauren Izaks is the COO and executive vice president of All Points Public Relations, a franchise-focused PR agency based in the Chicagoland area, www.allpointspr.com.

Senior Account Lead Rosie Gillam Presents at All Points PR’s Second Team Seminar

Senior Account Lead Rosie Gillam Presents at All Points PR’s Second Team Seminar

photoLast week, we had a great time kicking off our second monthly team seminar with senior account lead Rosie Gillam.

Rosie presented on a topic that is near and dear to our media-loving hearts, “Get Your Message Straight: Why Everyone Needs Media Training.”

At All Points Public Relations, a Chicago-based franchise PR firm, we support our clients in media training for a variety of TV, radio and print segments and interviews. We nominated Rosie to share some best practices that she has up her sleeve.

From start to finish, Rosie provided helpful tips on acing any interview, and feeling confident along the way.

Here is a summary of her key points:

As publicists, in order to provide media training we must know the format of every interview we secure on behalf of our client. Each format has different demands. The six to keep in mind are: 

  • Print/Online Interviews
  • Television Interviews
  • Ambush
  • Radio Talk Show
  • Telephone
  • Editors Desk-Side

For example, if our client has a television interview, we would recommend that they stray away from wearing black, white, or small patterns. However, big patterns or jewel-toned colors will compliment anyone on camera.

Recommending television attire is one way to demonstrate that preparation is key in any interview. But, as always, the content of the interview is the most important part.

As our client puts their best foot forward, we always provide three ways to support their efforts: identify our objectives, prepare stats/figures and examples, and prepare responses to tough questions.

When our client finally has their interview, the conversation should be natural and personable. Even if a tough question is thrown at our clients, they can always politely ask to follow up over email after the interview. There are many options a client has before allowing themselves to get nervous.

Then there’s after the interview, where Rosie underlined some great points that are a must for any interviewee. Three suggestions are:

  • Send a follow-up message via email
  • Thank the reporter for their time
  • Bullet three target messages

Overall, Rosie provided many helpful tips during her presentation on a service we are proud to provide to our clients. She outlined the most important aspects of media training, while also demystifying the interview process.

Stay tuned for December’s seminar, led by PR Associate Samantha Kritt.

PR Associate Adee Feiner Kicked Off All Points PR’s First Monthly Seminar

PR Associate Adee Feiner Kicked Off All Points PR’s First Monthly Seminar

photoJust recently, our team decided to hold monthly seminars presented by our very own colleagues. This is a plan we are particularly excited about because…

  • We want to hear one another’s thoughts on topics pertaining to franchise PR/Social Media
  • Seminars are a fun way to grow professionally
  • We have an excuse for team lunch (need we say more?)

We are happy to announce that our plans came to fruition last week, when we had the pleasure of viewing PR Associate Adee Feiner’s presentation on “Research and Development: Finding the Right Reporter.”

As a franchise PR firm, where personalization is key, and specialization is everything, Adee’s presentation hit home for us as professionals.

Here is a summary of her key points:

When researching reporters for a pitch, you essentially want to find the perfect match; someone who will hit the ground running and write a fantastic story.

In order to do so, PR professionals have many options available to them: search engines like Google, or databases like Cision. Whichever route you choose, you need to have a calculated plan.

If a pitch is about a female CEO, Cision can be a great place to find a reporter who writes on “Women in Business.” But, it takes reading a few articles to also know the following:

  • What column does s/he write for?
  • What are his/her deadlines?
  • Is there an underlying theme to the piece s/he writes?

From here, you finally have the tools to personalize your pitch and reach out to the reporter. When doing so, try to mention a past article and your thoughts about his/her work.

Also, it is important to provide the column/section in which your potential story would be a perfect fit. This will show you respect the reporter’s time.

Overall, Adee did a fantastic job in covering the many intricacies that come along with researching the perfect recipient for a pitch. She provides great reminders that we are sure to emulate going forward.

Stay tuned for November’s seminar, led by Account Lead Rosie Gillam.

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The Whole of PR is Greater Than the Sum of Its Parts: Integrated PR for Franchise Lead Generation

The Whole of PR is Greater Than the Sum of Its Parts: Integrated PR for Franchise Lead Generation

Franchise companies that have ambitious growth plans should consider an integrated public relations strategy.

A truly integrated approach incorporates critical PR elements into a cohesive plan that strengthens franchise development efforts. At All Points Public Relations, a Chicago-based franchise PR firm, we believe that there are three necessary components to every PR strategy aimed at driving franchise leads: media relations, social media and content marketing.

Each of these components plays a critical role and should work to enhance the franchise sales cycle your company has set in place.

Integrated Public Relations

Media Relations Sparks Initial Interest
The initial step is to identify publications, whether local, national or consumer, that interests your preferred franchise candidate. Landing earned media coverage sparks the attention of potential investors to initiate the discovery process. Nothing speaks more about your franchise than profile stories that feature your existing star franchisees.

Social Media Moves Candidates Along
Now that you’ve sparked initial interest, your candidate will investigate your concept in every way possible. Think of social media as real estate where you can manage and present your company’s image. By being present, creative and authentic, you can share your franchising messaging with prospects so they can continue the course of the discovery process.

Content Marketing Converts Leads to Franchise Sales
It is key that you nurture and help guide your candidates though the buying cycle. Tap into content marketing to push prospects along using branded, well-designed, compelling blog entries and content-driven e-mails that help reaffirm your candidate’s decision to move forward with your franchise.

When combined, these three integrated PR elements have the power to propel your franchise development strategies into overdrive. A fully integrated methodology that blends media relations, social media and content marketing works together to develop the leads and close the deals your franchise concept commands.

From Powerplays to Pitching: Similarities Between Sports Reporting and Franchise PR

From Powerplays to Pitching: Similarities Between Sports Reporting and Franchise PR

shutterstock_90528970Associate Adee Feiner reflects on her transition from sports reporting to being a publicist with All Points PR:

I remember my very first time interviewing an athlete for my college newspaper. After the initial excitement of landing a coveted position as the Men’s Hockey beat writer for the University of Wisconsin-Madison’s The Daily Cardinal faded away, the panic set in. I had to actually talk to an athlete. I arrived at that first hockey practice notebook in hand, nervously pacing the hallway of the facility. In my head, the scenario of interviewing athletes and coaches always played out smooth. But as I stood there waiting for my first interview to show up, all I did was worry that I would come off as uninformed, uneducated and unsure.

However, once that I met that first player and started asking my questions, the fears, jitters and trepidations I had disappeared. As the season progressed, I built a relationship with the team, coaching staff and media personnel. There was a comfortable familiarity and ease that I became accustomed to, and I really missed it when the season ended and I graduated.

Funny enough, I had no idea I would go through almost the exact same process in my post-graduate job as a Public Relations Associate with All Points Public Relations.

The first time my boss Jamie asked me to pitch a story to a reporter over the phone, I’ll admit that I had a mini heart attack. I’m from the technology generation. We text, email and tweet, rarely do we actually call someone!! You’ll have a much better shot over the phone, Jamie said. I sat at my desk with the pitch in front of me, staring at the reporter’s phone number for a good five minutes. Finally picking up the receiver and punching in the numbers, it felt like the phone rang agonizingly long. The reporter answered, so I told her my name and why I was calling. As soon as she told me she’d love to know more, I released that breath I had been holding since I dialed her number. It was at that moment I realized my days as a sports writer were paying off… Sharing a story idea with a reporter is a lot like interviewing an athlete. Here’s how I took my experience from powerplays to pitching:

 

  1. Do Your Research And Know Who You’re Talking To: You wouldn’t ever ask a goalie about offensive strategy, or a defensive linebacker about a running back’s job. You know who you’re talking with to better write your questions. Well, it’s the same story while pitching. You don’t want to approach a business reporter with a lifestyle story. Sometimes doing the research can take time and feel arduous, especially with bigger publications. But when you find the right reporter, the process can feel smoother and the conversation will flow.
  1. Be Personable: While covering a football story, I had to interview a freshman on the team. I quickly realized he was more nervous than me, and made a joke to put us both at ease. We both relaxed, and things felt less like an interview and more like a conversation. It’s a similar process while pitching reporters. I’ve learned that opening an email with “I hope you’ve had a great weekend,” or asking how they are when you call them makes reporters more open to talking with you. It won’t feel like another PR person trying to get a placement for a client, but rather one person talking to another about something that potentially might interest them.
  1. Keep It Brief and Be Concise: I went into an interview once for a game night preview with a list of 10 questions for a player. I got through about four of them when I realized he was getting pretty antsy. There was no way I was going to get through ten questions with this guy, and I had better be content with what I did get from him. The next time around, I condensed my questions to get straight to the point that I wanted to hear. The answers I was given were lengthier, providing me with more info for my article. One of the first pitches I put together for a reporter looked like a short novel. I realized that he didn’t want to read through that whole thing and try to find what he thought might be the potential story angle. After working through it with my boss Jamie, he helped me bring it down to a few key paragraphs, with the main point at the top. It’s a useful tactic that has always served me well.
  1. Compliments Never Hurt: This one might be the oldest trick in the book, but it’s worked every time. I interviewed one of the younger members of the hockey team who had been the subject of a feature on NHL.com. Since the team was coming off a tough loss the weekend before, congratulating him on the achievement lightened the mood and made him more open to my questions about the game ahead. The same can go for a reporter you’re pitching a story to. Most interviews and placements that I’ve secured came from pitches that started with “great piece about X,” or “I loved the feature on Y.” It kind of goes hand-in-hand with doing your research. Showing a reporter that you’ve taken the time to learn more about who they are and what they write can only increase your chances of securing something for a client.

When I stepped into that hockey practice facility for the first time, I never would have guessed that one year later, my rink-side days would serve a dual purpose in my PR career. But, it’s usually the experiences that we least expect are the ones that we can draw on for inspiration in our careers.

Although, I have to say that I don’t miss the occasional sweat that dripped down on my notebook during interviews. I’m completely okay leaving that experience behind.

LinkedIn for Businesses

LinkedIn for Businesses

LinkedInBusinesses are leveraging the power of LinkedIn, the largest social network designed for dialogue relating to career advancement and general business matters like never before.

As it relates to the industry where All Points Public Relations, a Chicago-based PR Firm, focuses its attention, franchising, LinkedIn is an asset to cherish and more and more brands are discovering its benefits.

In particular, franchise organizations need to have and manage a LinkedIn Company Page and perhaps one or more Showcase Pages. As the strength of LinkedIn grows, Company Pages are becoming hubs of rich content that can engage current and potential customers, current and future employees and other vital stakeholders such as investors. Plus, the Showcase Pages offer an opportunity to further dial in with your LinkedIn follower base to give those connecting with your business even more relevant information.

For instance, a franchisor may choose to use a LinkedIn Company page to spotlight their products and services for their clients, or to celebrate company successes, new hires or for general organic engagement about relevant news and topical matters. Then, they can leverage the LinkedIn Showcase page to dial in on franchise development topics and advancements so that interested investors can glean entrepreneurial focused content and growth information from the company, thus increasing their interest in buying a franchise.

Plus, the SEO benefits are measurable. Google indexes company pages; meaning that pages serve as a tool for strengthening rank in organic search results. Each search result contains a brief 156-character company description, which should quickly compel potential customers to learn more about the business by clicking on the link.

With more than 300 million members, LinkedIn is a worthwhile investment. People who visit LinkedIn are in a professional mindset and are actively seeking insights to connect even closer with the brands they are engaging with through the social platform.

A well-organized LinkedIn presence for a franchisor can build a loyal fan base, increase investor interest and further develop a company’s identity, especially if it provides thought provoking ideas and offers compelling reasons for LinkedIn members to return or dig deeper through other online means.

At All Points PR, we implement a full LinkedIn strategy for our franchise industry clients, including initial setup and ongoing management. The social media services, which are part of the integrated Franchise PR collection of offerings, aim to leverage innovative communication strategies by creating interactive experiences for a targeted set of customers (consumers, businesses and potential franchisees). To learn more about our services visit allpointspr.com/services.

All Points PR Secures Profile on Heroic Private Contractor Turned Entrepreneur

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All Points PR Secures Coverage for National Pizza Buffet Chain in Key Growth Market

Stevi B's- 3.13.14

All Points PR Secures Coverage for National Pizza Buffet Chain in Key Growth Market

All Points PR secured a feature article on a pizza buffet chain’s franchise expansion plans for Spartanburg, South Carolina. The story ran in the paper’s “Business Centerpiece” column that focuses on the brand’s quest to find the right entrepreneurial fit to open the new restaurant.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/Spartanburg-Herald-Journal-March-12-2014.pdf

All Points PR Secures Feature on Behalf of IT Service Provider and Fine Men’s Grooming Salon

All Points PR Secures Feature on Behalf of IT Service Provider and Fine Men’s Grooming Salon

All Points PR secured a feature story on behalf of two Atlanta-based entrepreneurial couples. The article focuses on how husband/wife franchisee teams can overcome the challenges of transitioning from life partners to business partners.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/Atlanta-Journal-Constitution-February-10-2014.pdf

All Points PR Secures Coverage for IT Service Provider in Major Business Publication

All Points PR Secures Coverage for IT Service Provider in Major Business Publication

All Points PR secured an outlook piece for a New York City-based IT service provider. The story ran in the publication’s “Small Business Report” and focused on the franchise’s annual growth projections for the year ahead.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/Crains-New-York-Business-January-20-2014.pdf

All Points PR Secures Feature Article for Military Veteran Turned Franchise Owner

Kona Ice- 12.30.13

All Points PR Secures Feature Article for Military Veteran Turned Franchise Owner

All Points PR secured a profile article for a mobile shaved ice truck owner and operator in Bayou, Virginia. The story includes an overview of the owner’s military experience, his involvement in “Run for the Wall” and his commitment to giving back to the community through his newly launched shaved ice business.

http://allpointspr.com/wordpress/wp-content/uploads/2013/12/Dwayne-‘Cajun’-Guidry-attracts-attention-in-his-ice-truck-and-during-‘Run-For-The-Wall’.pdf

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All Points PR Secures National Q&A Feature for Art & Wine Franchise

Bottle & Bottega- 12.13.13

All Points PR Secures National Q&A Feature for Art & Wine Franchise

All Points PR secured a feature article for an art and wine franchise concept on a nationally syndicated online news site. The Q&A offers an in-depth look at the brand’s journey from a single Chicago-based art studio to a national chain.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/Huffington-Post-December-13-2013.pdf

All Points PR Captures Client’s Stories Through Premier Press Coverage

All Points PR Captures Client’s Stories Through Premier Press Coverage

All Points PR works closely with its client Le Duff, America, a multi-brand restaurant company, to expose its brands to a variety of non-traditional venue sectors, i.e., airports, colleges and medical centers. Le Duff appeared in a feature story in Airport Revenue News, the premier airport trade publication. The piece highlighted the momentum and excitement behind the brand, alerting airport foodservice operators to the strength of Le Duff’s concepts. All Points PR coordinated the interviews and photos for the story, as well as much of the supporting information for the reporter.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/All-Points-PR-Sends-Clients-Story-Soaring-with-Premier-Press-Coverage-Airport-Restaurant-News-November-2013.pdf

All Points PR Positions Client as Prominent Expert in National News Story

All Points PR Positions Client as Prominent Expert in National News Story

All Points PR secured press coverage in a national business publication for an IT service provider specializing in working with small and medium-sized businesses. The story focuses on how Section 179 of the Internal Revenue Code has created an impetus for small businesses to upgrade their technology solutions before the end of the year. The company CEO, as well as one of the brand’s clients, provides expert insight for the story.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/Forbes-November-19-2013.pdf

All Points PR Secures Regional Media Exposure for Educational Childcare Concept

Childrens Lighthouse - 11.13.13

All Points PR Secures Regional Media Exposure for Educational Childcare Concept

All Points PR secured press coverage with a major daily paper for a rapidly expanding educational childcare franchise. The article focuses on the brand’s franchise development plans for the Kansas City Market, highlighting that the company recently signed an agreement to launch it’s first center in the market.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/Kansas-City-Star-November-13-2013.pdf

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All Points PR Secures Q&A Profile Piece with Major Daily Paper

All Points PR Secures Q&A Profile Piece with Major Daily Paper

All Points PR secured a Q&A article for the owner of an art and wine studio. The article covers all the bases including the franchisee’s personal and professional background, her motivation for opening an art and wine studio and the success she’s experienced thus far.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/The-Oregonian-October-31-2013.pdf

All Points PR Secures National Media Exposure for Art & Wine Studio

All Points PR Secures National Media Exposure for Art & Wine Studio

All Points PR secured national press coverage for an art & wine franchise concept with Entrepreneur. The two part article includes tips for women who are interested in stepping into franchising and taking control of their personal and professional destinies. All Points PR’s client is positioned as a franchisor that cares deeply about supporting franchisees and guiding them towards a successful future in business ownership.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/Entrepreneur-Online-1-October-31-2013.pdf

>> Women In Franchise Slideshow

“When the going gets tough, the tough get going…”

“When the going gets tough, the tough get going…”

Positive-AttitudeRarely is securing press coverage easy. It takes hard work and dedication to achieve your PR goals. It is easy to become downtrodden when faced with adversity and stress with your PR work, but a positive attitude is a powerful tool when overcoming obstacles.

Fact is, the way you feel about a situation has an impact on how you handle it. Negative feelings tend to cloud your judgment. Having a positive attitude allows you to see opportunity when faced with a challenge, especially in PR.

Just like anything in life, it takes hard work to see the positive in a negative situation, such as a struggle to generate press. Here are some useful tips and tricks to keep an optimistic attitude in the workplace.

1) Organization is Key: It is easy to become overwhelmed at work when there is no organization system set in place. When papers are strewn about it is easy to lose track and become discouraged. Less is more. Get rid of the junk and develop a system that works for you. There are many free applications you can download on your computer and phone to help you keep organized. When things are less chaotic on the surface, you will feel more in control of the situation.

2) Forward Thinking: Another way to keep a positive attitude at work is to set goals for yourself. For example, “by Thanksgiving I am going to finish this project, land this story or complete this assignment.” The sense of accomplishment once you have achieved your goal will not only boost your confidence but also give you the mindset to think towards the future.

3) Celebrate Others’ Successes: It is important to be happy for co-workers when they achieve a goal or reach a milestone. Jealousy over another’s achievement only drags down your mood and allows negative thoughts to filter in. Think of your co-workers as your teammates. You are all working to accomplish the same goal.

4) Out of Your Control: Accept that some things are out of your control. If you obsess over every single thing that goes wrong you will lose track of the overarching goal. Prioritizing will help you keep track of what is most important and what is trivial.

5) Fake It Till You Make it: When all else fails, fake it. Come into work each day with a smile on your face and with the best of intentions. If you think positive thoughts, eventually it will just happen naturally.

Having a positive attitude is beneficial in the workplace. Your attitude affects everything from communication and teamwork to productivity. Just keep your head up and remember, when the going gets tough, the tough get going.

5 Tips to Ensure Your Pitch is Actually Newsworthy

5 Tips to Ensure Your Pitch is Actually Newsworthy

old-school-journalistEvery public relations professional has been there — your client has some “news” they want to see published…that really isn’t news at all.

Great. Your mission is to please the client (who pays you). But, of course, you’re not going to bribe a reporter with anything but one heck of a storyline.

So what do you do? You work your PR magic and you turn that new hire announcement into the most important business growth news happening right now, which points to a greater industry trend.

Easier said than done. Still, if you follow these five tips when fine-tuning your next pitch, chances are your announcement will reveal something truly newsworthy — and maybe even land you one of those home run stories for your client.

1. Make sure your media pitch has an impeccable time peg to it. A peg, or story angle, is the crux of your argument as a public relations professional pitching the media. A peg is something people hang a coat or hat on, so think of your peg as something a reporter can cling to at that very moment. The peg is perhaps the most crucial element to your pitch. It answers the “why” for the reporter doing his or her story gathering. And, its timeliness answers the “When should I write or report on this?” question that is always lingering in a reporter’s and editor’s mind. One example we successfully used at All Points: We ran a social media contest on behalf of a fast casual franchise client in which fans submitted ideas for the next new item on the menu. Then, when the winner was chosen, we had a crucial time peg — “Popular area restaurant creates new flavor using innovative social media contest.” As PR professionals, we essentially created what became a timely news angle.

2. Be sure your media pitch has an overall sense of urgency. Every time you send out a pitch — whether via email, through a phone call or smoke signals — be sure there is a sense of urgency embedded deep within the core of your message. You want this story to be written yesterday. And you want the reporter to “want” to be the one to tell it. So, in addition to creating a pitch with a great time peg, the pitch needs to feel incredibly important. Something may have happened today, but that doesn’t make it urgent or incredibly timely. For example, I brushed my teeth today. Big deal — no news there. But, if I brush my teeth today and contributed to the overall well-being of my mouth by protecting from cavities, removing stains and avoiding bad breath, I’ve done something that feels more urgent.

3. Sprinkle useful facts and newsy tidbits into your pitch. While as PR professionals we tend to want to make everything seem grandiose — we want our client to be more unique than every competitor — it’s also important to realize the media you’re pitching, depending on their experience, can become really good at smelling too much BS. You have to feed the desire of journalists and provide them with relevant, factual information about your client and company that can indeed contribute to an objective story about or including them. If your client is comfortable with sharing revenue numbers or other useful statistics, use that — of course, be certain it tells a positive narrative about the client. And don’t be afraid to go to the Google machine and find outside sources or statistics that can help position your client within a larger trend. For example, if your client is in the real estate industry, look at stats within the target market and use those positive stats to help position your client within a larger piece about a promising housing market.

4. Provide the reporter a specific call to action. You generally don’t get what you don’t ask for (unless it magically falls from the sky). Therefore, be upfront with reporters — without being in their face or combative — and ask for something at the end of your pitch. Don’t be afraid to ask the reporter if you can carve out some time for your source to speak with him or her. It may not work all the time, but it has been successful and it can certainly further a conversation. It also clarifies things for the reporter. Being vague is never a good option if you want a task to be completed.

5. Finally, put yourself in the reporter’s shoes — Would you pursue this story? And now, the moment of truth. You’ve drafted that pitch. But before you send it to your editor (and especially before you send it to media) ask yourself a very important question: Is this story interesting? Is this something I or other people would actually want to read about? You’d be surprised — when you answer yes to that question, chances are the reporter on the other end will do the same.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/old-school-journalist.pdf

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All Points PR Secures Article on Franchise Growth for Educational Childcare Center

All Points PR Secures Article on Franchise Growth for Educational Childcare Center

All Points PR secured an article with the Austin American Statesmen that outlined the planned franchise growth for a childcare center in Austin. The article mentioned the informational meeting the company was holding for interested franchisees in the area.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/Austin_American_Statesmen_April_18_2012_-_PDF.pdf

All Points PR Helps Business Brokerage Firm Franchisee Leverage His Expertise

Murphy Business - 3.13.12

All Points PR Helps Business Brokerage Firm Franchisee Leverage His Expertise

All Points PR secured an article with the Marietta Daily Journal about a Murphy Business & Financial Corporation franchisee’s expertise on job loss in Marietta, Georgia. The reporter interviewed and took a photo of the franchisee, angling him as an expert on the topic of former professionals transitioning into entrepreneurship.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/Marietta-Daily-Journal-March-8-2012.pdf

All Points Secures National Press for 5 Horizons Group

All Points Secures National Press for 5 Horizons Group

All Points PR landed a major feature story with IndustryWeek on behalf of 5 Horizons Group. In the article, Kevin Lehrer, managing partner U.S. operations, is positioned as a clear-cut industry leader and expert on Asian manufacturing strategies. The insight and information conveyed throughout the story demonstrate the know-how, experience and perspective the leadership team bring to the table.

http://allpointspr.com/wordpress/wp-content/uploads/2014/07/Industry_Week_-_January_3_2011.pdf