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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.


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