Traditional PR involves generating unpaid media coverage through outlets like TV, radio, print and online to reach business, consumer and other audiences. When integrated properly within a marketing plan, PR can exponentially increase a brand's credibility compared to paid advertising while helping to create relevant content. For franchise systems, PR is used to grow the system, help franchisees increase business, and maximize royalty streams. When PR works well for a company, it tends to be because they have clear goals, commitment from leadership, and a differentiated product. Metrics like media impressions, web traffic, and new leads are used to measure PR success.

1. How Traditional PR, Done Right, Can
Accelerate Your Franchise System
Speakers:
David Chapman Founder and CEO
919 Marketing Company
Doug Schadle Co-Founder
Rhino 7 Consulting

2. Today’s Co-Hosts
David Chapman
Founder and CEO
919 Marketing Company
Doug Schadle
Co-Founder and CEO
Rhino7 Franchise Development
Corporation

3. Today’s Agenda
What do we mean by traditional PR?
How should traditional PR be integrated
within your overall marketing mix?
How are franchise systems using it now?
When it works… and when it doesn’t
How can you use PR to drive results
for your system?

4. Before we get started…
I suspect someone on the call is thinking…
“Why invest in marketing at all given the current
economic climate?”
It’s expensive!
A significant commitment of resources
There are no guarantees

5. Before we get started…
When the alarm clock went off this morning
… a brand was with you every step of the
way as you…
Brushed your teeth
Showered
Dressed
Ate breakfast
Drove to work

6. What Do We Mean By PR?
Generating unpaid (aka earned) media
coverage on your company, spokesperson,
products or services:
MEDIA OUTLETS:
-National and local TV, radio, print and
myriad outline media outlets
AUDIENCES:
Business, consumer, investor, trade
and franchise development audiences

7. What Do We Mean By PR?
Potential audience question #2:
“How is this different than social media? How does
it work with social media?”
Same species –success of both hinges on
the quality of the content generated
PR success is harder to achieve –brings
third party credibility to social media efforts
They must be integrated to maximize effect

8. The Marketing Battlefield

9. How Should PR Be Integrated Within
Your Overall Marketing Plan?

10. How Should PR Be Integrated Within
Your Overall Marketing Plan?
Marketing Options Audit:
-Advertising
-PR
-Digital Marketing
-Social Media
-Direct Mail
-Conferences
-Other

11. How Should PR Be Integrated Within
Your Overall Marketing Plan?
Regarding PR, it depends on your specific…
-Category
-Company goals
-Budget realities
-Company - product lifecycle
-Story angles
-Franchisees

12. How Should PR Be Integrated Within
Your Overall Marketing Plan?
What we do know about PR:
Exponentially more credible
than direct mail / paid ads
Uses third party experts to validate and build
your brand, and increases online rankings.
Its ability to create relevant, high value
content for your brand is unmatched
Adds dimension to social, SEO efforts

13. How Are Franchise Systems
Using PR Now?
Franchise Industry Goals:
Grow the system
Help zees do more business
Maximize royalty stream

14. How Are Franchise Systems
Using PR Now?
New / Emerging Franchise Brands:
Levels the playing field for smaller players
Concept validation
Support franchise sales efforts
Support the zee network
National brand awareness and interest

15. How Are Franchise Systems
Using PR Now?
Established Franchise Brands:
Brand acceleration – company or new
offerings, CEO as industry thought leader
Support franchise sales efforts
Support the zee network
National brand awareness and interest to
impact investors, strategic partners, etc.

16. Standard Metrics
How is PR success measured?
$ per impression versus other media
Coverage in predetermined media outlets
Web traffic / downloads
Phone calls
Lead interviews

17. When PR Works
Company:
-Patience Corporate commitment
to real brand dominance,
-Clear goals not just leads!
-Commitment
-Responsive
-CEO buy in
- Company or product differentiation

18. When PR Works
“A doctor was watching the news and saw a story on us. That very night he and
his sisters were meeting to discuss how to handle their aging mother. He said
the TV story was very powerful and a message from God that he had to follow
up. We started service on his mom the next week for 40 hours a week.”
DAVE WALLACE/SAN DIEGO
“After the TV story aired, we got 20 calls and one new client. PR definitely
helps business and has me recognized everywhere, even at the gas station.
LOL. It always leads to business”
JENNIFER CAMPISI/LOUISIANA
“After my latest article in the local Sun City paper, I received about a dozen
calls. You won’t believe how many times I hear comments about how our
company seems to be everywhere. The competition is always squeezing me
for info on how I get so much press.”
JIM PODZIUS/PHOENIX ARIZONA

19. When PR Doesn’t Work So Well
Company:
-Chasing short term revenue with PR
-Unrealistic goals / weak “me too” offering
-Gym membership mentality
-Weak senior management support
-Underspending / overspending

20. How You Can Use PR To Drive Your
Franchise System
Develop a PR action plan with agreed upon
goals, spending level, timelines and metrics
Media outlets list created
Pitch bank created

21. How You Can Use PR To Drive Your
Franchise System
Implementation Phase:
PR doesn’t stand for press release
Email can break the ice
Pick up the phone – have a take!
Know the reporter, their beat, their audience

22. How You Can Use PR To Drive Your
Franchise System
Implementation Phase:
Use social media to engage, build key
media relationships
Respect deadlines
Learn from misfires
Don’t get roped into dead-end story ideas

23. How You Can Use PR To Drive Your
Franchise System
Leverage your results:
As stated, leverage PR coverage as content
in social media outlets, your website
Promote in ads, email sign-offs
“As seen on Good Morning America”
“Brag book”, Five Guys example

24. How You Can Use PR To Drive Your
Franchise System
Leverage your results:
Use PR campaigns as topics for speeches,
lunches, breakfasts
Contributing writer / advertorials
Deliver press kit to local media
Use coverage on blog, in social communities

25. Questions?
In my opinion PR is the most powerful single
marketing tool there is- but anything worth
having isn’t easily had.
When done correctly – it can catapult your
brand to new heights.
Questions?