Getting press coverage for a franchise business can be one of the most effective ways to boost visibility, credibility and customer engagement. Whether you’re a franchisor looking to grow brand awareness nationwide or a franchisee hoping to stand out in a crowded local market, public relations can help shape how people perceive your business and give you a competitive edge.

But franchise PR isn’t a one-size-fits-all effort. It requires a thoughtful strategy tailored to the unique structure and goals of your brand. Below are key steps to help your franchise gain meaningful press coverage that drives results.

1. Nail Your Brand Story

Every successful PR campaign starts with a compelling story. For franchise brands, this could be the founder’s journey, the mission behind the business, a new product or service or a community impact initiative. Your story needs to go beyond selling a product and speak to why your business matters. Think about what makes your franchise unique and how that story fits into broader conversations happening in your industry or community.

If you’re a franchisee, lean into your local connection. Highlight what sets your location apart whether it’s a new menu item, a recent renovation or local partnerships. The more authentic and newsworthy the angle, the better your chances of landing media interest.

2. Identify the Right Media Targets

Franchise brands can benefit from both local and national media coverage. For local franchisees, your sweet spot is often community newspapers, city magazines, broadcast stations and neighborhood blogs. For franchisors, the opportunities expand to trade publications, business media and consumer lifestyle outlets.

Start by building a media list that includes outlets covering small business, food, wellness or whatever niche your brand fits into. Do some research to find reporters or editors who’ve written about franchises or similar brands. Customize your pitch to match their beat and voice.

3. Make the Pitch Count

A great story won’t go anywhere without a strong pitch. Keep it short, focused and timely. Explain who you are, what you’re offering, why it matters and why it’s relevant right now. Include high-quality images if possible and make sure there’s a clear call to action or next step for the journalist.

Avoid mass emailing the same generic message to 50 outlets. Personalize each email. Mention a recent article the journalist wrote and explain why your story is a good fit for their audience. A little effort goes a long way.

4. Leverage Grand Openings and Milestones

If you’re launching a new location, that’s your moment. Media love openings especially when you make it more than a ribbon cutting. Add a community giveback, a free tasting event or a behind-the-scenes preview for influencers and local press. These kinds of events create buzz and give outlets a reason to cover your story.

For existing franchises, think about anniversaries, expansion announcements, awards or partnerships that you can tie into larger news cycles or trends. These milestones are great for reigniting interest in your brand.

5. Keep Relationships Warm

Once you’ve landed a story, don’t let the connection go cold. Follow up with a thank-you email, share the article on your platforms and keep the journalist in the loop for future news. Building long-term relationships with media can lead to repeat coverage and make it easier to pitch again down the road.

6. Consider Working With a PR Agency

If you’re short on time, strategy or media contacts, partnering with a PR agency experienced in franchise and consumer brand storytelling can help you break through. A good agency will not only craft your narrative and pitch it to the right people but also help you plan for future coverage and integrate PR into your broader marketing efforts.

Ready to explore how PR can take your franchise to the next level? Reach out to Public Haus to learn more.