When it comes to public relations, you as a franchisor have a unique opportunity to not only promote your business but also your brand values and culture. Why unique? Well, despite it being 2025, so many brands – yes, even the big ones! – are still failing to put effective PR strategies in place, leaving the market open to ‘share of voice domination’. Done right, then, PR is a valuable tool to attract new franchisees, build trust with customers, and establish authority in the marketplace.
But wait! Far from wanting to dampen the fire of your enthusiasm at this point, it is important to highlight (rather obviously given the title of this blog) that PR isn’t without its pitfalls. There are many mistakes that can trip up a franchisor, but one stands out above all others as the biggest PR mistake: failing to align your PR efforts with your franchise network’s messaging and goals.
Why misalignment is a critical PR mistake
At the risk of teaching grandma how to suck eggs… franchising is a collaborative business model. Your franchisees are extensions of your brand, and customers often don’t distinguish between the franchisor and the franchisee. This means consistency is key – in messaging, tone, and communicated values. A poorly aligned PR strategy can cause confusion, erode trust, and undermine the credibility of your brand.
Imagine this: your national PR campaign promotes cutting-edge technology and innovation to attract new customers, while your franchise recruitment messaging emphasises scalability and business growth. Meanwhile, your franchisees focus their local marketing on traditional, hands-on customer service. The disconnect not only confuses potential customers but also leaves prospective franchisees questioning the clarity of your brand’s priorities and its efficiency. Mixed messages leave potential customers and franchisees scratching their heads. Worse still, franchisees may feel unsupported or misrepresented, damaging the all-important franchisor–franchisee relationship.
How to avoid this PR mistake
Here are some simple but effective ways to ensure your PR efforts align across your entire brand, including your franchise network:
- Involve your franchisees
Your franchisees are your brand ambassadors. Involve them in your PR strategy by seeking their input and showcasing their stories. Highlighting real-life successes from your network not only builds credibility but also fosters a sense of inclusion among your franchisees.
- Create a clear messaging framework
Develop a messaging guide that outlines your brand’s tone, key messages, and core values. Share it with your franchisees and ensure it’s easy for them to incorporate into their local marketing efforts. Consistency across the network is vital.
- Balance B2C and franchise recruitment campaigns
Franchisors often run separate B2C campaigns targeting customers and B2B campaigns aimed at recruiting new franchisees. While these campaigns serve different audiences, they must share common threads. For example, if your B2C campaign highlights innovation and customer satisfaction, your recruitment messaging should emphasise how franchisees benefit from innovative systems and strong customer loyalty. Consistent messaging reinforces your brand’s strength and makes it easier for franchisees to market effectively at the local level.
- Tailor PR efforts to local markets
While your overarching PR strategy should reflect your national brand identity, it’s important to recognise and respect the unique needs of local markets. Provide franchisees with tools and templates to adapt your messaging to their audience without losing the essence of your brand.
- Communicate regularly
PR doesn’t exist in a vacuum. Regular communication with your franchise network ensures everyone is on the same page. Host webinars, send updates, and encourage an open feedback loop to maintain alignment.
- Work with specialists
Franchise PR is a niche area. Working with a PR agency that understands the franchising model can make all the difference (we know a good one). Specialists can help you navigate the unique challenges of franchise PR and keep your messaging consistent across the board thus avoiding these critical PR mistakes.
The role of PR in crisis management
An aligned PR strategy becomes even more critical during a crisis. Whether it’s a reputational issue, a franchisee scandal, or external market challenges, having a unified message ensures the situation is handled professionally. Clear and consistent communication prevents confusion among customers and franchisees alike. For example, if a franchise location faces a PR crisis, the franchisor’s overarching message should guide the response, demonstrating leadership and control while protecting the brand’s reputation.
A well-aligned PR strategy also provides franchisees with a playbook to follow during challenging times, minimising damage at the local level and reinforcing the network’s strength. By preparing for potential crises in advance, franchisors can respond quickly and effectively, preserving trust with all stakeholders.
The ripple effect of good PR
When your PR strategy is aligned with your franchise network, the results can be powerful. Customers see a cohesive brand that inspires trust. Prospective franchisees are drawn to the professionalism and clarity of your messaging. And your franchisees feel valued and supported, strengthening the relationship that underpins your entire business.
At Rev PR, we’ve helped countless franchisors navigate the complex world of PR. By focusing on alignment, we ensure your brand’s story is told consistently and effectively – from the boardroom to the coalface. Did we just give away there that one of our director’s dad was a miner?? #ProudYorkshireman.
Looking to avoid or undo your brand’s PR mistakes? Let’s chat! We’d love to help you take your brand to the next level. We absolutely LOVE discussing this kind of thing. Email our co-founder Lucy Archer on lucy@revpr.co.uk or call 07921 572554. If you suggest meeting for cake, we’ll pay.
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