Special Feature

Opportunities, not problems! By Gay Turner, MCIPR

3rd June 2009

You could have the best business in the world but it won’t grow and prosper if you keep its success to yourself. Many believe that word of mouth recommendation is the best way to attract customers and recruit franchisees but that is a slow and unpredictable process.

You need to tell others, proactively, about your business, what it does and how. In other words, you need to ‘manage your message’ to attract others to buy your goods or join your network.

Many businesses remain optimistic about the future, despite the recession. Whilst many have axed their promotional budgets, many others continue to invest in marketing and PR to consolidate and protect their existing market share and to keep alive interest from prospective franchisees.

Using PR is vastly cheaper than advertising and is an extremely cost-effective way of improving awareness by gaining editorial coverage in newspapers, magazines, on websites, radio and even TV.

E-marketing and social network sites are other increasingly popular and effective media to explore as part of the marketing mix. Even in this 'quiet' time, there are opportunities which need to be exploited to the full. Creative and imaginative franchisors people are capitalizing on these new markets using proactive PR to keep their businesses in the forefront of people’s minds, crucial for both franchisee recruitment and new sales orders.

Some franchisors run their own in-house marketing and PR campaigns. The most successful are companies which employ a dedicated person or team to drive the publicity effort forward. It is a mistake for an MD to think he or she can do it all themselves, primarily to save money, because it will distract them from their vital role of leading and developing their businesses.

Instead, many appoint a specialist franchise PR and marketing agency, whose contacts and knowledge of the industry will ensure the best possible results. Contact The Chartered Institute of Public Relations about their Matchmaker service to help.

If you decide on the DIY PR route, here are a few tips:

• Treat the media with respect – you need them far more than they need you
• Plan your strategy, determine priorities
• Contact the media when you have a good and interesting news story
• Research the media to identify the right person at each publication or radio/TV station or website
• Write a brief, factual press release – or find a freelance writer to do it for you
• Get a good quality image – preferably a professional one - to send with the story
• Research opportunities for joint promotions or special offers
• Keep promises and always meet deadlines
• Monitor and measure results And, however you decide to go about it, good luck!

©GTPR 2009 June 2009 For a free and impartial appraisal of your marketing and PR needs, please contact us on 01295 770207, email: publicrelations@gtpr.com or visit the website at www.gtpr.com to view recent client coverage

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