Global Franchise Issue 10.1

LUCYARCHER Co-founder of REV PR PR has the power to shape perception, build credibility and spark conversations in a way no other marketing discipline can. For franchisors, it’s not just about looking good in the media – it’s about creating trust and supporting the sales process. A steady stream of earned media and authentic storytelling helps potential franchisees connect with the people behind the brand, not just the promise of a business model. That depth of connection is incredibly powerful when someone is weighing up how to invest their time, money, and future. The brands that do PR well understand that it’s a long game. It’s not a quick fix. They invest in it consistently and see it as a strategic pillar that grows visibility and reputation over time. These are the clients who treat us as an extension of their internal team – they bring us into planning conversations, they value our input, and they align their PR with wider commercial goals. And crucially, they share the good stuff. They know that facts alone won’t move the needle – people do. They trust us with stories that are real and unpolished. That helps us create narratives that resonate, because audiences today are sharper than ever. They want real people doing real things – not just slogans and stock photos. PR becomes especially important when a franchise is expanding into a new market. It should be factored into the plan from day one. Strategic PR helps brands land well – introducing them in a tone and context that feels right for the new audience. That might mean tweaking the positioning, tapping into local stories, or simply rethinking how you frame your value. It can all go wrong when a brand assumes what worked in one market will work in another. Every market has its own quirks – culturally, economically, and from a media standpoint. If the message doesn’t reflect that, it won’t cut through. Franchisors should understand the new landscape, shape localised stories, and make sure PR is working in sync with the development team’s goals. When we talk about storytelling in franchising, it’s really about shining a light on the people. Audiences respond to stories grounded in authenticity – the franchisee who found new purpose, the brand that solved a problem, the trainer who changed someone’s trajectory. These are the stories that build emotional connection and long-term recall. You’ll find the best ones by talking to people across the network – not just the leadership team. The field staff, the trainers, the support centre – they all have perspectives that are rich with story potential. Building storytelling into a franchise culture – encouraging people to share, listen, and contribute – means the pipeline is always full of meaningful moments. And then our job is to turn those into compelling narratives. For emerging brands, PR helps cut through the noise. It’s not about chasing the biggest volume of coverage – it’s about standing for something. Good PR builds credibility, not just visibility. It shows the market you understand your audience and that you’ve got a valuable point of view. It gives leaders a platform to show up and add insight. Done well, it makes people sit up and say, “These are the people I want to hear more from.” To get there, brands need to be consistent. They need to be generous with their knowledge – offer insights, not just opinions. And they need to be visible. Comment on trends, share data, spotlight success stories. This is not a space where volume wins. It’s about substance. There’s definitely a sweet spot where brand- building and lead generation overlap. PR supports long-term brand equity while also answering the short-term questions prospects are asking. That balance is what we aim for – creating awareness while reinforcing trust and differentiation. The most effective campaigns happen when PR and development teams are aligned.When we’re looped into conversations about prospect feedback, market priorities, and growth milestones, the messaging becomes sharper and the campaigns more impactful. PR doesn’t belong in a silo – it thrives when fully integrated into the business. As for the idea that PR is just fluff or only for big brands? If that’s your experience, it probably wasn’t done right. Good PR is strategic and measurable. It helps people understand who you are and why you matter. And that’s vital for any brand trying to grow – no matter the size of your budget. You don’t need to start big. You need to start smart. Know who you want to reach. Know what they care about. Then speak to them in a way that’s honest, helpful and human. Lucy Archer, co-founder of specialist UK franchise PR agency, Rev PR, believes PR is too often misunderstood or underused in franchising. “Many people, even those at the top of big businesses, can still think PR just means getting your name in the press. But it’s so much more than that. For franchisors specifically, PR should be used to shape public perception, build trust, and showcase to potential franchisees who you really are and what you stand for – beyond the sales pitch.” “Good PR isn’t fluff – it’s a business tool that builds trust, tells your story, and drives franchise growth” 39 GLOBAL-FRANCHISE.COM Interv iew | FEATURE