Global Franchise Issue 10.1

Public relations in franchising has undergone a dramatic transformation over the past decade. What started as a defensive mechanism to protect brand reputation now serves as a strategic driver of growth, customer loyalty, and franchisee success. The days of PR teams waiting in the wings to handle the next crisis are over. Leading franchise brands now prioritize ongoing storytelling and community building to establish trust before problems arise. McDonald's demonstrates this with campaigns that highlight their employees, franchisees, and community involvement, aiming to strengthen customer confidence during challenging times. Social media and digital channels have made reputation management a daily priority. Brands like Domino's Pizza have turned their reputation around by acknowledging customer feedback – with Domino's even documenting their improvement journey with their "Pizza Turnaround" campaign. Social media has also transformed franchise PR from one-way broadcasting to ongoing conversations. The most successful brands monitor conversations across all platforms to understand customer sentiment and address concerns quickly. Consumers can spot manufactured authenticity frommiles away. Successful franchise PR now focuses on real stories from franchisees, employees, and customers. When Five Guys feature stories of franchisees who started as crewmembers and worked their way up to ownership, they're not just promoting their brand – they're sharing relatable tales of achievement that resonate with both customers and potential franchisees. The most effective franchise PR strategies recognize that all business happens locally. Dunkin' demonstrates this through market- specific promotions and partnerships that reflect local tastes and traditions. Their "Boston Runs on Dunkin'" campaign shows how the brand adapts to different regions while maintaining consistent brand values. Local franchisees need support to build community relationships effectively. Successful systems provide PR toolkits and training to help franchisees engage with local media, participate in community events, and manage their neighborhood presence. This empowerment creates authentic local connections while protecting brand standards. Smart franchise systems turn customer feedback into opportunities for improvement. When negative reviews appear, they address concerns publicly and follow up privately to resolve issues. This transparent approach shows commitment to customer satisfaction while protecting brand reputation. Modern franchise PR extends beyond traditional media relations to shape every customer touchpoint to create consistent experiences. Starbucks' rewards program demonstrates how digital tools can strengthen customer relationships while generating positive PR through customer advocacy. The future of franchise PR lies in building genuine relationships at every level – with customers, communities, franchisees, and employees. Success requires a sophisticated blend of digital tools, authentic storytelling, and local engagement. PR professionals who master these elements while staying true to their brand's values will continue to drive growth and build lasting customer loyalty. THE EVOLUTION OF FRANCHISE PR Ronn Torossian , founder and Chairman of 5W Public Relations, explains how good PR is woven into the fabric of franchising. purpose, every teammember brings their own unique "why”. For some, it’s the joy of teaching. For others, it might be flexibility, family priorities, or career growth. Great leaders take time to uncover those individual motivations and create space for them to thrive. Rather than relying on one-size-fits-all training programs, it’s essential to tailor development opportunities to align with each teammember’s unique aspirations. By fostering open conversations with your team, you can gain valuable insights into individual goals and design training, workshops, and mentorship programs that speak directly to their needs. We need to move beyond traditional “Employee of the Month” awards. Taking the time to understand what truly motivates each person – whether that’s public recognition, private appreciation, performance bonuses, or growth opportunities – ensures the recognition feels genuine and impactful. Personalized and tailored recognition and incentives, based on an individual’s preferences, creates an environment where employees feel truly valued, resulting in higher morale and greater productivity. Motivation also soars when employees feel empowered to make decisions, take ownership of their projects, contribute ideas, and shape the direction of their work. Empowered employees are more invested in the success of their work, and in turn, this sense of autonomy results in stronger collaboration and a more agile organization. As your franchise network grows, you'll quickly notice how personalized motivation strategies can propel success. When employees feel valued in ways that truly matter to them, they become more engaged, more productive, and more committed to growing with the company. This personalized approach not only boosts individual performance but also fosters long-term loyalty and drives overall business growth. 55 GLOBAL-FRANCHISE.COM Ins ight