How to generate local PR for your business...

and what’s the point of doing so, anyway?

As a franchisee, or any business owner, what’s one of the most impor tant factors that deter mines your success? The title of this ar ticle is a bit of a giveaway really, but a question is a g reat way to make a point, isn’t it?

This all-impor tant and not-so-secret key to success centres around your ability to generate positive publicity and build a strong reputation within your local community More commonly known as PR

What’s the point of PR?

Well, forgive me for saying but if people don’t know you exist, they’re unlikely to buy from you And, arguably worse, if they do know you exist but don’t like, tr ust or rate you, then not only will then never buy from you, but they may influence others not to either Yikes

Here then, is where local PR – public relations – comes in Local PR is all about creating a positive image of your business within your local community by telling stories about the businesses and people who live, study and work there And it can be incredibly effective in generating buzz, attracting customers, and building tr ust

We’re in a hearts and minds era

Whether you like it or not. And no matter what product or ser vice your business offers, you must speak to the hear t if you want to engage the mind and compel people to act.

Anyone who has chatted to me, or anyone else at Rev PR for that matter, since the star t of the pandemic will attest to the fact that on this point, we sound a bit like a stuck record But that’s because it’s so impor tant and something that even now, many business owners are still getting wrong LIKE and TRUST are two of the most impor tant cur rencies in the world of business today

So, how do you actually ‘do’ local PR?

Admittedly, it can feel daunting to put yourself and your business under the spotlight Many franchisees (and franchisors for that matter) tell us that they simply don’t know what to talk about or where to star t You’ll be pleased to know, none of what you need to do is rocket-science It does, however, require time, energy and commitment. But tr ust me, it’s wor th it!

Rev PR’s top tips to get you started

Identify your target audience Before you star t creating your local PR strategy, it’s impor tant to identify who your target audience is This could be potential customers, investors, or even other businesses in your community Once you know who you’re targeting, you can tailor your messaging and tactics to appeal to them

Build relationships with local jour nalists These contacts have g reat influence and can be powerful allies in generating local PR for your business Take the time to research local jour nalists who cover your industr y, or your niche within it or regularly cover the type of stor y you’re hoping to take out to them

Reach out with a friendly introduction prior to or at the ver y least, with a pitch for a stor y Building relationships with jour nalists takes time and effor t but will pay dividends in the long r un

Well, forgive me for saying but if people don’t know you exist, they’re unlikely to buy from you And, arguably worse, if they do know you exist but don’t like, trust or rate you, then not only will then never buy from you, but they may influence others not to either.

About the author

Co-founder of Rev PR, Lucy Archer is a passionate franchise professional with over a decade of experience She is a member of the Char tered Institute of Public Relations (CIPR), the Public Relations and Communications Association and a BFA Qualified Franchise Professional

Rev PR currently holds the title of Best Franchise Awards ‘Best Franchise Supplier ’ and, in the last two years, was crowned Outstanding Small Consultancy by the CIPR and took Silver for Best PR & Marketing business in the Best Business Women Awards

Passionate about the power of brand stor ytelling, Archer and the team at Rev PR help franchisors and franchisees to grow their businesses, empower their teams and create legacies for themselves and their families lucy@revpr.co.uk www.revpr.co.uk

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Host events and sponsor local causes If you’re just star ting out, a g rand opening event is a must and the ideal way to generate your f irst pieces of local PR Whether you are premises-based or work from home, have a ser vice or product, are a B2B or B2C business, there’s a way to generate coverage around your launch Check out the resource centre on our website for some advice and how-to guides

But what about if you’re already wellestablished or never got round to holding a g rand opening? In this case, hosting a timely, themed event or sponsoring local causes is a g reat way to get your business in the spotlight Consider par tnering with a local charity or nonprof it, inviting some of their key stakeholders along and genuinely doing your bit to raise money, awareness or make a difference

Or why not host an open day or experience, a free trial or a communityfocused event that aims to bring people together and tackle a local issue This is where a franchisee’s local knowledge becomes invaluable because you know what is happening in your area and you must leverage that knowledge!

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Create valuable content This is key to generating any PR for your business, but especially local PR What issues are affecting people in your area right now? What questions do your customers have? What infor mation and knowledge do you possess that your target audiences need to know? This is a classic case of ‘give a little, get a lot’

The beauty of this type of content is that not only does it generate local PR and, therefore, raise awareness of your brand, it also sets you as a local exper t and a business that people can tr ust That’s what we call a win-win Don’t forget you should squeeze ever y last drop out of this content by repur posing it for use on your blog, across social media and even as video content

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Leverage local social media Social media is often seen as a sweeping, national and even global monster that cannot be tamed But that’s just not tr ue Used thoughtfully, social media can be a powerful tool for generating and spreading local PR for your business Research appropriate local g roups and identify key influencers – be that by industr y, interest or even location. Build relationships and look for ways you can genuinely work with influencers that will benef it both audiences

Keep it local

This could be the biggest tip of all! It sounds obvious but if you want to be in your local media, make sure your stories and news items are locally focused Hyper local is perfect The more local references you can bring in, the more village, town or city histor y you can cite, the more generations of a local family linked in, the better Remember to include those details in your pitches to really g rab the attention of your media contacts

Generating local PR for your business takes time and effor t – all the best things do, right? But with an ongoing focus and commitment, you will attract new customers, build tr ust, and position your business for long-ter m success What’s not to love?

Shift your perspective

There’s also one f inal – and ver y impor tant – nugget that works on any level, be it local, regional or national. It’s actually about a mindset shift rather than a specif ic action And it’s to stop tr ying to sell when you talk to customers in your content. People are looking for more – for connection, for community, for pur pose Hear ts and minds And the best way to do that is through stories –so, go tell them.

Team Rev regularly write ar ticles about hot topics and share PR advice like this to help you make the most of your PR activity To make sure you don’t miss out, follow us on social media: LinkedIn, Twitter or Instag ram And, if you fancy a chat about local PR in more detail then get in touch n

To learn more lucy@revpr.co.uk www.revpr.co.uk

Recognition Express’ new catalogue

RECOGNITION EXPRESS is all set for its busiest season, as schools and businesses invest in branded merchandise for the coming academic year, autumn conferences and events.

In readiness for this heightened demand, the franchisor has published its 2023/24 catalogue, full of new products including drinkware, made from ‘Prevented Ocean Plastic’ that has been recycled after collection from coastal areas

Chris Masters, managing director of Recognition Express, says the catalogue is an impor tant marketing asset for franchisees, complementing the online presence

“We always see a spike in franchisees’ sales at this time of year, so the annual catalogue is strategically timed to suppor t and extend that When customers look online, they often already know what they’re looking for. The catalogue allows them to browse in a different way, stimulating ideas they may not have considered before ”

Recognition Express explains that franchisees can order a quota of catalogues for their own use or take advantage of centralised distribution

To view their product range click here n