Strategic Communications

Jeff Valenzuela

The franchise model poses communication challenges that other types of businesses don’t face. JV Public Strategies offer some solutions for growth

Doing business involves continuously connecting with a huge range of people, both within and outside of an organisation, its industry and sector. From customers and consultants to suppliers and candidates, every conversation provides insight to who you are, what you do and why.

Within each of these contacts is a message that deepens stakeholders’ understanding of your brand, mission and values, and tells your specific story. A franchise faces the challenge of this story needing to be told by individual franchisees in different regions, without some of the communications structure that’s stipulated by more centralised business models or corporations.

‘Bringing a strategic lens to this space is an important tool in advancing a franchise’s goals,’ says Jeff Valenzuela, Director of JV Public Strategies, a consultancy that specialises in strategic communications and public affairs. Working at the crossroads of business, government, NGOs, media, and community, JV Public Strategies helps its clients bridge the divide to reach and influence their target audiences.

‘Clear, consistent language helps the franchisor team and each individual franchisee to tell your story with impact. And, with a bit of effort and planning, valuable conversations can be created in places or sectors that may not yet be on the radar.’

Unlock the opportunities

‘In New Zealand, the communication side of business can often be taken for granted or left to chance,’ says Jeff. ‘We’re not typically a culture comfortable with what can be perceived as self-promotion and networking, yet do readily celebrate locally-made entrepreneurial and business success.’

Having tools for such strategic communication and stakeholder engagement can take a lot of the discomfort out of this side of things, and unlock opportunities that can otherwise go begging, as Jeff says. ‘Put simply, it’s about how you tell your story, to whom, when and why. A good place to start is by asking yourself the following questions:

What are your key messages? A key message isn’t your company’s tagline or advertising campaign – it’s a statement that defines your business and point of difference. Key messages should be clear and succinct, widely understood by your franchisees and business leaders, and consistently used across communication channels. They will evolve over time, particularly as you reach certain milestones, invest in specific goals, or as new risks arise.

Who are your stakeholders? When was the last time you took stock of the wider environment you operate within? Who are the people and organisations that have influence on your objectives? Who do you need to create and maintain connections with to advance your goals? Examples could include your local business association, industry organisations, local elected officials, etc.

How will you reach them? This depends on their interests, and any relationship or middle ground that might exist already. Which communication channels are already in place, are they effective, are you attending the right events, and who’s responsible for what?

‘A core part of what we do at JV Public Strategies involves helping our clients answer these questions and more. The answers form the basis of a plan that can be implemented and updated over time, helping businesses tell their story to the audiences that matter most.’

Advance your goals

‘Just as financial budgets, resourcing and succession plans add structure and security to doing business, communication and stakeholder engagement plans and programmes are a valuable part of any business’s strategic toolkit,’ says Jeff.

‘They can help advance your goals in ways you may not yet realise. We’ve advised some of New Zealand’s leading organisations working in the aviation, infrastructure, property development, finance and economic development sectors, and we recognise the value of the franchise sector to the economy.

‘Talk to the JV Public Strategies team about how we can help you add communication and stakeholder engagement to your franchise’s strategic toolkit today.’

Advertiser Info

JV Public Strategies

www.jvstrategies.co.nz

Contact Jeff Valenzuela

P 021 043 7669

jeff.valenzuela@jvstrategies.co.nz

JV Public Strategies help franchisors advance their reputation and brand through strong messages, advocacy and engagement