Public relations is the most favourable form of communication these days, which if utilised efficiently gives the targeted customer and the media a better understanding of the company and its operations. Read further to know more about the concept.
Public Relations (PR) is the most reliable and effective form of communication. Just like advertising, it is also a part of the marketing mix but it is more impeccable and cost effective than advertising. Sunayana Nair, Manager PR, Kangaroo Kids Education Ltd says, "Public relations is perhaps the best way to connect to the target audience; what makes it so powerful (compared to an advertisement) is the credibility that it generates. A good PR strategy can gain editorial coverage which in turn increases credibility of the product/service.” For a franchisee, public relations is the optimal way of marketing at the local level.
Public relations is a great practice that helps in building the brand image, trustworthiness and consistency in the market. It helps in managing the communication between the company and its public (both internal and external). Internal public is the staff or employees of that company and external public is the targeted customers. The activities of public relations include conferences, news and communications among employees and across the targeted customers. Moreover, the advent of social media is the most eminent trend in public relations, which has lowered the over-head expenses of marketing to a great extent. Therefore, a franchisor and his/her franchisees have to make use of this cost-effective mode of communication for promotional business activities.
PR strategies to promote the franchise
A number of methods and tactics are used to create awareness and establish the brand in the market. An effective PR strategy helps to meet the objectives of a franchise business. Below mentioned are few methods of promoting the franchises:
Utilising public relations as a means of promotion has a number of advantages, which includes:
In spite of numerous advantages, PR also has few disadvantages. The major limitations are listed below:
It is essential for both the franchisor and the franchisee to either hire a public relation agency or build an in-house PR agency for promotional purpose. Today, it is the most affordable form of communication available. So utilising it effectively will ensure good benefits.