PR: an effective medium of communication

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:

• Targeting the customer base: It is a fundamental technique through which the targeted customer is identified and accordingly the message is structured.
• Meet and greet:  In order to ensure that the employees are working efficiently to raise the sales of your enterprise, it is the duty of the franchisor to organise the franchise meets or events, incentives for the employees.
• Social media: It is the most powerful interactive media which disseminates information to millions of people in fraction of seconds. Social media includes social networking sites, blogs and more.
• Direct communication: It works through internet or print media whereby, the intended message is sent directly to the targeted customers. For instance, newsletter and e-letters.
• Talk shows: It is another best way to promote your business with the help of interviews and radio talk shows.   

Advantages

Utilising public relations as a means of promotion has a number of advantages, which includes:

• As compared to an advertising agency, PR agency and the work delivered through PR are both cost effective.
• Unlike advertisement public relations releases are often considered as a ‘news story’, which is likely to receive attention.
• Builds positive image of the brand and the business.
• It also has the ability to reach out to the small market segments without much promotional expenditures.

Limitations

In spite of numerous advantages, PR also has few disadvantages. The major limitations are listed below:

• Though PR can receive attention by breaking through the clutter of advertisement still there is probability that reader may not be able to make connection to the source.   
• When marketing and PR department works independently, then there are chances of inconsistency in communication and redundancies in efforts.

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.