Image Is Everything

An effective restaurant PR campaign can help you successfully expand and/or attract franchisees

When you are striving to find franchisees, restaurant public relations is an effective method of spreading the word about your restaurant and creating a favorable image among potential owners. Unlike marketing and advertising, public relations conveys information that will ultimately benefit your company in three ways:

• It creates or improves the public identity of your restaurant and what you offer

• It differentiates your restaurant from your competitors

• It positions you favorably in the marketplace

So why is restaurant public relations the best route to take when you are looking to expand and/or attract new franchisees?

Consider these points:

Restaurant public relations is the most effective way to form a favorable public opinion. Restaurant advertising won’t do it. Restaurant marketing won’t do it. Restaurant public relations will. Restaurant Public relations helps form a favorable public opinion through “implied endorsement” of non-biased industry authorities (the press and trade analysts). Which holds more weight - an advertisement about a company's new product or a positive article about the company’s new product? It’s easy to toot your own horn. It’s more difficult to get someone to believe you. Restaurant public relations costs much less than other types of promotion Compare the cost of a direct mail campaign or a display ad in a publication with the cost of mailing a press release. In addition, the articles the press release generates may be viewed by a larger audience. Restaurant public relations can assist in recruitment and retention of quality employees Employees like to work at a place that is well known and well thought of in their community. It gives them a sense that the restaurant is solid and will be around at paycheck time.