Content area
Full Text
Scenario: After noticing franchisees posting negative comments on several blogs a franchise company seeks public relations counsel to combat this issue.
Though still a relatively-new form of media, blogs have gained a foothold not only in the world of franchising, but in the world of business in general. Never before has it been so easy to have a disgruntled individual smear an officer or the entire company with subjective comments and opinions. And, as of yet, there are no real controls or protocols in place to prevent this.
Create a Strong Foundation
This is why it is more crucial than ever for franchise companies to build strong bonds with their franchisees.
A franchise organization is focused first and foremost on selling franchises. Yes, some people call it awarding franchises and there are a lot of semantics tossed around, but in essence, it's selling the franchise to what will soon become, like it or not, a partner in the business. Even if that partnership is temporary (10-to-20 year agreement) for the time that person is a franchisee, they are essentially a partner. On the other hand, there are those who believe the franchisee is more or less a customer of the franchise system. This is probably because, like unsatisfied customers, franchisees can make demands and complain if they do not feel they are getting what they have been promised.
Perhaps that is where the relationship should begin: at "the promise." It would be terrific if the franchise company would promise the franchisee to do his or her very best to develop a strong, powerful and profitable system. Conversely, it would be rewarding if the franchisee would promise to work alongside the franchise company and fully-cooperate on all the proven systems that the franchise...