Your future franchisees need to feel why your brand is different. Strong stories help them understand your culture, your people, and your value before the first call.
You can have a strong franchise system and still struggle to attract the right franchisees.
The problem isn’t always awareness—it’s clarity. Prospects don’t just need to see your brand. They need to understand it.
That’s where Debra Vilchis franchise PR stands out.
As President of Fishman Public Relations, Debra has spent decades helping brands turn visibility into franchise growth. In this Franchise Masters episode, she explains how PR educates, builds trust, and drives real interest.
Debra brings deep experience in both storytelling and franchising.
In this episode, she breaks down:
Most franchisors treat PR as exposure. Debra treats it as education.
“So PR is extremely important… how else is a brand going to… help people understand… their franchise opportunity so that they could invest in the brand.”
That shift matters.
Franchisees invest when they understand your brand—not just when they see it.
“Suddenly the whole country is going online… I never knew that they franchised.”
PR should answer one question clearly: Why this brand?
Your operators are your strongest proof.
Why it matters:
“Those are the people that are going to inspire others to want to invest.” Real stories build belief.
How to apply it:
Use PR to remove doubt before it blocks a deal.
Why it matters:
“You are able to… help overcome… objections.” PR can pre-sell your opportunity.
How to apply it:
Franchisees invest in people.
Why it matters:
“They… go with a company where they… respect… a forward thinking leader.” Visibility builds trust.
How to apply it:
PR isn’t passive.
Why it matters:
“It is a two way street.” Results require collaboration.
How to apply it:
Silence creates risk.
Why it matters:
“If you don’t tell your side… somebody else will.” Respond fast and clearly.
How to apply it:
Focus on the proof points that matter—unit economics, innovation, and franchisee success. Build stories that make prospects take the next step.
Use leadership and franchisees as your front line. Start with one media opportunity this month.
Collaborate with your PR team. If leads slow down, use PR to create visibility and momentum.
Most franchise brands sound the same.
What stands out are real stories—operators, leaders, and honest experiences.
Debra’s message is simple: “It’s the way to get the word out… get your story out there.”
If you’re not telling those stories, prospects move on.
That’s why authentic conversations matter. They turn visibility into belief—and belief into action.
Debra Vilchis is President of Fishman Public Relations, a leading franchise PR agency. She joined in 1998 and helped scale the firm to over 55 employees. Her background in journalism shapes how she helps brands tell stories that drive growth.
This episode is part of a growing library of franchise leadership conversations.
Season 3 is coming soon, featuring more founders and operators sharing real strategies behind their growth.
Want early access when Season 3 drops?
Growth does not come from guesswork. It comes from making the right decisions faster. When you learn from experienced operators and build the right support around you, you avoid costly mistakes and scale with confidence.
