Lisa Raffaele, Founding Partner and CEO, Bubblegum Canada
Brands that embrace inclusive storytelling build stronger loyalty and trust. That statement has never been truer than it is today.
For franchises aiming to attract and retain leads, public relations (PR) campaigns that embrace inclusive storytelling are emerging as game-changers. By weaving diverse narratives that resonate with broader audiences, franchise businesses can foster authentic connections, expand their reach, and solidify their brand identity. Inclusive storytelling in PR is not merely a trend—it’s a mandatory strategy that drives meaningful engagement and sustainable growth.
Understanding inclusive storytelling in PR
Inclusive storytelling in PR involves crafting narratives that reflect the values, experiences, and aspirations of a wide range of audiences. This approach prioritizes representation and relatability, ensuring that every potential customer or franchisee sees themselves in the brand’s story, something that is imperative for businesses in Canada’s diverse landscape. For franchises, this means highlighting the diverse backgrounds, cultures, and experiences of franchisees, customers, and employees, particularly those who may be underrepresented.
“The journey of becoming a franchisee often begins with an emotional connection to the brand,” says Lisa Raffaele, founding partner and CEO of Bubblegum Canada Inc., an agency that embraces a creative, out-of-the-wrapper, 360-degree approach to communications and content development to support franchise systems with long-term goals. “Inclusive storytelling can be a powerful motivator for prospective franchisees who seek a sense of belonging and purpose. By showcasing diverse success stories within a franchise network, potential leads begin to see themselves reflected in a brand, creating a genuine connection, and sending a strong message of inclusivity and opportunity.”
An inclusive narrative showcases franchise owners of various ethnicities, genders, and socioeconomic backgrounds, emphasizing how the brand has supported their career success, while creating a genuine connection to the communities they serve.
Franchises can harness the power of inclusive storytelling by:
- Conducting audience research: Understand the diverse demographics and preferences of target audiences to craft relatable narratives, especially those that directly impact and reflect those in the communities they serve.
- Empowering voices within the network: Platform and highlight the stories of franchisees, employees, and customers from diverse and/or underrepresented backgrounds.
- Collaborating with community leaders: Partner with local influencers and organizations to amplify inclusive messaging.
- Using multi-channel strategies: Leverage social media, traditional media, events, and even internal channels to maximize the reach of stories.
- Measuring impact: Regularly assess the effectiveness of inclusive PR campaigns and refine strategies based on feedback and data.
Evidence shows that there are numerous benefits to inclusive storytelling. Beyond expanding a brand’s reach by appealing to and connecting with a broader audience, it can also mitigate risk, as it reduces the likelihood of backlash from tone-deaf or exclusionary campaigns, which can damage a brand’s reputation and erode trust. Companies that prioritize inclusivity are perceived as socially responsible, fostering goodwill and loyalty among staff and consumers.
Messaging authenticity
When practicing inclusive storytelling as part of your franchise system’s communications approach, remember to focus on authenticity—that will be the cornerstone to your success. Share real stories, highlight genuine experiences, and ensure that your campaigns reflect your organization’s values.
It is also important to continuously adapt and evolve, as inclusivity is not a one-time effort, but rather an ongoing process. Continuously seek feedback, evaluate your strategies, and refine your approach to align with changing social dynamics—something an external expert, like Bubblegum’s PR professionals can help with.
Lastly, avoid stereotypes. Always strive for nuanced portrayals of individuals and communities. Stereotypes not only alienate audiences but also undermine the authenticity of your message.
Inclusive storytelling in PR is more than a strategy; it’s a transformative approach that fosters genuine connection, inspires engagement, and fuels growth.