Franchisee Advocacy and Why It ’ s Important for Success
2020 Issue 3 | GearedUp
48
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It ’ s not what you know , it ’ s who you know .” How many times have you heard that one ? In business , dare I say this may be one of the more important creeds to take to heart . This is especially true as it pertains to getting things done in the political arena that may help the success of your business . Indeed , many franchisors not only have public relations companies to help them shape the public ’ s impression of their business , but also lobbying departments or third-party lobbying groups to assist them . Yet , by and large , the same cannot be said of franchisees .
So , why is it that franchisees do not undertake the same effort to help their business ? One reason is likely expense . For another , my experience of working with a significant number of franchisee groups both large and small around the United States has shown me that most franchisees are unaware of the process as well as the direct benefits associated with advocating for their businesses , especially with state and local representatives . Regardless , franchisees need to understand that political advocacy , as it relates to your franchise , is yet one more way to ensure your business has the best chance at success .
A good , working definition of “ advocacy ” is “ an activity by an individual or group that aims to influence decisions within political , economic and social institutions .” Advocacy includes engaging in activities and publications designed to influence public policy , laws and budgets by using facts , the advocate ’ s personal and business relationships , the media and other public messaging to educate government officials and the public . Advocacy can include many activities that a person or organization undertakes , including : media campaigns ( especially social media campaigns ), public speaking , commissioning and publishing research . Lobbying , which is typically done by professional organizations , is a form of advocacy where a direct approach is made to legislators on specific issues or pieces of legislation .
There are many advocacy groups that focus exclusively on franchise-related issues , such as the International Franchise Association
( www . ifa . org ) or the Coalition of Franchisee Associations ( www . thecfainc . com ), of which PFIFC is a member . In addition , there are also advocacy organizations that are more industry specific . There are dozens and dozens of advocacy groups around the United States that focus on franchise-related by Justin M . Klein matters . These organizations , as a result of having numerous franchised outlets operating in those industries , tend to be very active as it relates to franchise-specific matters . A non-exhaustive list of some of these industry-specific advocacy organizations are : the International Health , Racquet & Sportsclub Association ( www . IHRSA . org ), which focuses on the health club industry ; the National Restaurant Association ( www . restaurant . org ), which focuses on the restaurant industry ; and the Asian American Hotel Owners Association ( www . aahoa . com ), which focuses on the hotel and hospitality industry .
Indeed , while the aforementioned organizations are national in scope , there are also state and local organizations that focus on franchise matters , such as the Garden State Franchise Association ( www . gardenstatefranchiseassocation . org ), which focuses on franchise matters in New Jersey , or the Northern Illinois Franchise Association ( www . northernilfranchise . org ), which focuses on franchise matters in Illinois . Certainly , there is no shortage of advocacy groups in the franchise industry .
According to Jamie Izaks , one of the founders of the Northern Illinois Franchise Association , political advocacy is now more important than ever as it relates to the fitness industry . Izaks said , “ Elected officials want to hear from franchisees . Treat that relationship like any important business connection . That means you have to nurture it . Stay current with important issues , advocate for your business and make sure your elected officials , both at the state and federal level , understand the fitness industry . Invite them in and have them talk with members . Let them understand the deep