As a follow-up to yesterday, the answer is yes, and absolutely. Again, though, getting into your local media requires a great hook and a great story. Although you can get lucky and secure some nice media coverage on your own, often, the support of PR/communications firm can help your messaging be controlled and on target with the media you are working with.

One thing to keep in mind, especially if you are not retaining a PR firm to help direct the messaging, is don’t lose the opportunity to talk about the franchise opportunity (obviously in the case that you are a franchise) or the business opportunity. If you are the franchisor, use lines like: “We are proud to have INSERT FRANCHISEE join our system. They bring tremendous experience to our brand. We look forward to seeing INSERT FRANCHISEE perform well under the system we have created. He/She will lead our franchise growth in INSERT MARKET by opening our first INSERT MARKET location. We look forward to building a connection with the local community as our expansion plans entice more hungry entrepreneurs like INSERT FRANCHISE to join our system.” Blah, blah, blah, and so on.

When conducting an interview, whether franchisee or zor, make sure you are prepared. Think through the interview in your head. Have your peers ask you questions. Most of the time journalists are looking and interested in writing the good story – so expect great questions – but be prepared and ready for spin control if something negative comes your way. Be prepared to talk about the risks of business ownership in this economy. That is the question at the top of all business reporters’ minds.

The long winded answer to the original question is that everyone has a media friendly story, sometimes it takes a professional to find it and coach you for the big interview. And if they get you that big interview, make sure you understand the value of spin control and merchandizing the press. Those two keys are vital to you driving real ROI and benefits from being in the media’s attention.