One question every publicist should ask their client is this: What are your homerun, grand slam, slam dunk, hole in one publications? Where do you dream of seeing your concept mentioned and featured?

This question helps publicists understand their client’s expectations. When the client says, oh, definitely the Wall Street Journal, you must educate them on the difficulty of securing a feature in the publication – it is not easy, but definitely possible. It just takes a great story.

If I were a franchisor, the publications I would want are:

Wall Street Journal: Obviously. As the top circulated newspaper completely focused on business, this is where I would want to be. Even if the readers of the WSJ weren’t necessarily for my brand, I know I could use this piece as collateral. I could merchandize a story in the WSJ to my potential franchisees.

USA Today: Even though many see this as a rag, not me, this would be at the top of my list. Partly because of the large circulation; partly because travelers (business people, potential franchisees) read it; and partly because it spikes more media coverage (TODAY Show producers read this, daily).

Black Enterprise: Oh, definitely at the top of my list. Do you have a minority franchisee with a great story? Have your firm target this publication (or call me and ask how we can help you). I have seen great results and franchise sales from securing features in this publication. Real entrepreneurs read it.

Entrepreneur Magazine: The writers can write. The features are beautiful. Merchandize the heck out of a story in here and use it to push franchisees along.

Fortune Small Business: A tougher magazine to get in to, but a great piece for driving franchise sales.

On the local side, focus your attentions on business stories teasing your future growth plans. These work great for pushing franchisees along, and for creating great collateral to use in your pitching.

If I were a franchisor, the above is where I would start.