About Us

Our Management Team

Our management team has more than 60 years combined experience in PR, journalism and lead generation for franchise companies. They constantly share their skills, knowledge and talents through training and communication with our growing staff.

Brad Fishman

Brad Fishman is one of the most well-connected individuals in the franchise industry, for good reason. As a noted franchising and public relations international speaker and expert, he has spent more than 20 years helping franchise clients develop successful lead generation campaigns through successful public relations efforts. Go to any franchise event here or overseas, and chances are Brad will be there as either an active participant or a keen observer. This keeps him constantly in-tune with the latest trends, news, legislation and faces in the franchise industry that he is so passionate about.

In fact, many franchisors have joined the Fishman PR family to benefit from the power of Brad’s networking magic. As an entrepreneur, relating to fellow entrepreneurs and franchisees gives him the credibility to develop powerful public relations campaigns that have helped hundreds of franchise systems achieve their desired growth.

His long list of franchise industry connections and involvement (too long to list here) includes sitting on the board of directors of Franchise Payments Network, FranFund, and Franchiseworks.com. He previously served on the Board of Director of FranChoice. He is the past chairman of the IFA’s Franchise Supplier Forum and a past member of the IFA’s board and executive board. Fishman also serves on the IFA's Membership Committee. In addition to his many professional contributions to the industry, Brad has become known for hosting some of the best parties and social events in franchising.

Sherri Fishman

Since 1984, Sherri Fishman has been generating high-level publicity on behalf of more than 300 leading franchise concepts throughout the U.S. and Canada. A noted expert on franchise PR, Sherri has authored several articles as well as been quoted as a franchise industry expert in trade publications, including Franchise Update, Franchise Times, The Franchise Handbook, and Franchising World.

Staying smart and progressive as a PR agency is the only way to operate and that’s why as President she stays up to speed on all the best practices, the latest news, technologies and recognizes the power of leveraging social media channels to optimize franchise brand awareness. Inside the agency, Sherri is known for being the “glue” that holds all the critical pieces together, including reminding staff of their mission to constantly keep our clients and their key messages in the spotlight. She is a firm believer in “quality over  quantity” when it comes to publicity for our franchise clients. Her mantra, “results speak louder than words” are engrained in the agency culture.

As an advocate for women in franchising, Sherri has served on the Board of the Franchise Supplier Forum and the International Franchise Association’s Marketing and PR Committee and was recently named to the 2011 IFA Convention Task Force. Formerly, Sherri served on the board of the Women's Franchising and Distribution Forum (WFDF), dedicated to empowering women and providing opportunities for them to advance in any level of franchising.

Debra Vilchis
Chief Operating Officer

Debra’s passion for PR is apparent in her long list of publicity results and the energy and creativity she brings to every franchise client relationship. As a journalist-turned-PR-pro, Debra is never satisfied with the obvious, surface-level angles, and constantly digs to find the strongest stories that will drive “home run” media coverage for Fishman PR’s clients. She encourages our staff to do the same on a daily basis and constantly reminds them of her “Think Big” mantra. With a Master of Arts in Journalism from the University of Illinois at Springfield and a Bachelor of Arts in Journalism from Northern Illinois University in DeKalb, IL, Debra has more than 20 years of real-world journalism and public relations experience.

A former reporter for the Associated Press, Debra covered state government affairs at AP’s Springfield, Ill. bureau and later served as a news reporter for The Daily Herald, the third largest daily newspaper in Illinois. Debra also served as a writer and editor for national magazines published by the American Academy of Pediatrics and the National Safety Council. Since joining Fishman PR in January of 1999, Debra has directed PR campaigns for dozens of franchise organizations, generating coverage in Entrepreneur, Wall Street Journal, USA Today, Inc., Fox Business, CNBC, NPR Radio and hundreds of local media outlets around the country.

She is the former co-chair of the Chicago Chapter of the Women’s Franchise Network, part of the IFA’s Women’s Franchise Committee. Debra regularly conducts PR, media training and social media seminars that bring value to franchise organizations around the country.