About Us
Why do hundreds of franchisors continually turn to Fishman PR to generate leads for their franchise opportunities? Because managing PR and content marketing for franchise brands requires special expertise. Over the past 25 years, Fishman PR has perfected a proven method of developing PR strategies that drive the right qualified leads to franchise sales teams. There’s more to franchise lead generation PR than simply securing media coverage.
Our process-driven PR strategies center on the right key messages delivered to the right media outlets for the right audience. We apply the same strategic techniques and principles to our consumer PR and brand awareness programs.
We also understand the mindsets of franchisees and the need to develop consistent PR messages system-wide in each market. Our depth of understanding in franchising PR goes back to our agency’s roots. In 1991, Sherri Fishman recognized the need for a specialized PR firm to manage the unique needs of franchisors. She and her husband, Brad Fishman, entrenched themselves in the industry and grew the firm to fill the niche in franchising PR.
Our Mission
Our agency’s mission goes beyond ourselves; our results achieve a higher purpose. Our mission is built on the “why” behind our PR and content marketing. It’s not just to get media coverage. That is just the means to a greater end:
Fishman PR’s mission is to increase the number of small business owners and the success of entrepreneurs throughout North America.
With this mission, our staff understands their work is meaningful. Unlike other types of PR, the coverage we secure can—and does—lead people to pursue their dream of business ownership. Here’s what we mean:
- By creating legacy businesses, one news story can change the lives of people and their families for years to come.
- One local story can and does create multiple lifelong customers that make the difference between the success and failure of a business.
- Our work also changes the perception of franchising, which is widely misperceived in this country.
Our work makes a difference – and this motivates our team in all that they do.
Leadership
Brad Fishman, Co-CEO
As one of the most well-connected individuals in the franchise industry, Brad has spent more than 30 years helping franchise systems develop franchisee lead generation and consumer awareness campaigns that help them achieve their desired growth.
Sherri Fishman, Co-CEO
Sherri is a seasoned PR executive and agency owner who has devoted her life's work to providing custom franchise PR services. Since co-founding the agency in 1991, Sherri had led a talented staff to grow Fishman PR into the nation's top franchise lead generation PR agency.
Debra Vilchis, President
With over 20 years’ experience in franchise PR/content marketing and a journalism background, Debra oversees direction of the agency’s integrated campaigns, leads our leaders and builds operational systems and best practices to keep Fishman PR on top of its game in franchising. She’s also our agency’s lead crisis communications specialist.
Sara Faiwell, Chief Operating Officer
Sara is an experienced public relations professional who has worked with dozens of franchise clients in the restaurant, home service, pet and entertainment sectors to secure positive media exposure on a local and national level.
Zack Fishman, Chief Growth Officer
Since joining Fishman PR in 2019, Zack has been the face of Fishman PR’s business development efforts by leading the sales process, speaking at industry conferences and co-hosting his podcast, Modrn Business. Additionally, Zack is key contact for vendor relationships through Franchise Supplier Network, a supplier consultancy he is a partner in.
Kelly McNamara, Sr. Vice President, Client Strategies
Kelly is an experienced public relations professional who has worked with dozens of B2B and B2C franchise clients in industries ranging from restaurant to home services to travel, providing overall strategic direction.
Julianne Stevenson, Sr. Vice President, Integrated Services
At Fishman PR, Julianne's primary focus is on meeting clients' objectives by developing and implementing comprehensive PR campaigns aimed at increasing consumer awareness and driving franchise leads.
Greg Avdoian, Vice President
Greg Avdoian has experience leading public relations strategies for a number of B2B and B2C companies and franchise brands. He has provided strategic client counsel, managed internal/external PR campaigns, and executed media relations/social media programs to increase audience engagement, enhance awareness and drive action.