The Public Relations (PR) industry went through massive disruption over the past 24 months. We’ve seen it all—from the collapse of spray-and-pray media outreach to the death of deeming “five press releases per month” a strategy. These fundamental collapses are a testament to just how ripe for disruption PR truly is. But it doesn’t stop there. 

Today, we’re seeing a seismic shift in how PR professionals engage with their clients and partners. Gone are the days when brands and businesses justify paying obscene hourly rates for busy work. Rest in peace to the days where marketing leaders accept flat-line monthly updates due to “no newsworthiness” coming from the company in exchange for a hefty five-figure monthly retainer. 

There’s a paradigm shift happening, and it’s time we unleash the power of PR that brings us closer to the communities we’re cultivating. After 10+ years of witnessing PR wizardry across different industries, here’s a punch list of four tactics that PR practitioners need to weave into an overarching marketing strategy to help amplify brand awareness, build trust, and establish credibility. 

These tactics are especially helpful for brands in the cannabis industry where traditional marketing and advertising avenues are scarce and tightly regulated to amplify awareness, build trust, and establish credibility.

1. Establish Yourself as a Thought Leader

Participating in the cannabis industry is not for the weak-hearted. It takes a great deal of originality, innovative thinking, and never-before-seen solutions to solve some of the most complex problems we’ve ever seen across all sectors of business. 

Rather than sitting on your hands and waiting for a newsworthy development to issue a press release, let’s put that vantage point of yours to work. 

Whether it’s offering to lend your expertise to a journalist or reporter, inquiring about being a guest on a relevant podcast, or submitting an original byline that brings new insight to an industry-trade publication, the opportunities to position yourself as a subject matter expert and thought leader are endless. 

2. Submit Speaking Applications and Industry-Trade Award Nominations 

There are countless cannabis industry events taking place throughout the year. These events don’t just take place in the U.S., but all over the world. Reverse engineer which events may be worthwhile for you to attend based on the communities and audiences you’re trying to reach. Then, inquire about speaking opportunities. 

Event websites often have a submission form directly on their sites, making applying for a speaking opportunity easily accessible. Plus, some of these events have awards of their own that they give out for specific verticals, product categories, or specializations. Don’t forget to check out your favorite publications for industry awards they may be putting together as well. This is a great way to help boost credibility and remain a top contender for the decision-makers you’re working hard to resonate with.

3. Leverage Data Sets to Tell a Relevant Story

In a day and age where data is abundant, using facts, figures, and logic to help support a story, narrative, or point you’re trying to make is a powerful way to pique a journalist’s interest in speaking with you and covering your story. When you stop leaning on a journalist to do all of the work and begin by asking yourself, “What can I supply them with to make this easy to understand?” you’ll start to notice how the pendulum may swing in your favor more often than not.

4. Consider Newsjacking

For those who may not have something newsworthy to announce, offer reporters and journalists relevant insights and statements about whatever developments are eating up the current news cycle. Don’t force your way in, but if it makes sense for you to offer up your perspective, give it a shot and see how helpful they may find your commentary.  

Final Thoughts

Thinking outside the box and using a bit of elbow grease shouldn’t come as á la carte PR services. Cannabis companies are handcuffed by over-the-top marketing and advertising restrictions, financially burdened by 280E, and have been burned far too many times by the system they operate within. 

Unless PR pros bring legacy-market creativity, grit, and hustle, cannabis brands and businesses will continue to see their hard-earned money go down the drain. Let’s let this be the year that cannabis PR earns its stripes for elevating the right people and brands for the right reasons at a pivotal time in our industry’s history. 

Michael Mejer is the founder of Green Lane Communication, a public relations agency that specializes in the cannabis industry.