From Books to Buds: My Career Journey to Cannabis PR Michael Mejer
Art Courtesy of Casey Renteria
If you would’ve asked 17-year-old me if I’d have a career in cannabis, I probably would have laughed in your face. At the time, it didn’t seem possible to have a meaningful cannabis career that was legal. But boy, am I glad that times have changed, and I found my place in the industry.
If you’re looking to learn more about how to kick-start your career in cannabis, my story might help you get your footing.
How I Became Interested in a Career in Cannabis
I first got interested in the cannabis industry around 2012. This was when the medicinal impact became very clear, and more companies began investing resources into the healing powers of the plant. But it was one specific moment when I knew a career in cannabis was right for me.
It was a pivotal moment in a hemp wellness center in New York, before cannabis was legal for adult use in the state. As I spoke with the owner about how our bodies interact with cannabis compounds, an older gentleman with severe tremors entered, struggling to even open the door. He and his wife had explained to the shop owner that despite trying numerous treatments, nothing had improved his quality of life without serious side effects. The owner offered a tincture as a possible solution, and within minutes, the man's tremors significantly decreased, allowing him to regain control of his body and speak clearly.
I’ll never forget the look on the man’s face when he said, “I need the biggest bottle of whatever sh*t it was you just gave me.” It was as though he not only found a solution to his ailments but finally a sense of peace.
Witnessing this transformative moment made me realize the positive impact of cannabis and motivated me to highlight stories like his and those of the compassionate individuals in the industry.
Photo Courtesy of Author
Why Cannabis Public Relations?
In my early career, I was working in public relations (PR) in the book publishing space. I was pleasantly surprised at the impact that could be made through PR initiatives—it helps companies gain awareness, bring them more mainstream, and put a positive spotlight on them.
So coming into the cannabis space, I was already fluent in PR, and I understood how it worked. I knew the ins and outs. But more importantly, I saw a big void that needed to be filled. Cannabis marketing and advertising have very strict regulations and restrictions. In my conversations with retailers, operators, and cultivators, I learned that promoting their business was one of their biggest challenges.
I quickly realized that earning media coverage to help amplify brand awareness, build trust, and establish credibility, is a critical aspect cannabis businesses (and the industry overall) need to scale.
This was when I decided to bring a fresh PR framework and approach to the cannabis industry that would help solve these problems. And thankfully, since then, I’ve been able to help a number of different operators in this space scale their reach and their business.
The Power of PR for Cannabis Brands
Public relations plays a critical role in shaping public perception and policy around cannabis legalization. By giving experts a platform to share their experiences, data, and findings, PR helps shape meaningful conversations about cannabis, its healing properties, business aspects, advocacy efforts, and healthcare perspectives.
PR acts as a springboard to put some of the brightest minds in a position to voice their vantage points, share their experiences, unveil their data, and spotlight their cannabis findings. These conversations are vital for creating a safer and more accessible industry in the future.
Advice to Those Looking for a Cannabis PR Career
Relationships are everything. This sentiment holds true not just in PR, but across this entire industry. So many folks have been burned by people coming in from outside of the industry, promising them the world, charging outrageous prices for their services or products, and not delivering and not keeping their word.
The best thing you can do? Simply keep your word.
If you tell a journalist that you can meet with them on Wednesday at 12 pm EST, you better show up at 12 pm EST on Wednesday. Otherwise, your credibility goes out the door. If you say that you're going to meet a particular deadline and submit an interview over email, send it to them by that deadline. And if you want to make their lives easier, send it to them way before the deadline.
Being able to make people's lives easier goes a long way. I know that sounds baseline but you would be flabbergasted at how many people make other people's lives more difficult.
So keep your word and do right by other people—you will pave your way for success in this space without a doubt.
About Michael Mejer
With an extensive background spanning over a decade in publicity, marketing, and sales, Michael Mejer has emerged as a seasoned professional adept at forging connections between leaders in the cannabis sector and invaluable media and press prospects.
As the driving force behind Green Lane Communication, Mejer’s specialized PR agency in the cannabis realm, he skillfully orchestrates opportunities that link industry trailblazers with earned media exposure and press engagements.
This strategic approach empowers these leaders to not only enhance brand recognition, but foster trust and establish unwavering credibility.