Do we need PR? Possibly. Possibly not. It all starts with your goals. These are the 5 reasons why PR is vital to growth. Straight up: PR is the only way to differentiate yourself. While it might be tempting for businesses to focus on sales and marketing only and, it’s technically possible to operate a business without PR, it’s virtually impossible to become an industry leader or a household name without PR. Emerging industries, which need to establish credibility to investors and consumers, and hyper-growth companies with very ambitious growth plans need PR.
5 Reasons WhyDoing PR is Vital for Emerging Industries and Hyper-Growth Brand Success
At Avaans Media, we specialize in emerging industries and hyper-growth brands, be they B2B or B2C. From raising awareness with consistent media placement to aligning social media with your most important key messaging, to crisis prevention and management, having a cohesive and active PR presence is the secret ingredient to building brand equity and awareness. We’re so committed to helping you get to the next level; we base our PR pricing on your strategic objectives.
- Increase Revenue: PR has genuine and exciting implications for revenue growth. More credible than advertising PR contributes to increased sales conversion and deal flow improvement, as well as decreasing churn and increasing customer lifetime value (CLTV). Working with your top PR firm to develop baselines and KPIs for your business goals not only allows you to see the impact on your bottom line, but also enables your PR firm to develop a strategy that is effective and long-lasting.
- Attract Investors: For many emerging industry companies and hyper-growth brands, attracting investment is a key goal for scale. Investors like to see that your product has legs. There is no better endorsement of your product’s potential than media placement. It might be tempting to only use PR after you’ve secured investment, but PR can increase deal flow, give you more brand equity, and improve the quality of investment.
- Competitive Advantages: If you’re in an industry where there are a lot of competitors, then you absolutely need public relations. PR will help you clarify your messaging and ensure you know where and when you can stand out. Further, in crowded fields, what do consumers do? They Google brands to find reviews and articles. If your brand has this critical 3rd party social proof, it’s a massive edge for your brand.
- Recruitment: The best candidates know their value and want to work for companies that are known entities in their industry, no matter whether the job market is tight. Great candidates are rarely interested in growing a business that hasn’t committed resources to growing the business. No one ever became an industry leader by focusing solely on cutting costs. PR shouts from the rooftops: “we’re serious about our future,” and that’s just the message to appeal to the best and brightest talent at all levels.
- Attract Acquisition or an IPO: Sometimes the next stage in a company’s growth is an acquisition or an IPO. For both scenarios, completely integrated PR and marketing efforts are critical. For emerging industry companies and hyper-growth brands, if you’re serious about being acquired or an IPO, AND you want the best price for your company, now is the time to double down on brand equity investment. These strategic objectives require an aligned pre-IPO PR strategy that may differ from what you’ve done in the past. But since our company has done this many times, we can help you navigate and implement the strategy flawlessly.
Why is PR your secret weapon? These are only the most critical to business goals; there are hundreds of smaller PR advantages that increase revenue and even save you money. At Avaans Media, we’re exceptionally proud of our A-team, a group of experienced and insightful communication experts who never stop working for our clients. Get started being the most important brand you can be. Contact us today for a discussion about your business goals.
Investing in PR is a commitment, so before you get started, it’s important to be clear on the competitive advantages of PR. Clarity around these advantages can ultimately help you enhance your overall PR outcomes.
A trusted brand will increase sales and revenue, but there’s an additional reason to use the competitive advantages of PR: the bank of trust and credibility. Building trust and credibility has it’s own brand value advantages, the third-party validation from credible media outlets positively affects capital raises, increased sales, and future IPOs. But there’s more, if you get caught up in bad news, have a product recall, or other upsetting news, the trust you’ve established with customers, investors, and journalists will serve you well as you respond to bad news. Depending on the news, PR could also save you legal fees, re-branding fees, or lost sales. Credibility and trust build up over time, and if given the opportunity, trust is a lot like reinvested dividends, they grow exponentially over the years, so it’s never too early to make deposits in the trust bank.
Paid ads require copywriters, videographers or photographers, a team of editors for content, and that’s before you ever purchase the space or pay the ad and marketing agency for their creative ideas and campaign planning. PR agencies specialize in creating opportunities that come at little to no cost, like creating buzz, word of mouth, or owned content. Product placements or executive quotes, interviews or public speaking opportunities, awards, these have little to no additional cost, and yet they lend 3x more credibility than an advertisement. So what’s the competitive advantage? Let your competitors spin their wheels on the ever-changing price of digital ads or the unknown impact of a print ad and instead invest in sticky earned media, with a predictable budget, that delivers awareness AND credibility.
What would you pay to have 50% or more of your customers or clients be completely loyal to your brand, no matter how much your competition targets them? Competitive advantage PR campaigns that appeal directly to customer values or purpose have an enormous impact on customer loyalty and earned media. Purpose-driven programs also have the added competitive advantage of potentially appealing to a segment of journalists too. Well-considered PR campaigns will have the added competitive advantage of giving you more opportunities to communicate with your customers and give your employees more opportunities to humble-brag about the socially aware company they work for. And when the recruiting market is tight, giving your employees pride in their work saves on recruiting and turn-over costs.
Playing with the Big Boys
If you’re not already a household name, then one of the competitive advantages of PR is the statement that you’ve arrived. When media outlets start covering your products, you’ve entered into a rarified realm because less than 2% of all companies EVER receive media exposure, and we bestow those that do with more credibility. Simply appearing in an article with a household name elevates your company. At Avaans Media, our clients are hyper-growth companies or those in emerging industries, or developing purpose-driven campaigns – what all our clients have in common is when they come to us, they are in the mix, but not well known to key stakeholders, but when they leave us, they have measurable outcomes including capital investment, mergers and acquisitions, and IPOs.
Leverage Your Other Initiatives
One additional competitive advantage of PR is having them at the table when planning internal or external initiatives. PR experts can help you develop those plans with media reactions in mind. If you DON’T want press on something, PR experts will know how to enhance that outcome and will help you prepare if it hits the press. On the other hand, PR experts can advise how to leverage marketing initiatives for additional coverage. We’ve helped our clients identify many ways their investments in branding, partnerships, and even advertising can pay 3X more dividends through earned media.
PR is the choice of brands with big plans and that’s because the competitive advantages of PR can’t be beaten. Regardless of your strategic business goals, talk to the Avaans Media PR experts about them so we can advise you on the best ways to make those goals a reality faster.
5 Ways to Leverage Media Coverage
Leveraging media coverage is the key to maximizing PR outcomes for hyper-growth brands and emerging industries.
This post originally appeared in Authority Magazine
Welcome to another installment of our PR Strategy Series, where you can learn directly from top industry experts on how you can leverage media attention to grow your business.
I’m your host, Kage Spatz — here to help entrepreneurs, coaches, and service providers save more time, build more trust, and serve more customers. Today I had the pleasure of talking with Tara Coomans.
Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
I did a lot of different marketing and PR roles before I started this agency, and I think that’s what makes my strategies and perspectives so valuable; I really do see things in a 360 degree way. When I was 26 years old, I started my first agency, it was an event marketing agency, from there I went into publishing and co-owned a few magazines, and then after working in sponsorship promotions for brand and nonprofit partnerships, I started my own communication and PR agency. My background really allowed me to work with a broad range of clients and appreciate the benefits of integrating marketing and PR levers.
When I first started this agency, social media was just taking off and we specialized in guiding companies, brands, government agencies, and nonprofits in integrating social media into their overall communication, so social media is really integral to Avaans’ PR roots as is integration with other marketing initiatives. Today, Avaans Media excels at integrated communication strategies with a special emphasis on earned media.
In your opinion, what separates your agency from others in the space?
I’ll share with you what we hear from our clients who have had PR firms before. They tell us we stand out as effective, strategic across channels, and able to move fast.
We really pride ourselves on our earned media success, we get multiple hits per month on an ongoing basis. We know how to get your company, your executive, your brand, in the press — and we know what to do with it once it’s there. We’re extremely proactive and we work shoulder to shoulder with our clients.
Our team is another differentiator. Our team is experienced and extremely effective and we have very little turnover. I’m also personally engaged with all our clients because we know brand consistency is the name of the game with PR. And our team really taps into their own emotional intelligence to provide outstanding strategy and positioning because we’re hyper-aware of the cultural and media mindset.
We also move incredibly fast, we pick up complicated technologies, business changes, cultural changes, or communication challenges and can very quickly determine the best course of action.
Which three character traits do you think were most instrumental to your success up to this point?
- Empathy-As an agency CEO, empathy is vital. I feel it makes us a better collaborator with our clients, and it’s really what allows me to keep a pulse on changing cultural conditions. I also think it’s why our team is so effective, because I truly hear and see what they’re experiencing and I work very hard to integrate their feedback. Empathy has allowed me to steer clients clear of potential pitfalls, and it’s allowed me to build a really talented team. Although empathy is something I’m proud of, we all have blind spots. Several years back, I usually addressed an email to an all-female team with “Hi Ladies,”. One of my team members told me that made her extremely uncomfortable and that she felt there was no reason to call out anyone’s gender at the top of an email. To be clear, this wasn’t a pronoun issue, but it did make me consider my own perspectives. You see, I’ve made a big point of hiring & supporting women in my agency, so I was proud when we had an all-female team. But her perspective brought something else to light: the way we address teams, especially those of us in leadership roles, can be perceived as one of elevation or diminishment, depending on the person’s own experiences. We now call our internal team the “A-Team,” and it seems to work better for us.
- Know When To Say No — Another thing I’ve learned over the years is the type of client we work best with. We work really well with people who are invested in success and will be part of our village to raise a brand. We work best with clients who want actually to move the needle; that’s why we excel in fast-growing industries and with ambitious brands. Knowing when to say no has been pivotal to our growth. Our team is excellent and professional, but nothing takes the winds out of someone’s sails faster than knowing their advice, work, and recommendations are falling on completely deaf ears. It leads to less than desirable results and it weighs down my team too. I can’t have that, because it affects everything. I’ve gotten really good at identifying clients who are a good fit for us, as a result our work is outstanding, our team members are happy, and our day-to-day existence, while it can be stressful, is satisfying because we know we’re making a difference. I will say, this is a constant battle. I’ve developed an internal plan on managing these situations so I have guidance for myself and the team the next time we have a less than ideal client fit.
- Resilience-Resilience is probably my superpower. As an entrepreneur, I’ve been through 3 major national crises (9/11, 2008, and the COVID pandemic). Not only have I survived them, but our clients also. I’ve developed plans and strategies for hyper-growth within and in the aftermath of these situations. I’m incredibly proud of that. That doesn’t mean I’ve never experienced failure, because like anyone, I’ve failed, but, I always look for the lesson learned and then move on.
What 3 media strategies are typically most effective in generating more business for a national brand?
National brands should be thinking about PR all the time. PR should have a seat at the table for any national or nationally ambitious brand. From partnerships to product development to 360 campaigns and internal initiatives, to leveraging media coverage, there are so many great ways for national brands to stand out with PR insights. And national brands need to be more and more focused on authenticity and the importance of internal communications too.
- INTEGRATE — Integrating programs together so they activate one another is a great example. We worked with a client a few years back to bring PR into their events programs. For one of their major events they sponsored the press box, although this was a paid sponsorship, it was a true media relations move, particularly for their target audience. This elevated the brand’s exposure to the press in a positive way since the press box was a refuge and always had food, phone chargers, and private space for interviews. The Avaans team was onsite to ensure the press opportunities flowed and in the end, the ROI was truly remarkable –and sustained itself well past the actual event. It was a great activation of PR and paid sponsorship.
- OWN YOUR CONTENT, OWN YOUR REPUTATION — Owned content is another fantastic PR opportunity. National brands really need to make sure their PR and SEO teams are working together and that owned content bridges those two worlds. This includes any kind of owned content from websites to videos. A few years ago, we did a Clio-nominated video for a CPG client and we scoured the script to make sure that the content was not only a beautiful example of storytelling but also engaged keywords that were aligned with the brand. The video was a masterpiece of storytelling and branding, but I’m also really proud of the behind-the-scenes work that ensures the video would attract traffic to the website because of the way it was scripted.
- PR DURING PRODUCT DEVELOPMENT — I think something else important for national brands, is to consider PR during product development. It’s such a great opportunity to really consider how the product will stand out. PR can also help product development with insights into customer and culture trends and state of mind. There are PR opportunities during the design and testing phase that are really exciting. Something as simple as color choices on a consumer product: does the color pop off a page? Something like what the product will be named, many times a PR person can provide insights into things like that.
We’ve worked with clients to develop press-worthy products and we’ve used PR to help develop the product itself. We worked with a client years ago who was beta testing a platform aimed at parents. We developed a community of parents in social media to provide feedback and insight. We were engaging this community in a sustained way — not just in a focus group setting.
In the end, some of the feedback ended up radically improving the product and especially the messaging. Most exciting for the brand was the number of these parents who were defacto influencers during launch, they were the company’s earliest brand ambassadors and really made a huge impact at launch.
Would your PR strategy change much if a client is selling a physical product or has a service-based solution? B2C versus B2B? If so, please share an example or two that might demonstrate any differences.
Sure, there are big differences, including different expectations from the target audience. For example, a B2C brand might want to earn press in national consumer lifestyle outlets, but for B2B, it might be more relevant to focus on industry outlets. With consumer PR, having big reach numbers is important, but for a B2B outlet, it’s about aligning with quality over quantity. Also, how you leverage your media coverage will be different.
We have a technology client with a retail B2C product line and a B2B product line. One of the benefits for the brand is our B2B and B2C efforts are aligned, even though our PR strategies were different for each. The B2C side was heavy on earned media coverage, the B2B side was heavier on owned content, data, and trust-building within the industry and potential customers, which meant aligning with industry-specific opportunities.
There was is an added benefit for the B2B product line though: B2C PR added trust and awareness for the brand overall. When we secured a Today Show review of one of the B2C products, the B2B team used that an opportunity to start or re-engage conversations they were having, and the B2B side was able to piggyback off the trust of one of America’s most trusted morning shows.
For Direct to Consumer (DTC) products, it’s important to remember the media landscape is changing and lots of publications are radically changing the way they do product reviews.
For one, Google is changing the way they view these types are articles, so savvy publishers are looking to dig a little deeper into the products and the reviews, so be prepared with a thorough FAQ that’s specific to press when you send product samples.
Along these same lines, I highly recommend an affiliate program, ad revenues continue to decline and major publishers are prioritizing products that offer affiliate links. When your brand gets a review, be sure to share the article with the affiliate link.
If a business is already investing monthly in PR, what other marketing strategies would you recommend they invest in that best compliments that work to bring in the most amount of business?
This really depends on what else they’re doing and who their audience is. Broadly, I would say take a deep look at your owned media for enhanced trust and reinforcing your brand; see what’s working and integrate those insights into leveraging your media coverage.
Hypergrowth companies sometimes underestimate the benefit of these two strategic objectives in PR and owned media’s role in these objectives.
If someone has already been covered in the media, what are the best next steps after that? What are your “5 Ways To Leverage that Media Coverage To Dramatically Grow Your Business”?
- CELEBRATE WINS — Make sure your employees know about your press coverage, and celebrate it internally. CEOs can use it as an opportunity to remind the company that you’re a team and celebrate your efforts. You don’t need to ask your employees to share the press, if you’re creating a great culture, they’ll do that already. But it’s important to use press coverage as an opportunity to congratulate your internal team on a job well done and to reinforce your brand’s growing influence. Share your press with customers and clients too. Everyone likes to know that they’ve made the right choice and earned media reinforces that choice. It’s also an awesome opportunity for customers and clients to share it with someone else and say “this is the product/service I was telling you about.” Don’t be shy about empowering your existing clients with good news worth sharing. Make sure you’re pitch decks are updated regularly with your top 3 pieces of content. Your earned media and press is useful for biz development or capital raises. If you’re unsure which to select, as your PR firm, they’ll talk it through with you and point out what’s most relevant for your objectives.
- REPURPOSE YOUR EARNED COVERAGE — One of the beauties of earned media is it has a long lifespan. Be sure you’re highlighting your press coverage in ads and on your website. This is appreciated by the outlet and also increases the social proof to new audiences. While we’re at it, celebrate your earned media with your email list too. Resurface earned media when it’s relevant or right in social, in email, and in newsletters.
- USE YOUR PR FOR INDUSTRY ADVANTAGE — When you receive positive press think about doors it can open for you. Great brands always take PR seriously, this is especially true for companies using technologies like AI or drones, or other emerging industries or hyper-growth companies like fintech, blockchain, or cannabis. For emerging industries, it’s really important to focus heavily on trust-building initiatives. Emerging industries need to keep in mind that even people who aren’t their customers are early stakeholders in things like regulation. If you’re in an industry that’s likely to be or already is highly regulated, and you’ve received a business profile in a great publication, that’s a great opportunity for the CEO to introduce themselves to local political figures and representatives and start a dialogue about the industry or the business.
One more before we go: If you could start a movement that would bring the most amount of good to the most amount of people, what would that be?
I’d love for us to celebrate and reward kindness more. There are millions of small acts of kindness daily, everything from holding open a door for a stranger to writing letters of recommendations.
If I could do anything it would be develop a true kindness economy. I envision tracking kindnesses in a way that people could see the ripple effects of their kindness.
Thank you for sharing your story and so many valuable insights with us today!
Sara Blakely didn’t become one of the most admired female CEOs without taking her public image seriously. Blakely credits her publicity-savvy approach to her grass-roots success that launched a billion-dollar exit.
Sara Blakely became notable for being one of three female founders to exit in 2021. In 2012, she made headlines as one of the first female billionaires when Spanx was valued at over $1 billion, because she retained 100% ownership, had zero debt, and to that point had never spent a dollar on advertising. Blakely wasn’t lucky. She is smart and from the start, dialed into earning trust and word of mouth. Blakely was so PR savvy she patented Spanx early because she saw it as a marketing lever. She knew actions can translate to media coverage. Consistently, Blakely refined and perfected three key strategies she credits to her success.
Tell Your Story Relentlessly
One thing Sara Blakely did immediately is take control of her own narrative. Sara knew: if you don’t tell your story, someone else will.
CEOs who take a personal interest in their brand’s success always generate better coverage. Blakely never took the “fake it before you make it” stance in the press. She took her failures and turned them into stories about resilience. Her career-focused and ambitious customers could relate to her humble fax-machine sales beginnings. Blakely famously said she’s “game for anything,” and it’s the company who has to reign her in.
Blakely celebrates her female strengths, recently claiming she ran the business from “intuition, vulnerability, and empathy,” which recently led to an acquisition by private equity firm Blackstone in November 2021.
From the start, Blakely refined her story, kept it authentic, and told it over and repeatedly. She never deviated from her why, and she never glossed over speed bumps or failures. That’s why, despite her elite success, women the world over related to Blakely. Her approachability gives her another lever to pull, she can celebrate her wins and women celebrate with her.
The Not-So-Overnight Success of Product Placement
“We always had PR and grassroots marketing at the forefront of what we did. It was getting the word out any way we could: speaking engagements, sampling,” said Spanx CEO Laurie Ann Goldman.
In the halls of famous breakthroughs, The Oprah Effect is perhaps one of the most celebrated. With Spanx, when Oprah included them on her list of favorite things, for many women, it was the first time they’d heard of the product. But Sara Blakely had been sending celebrities, stylists, and female icons Spanx samples from the very beginning, and she wasn’t cheap about it. Blakely sent full gift baskets, with enough product to make sure every celebrity had enough to get through the week, no matter how intense their appearance calendar was. By the time Gwyneth Paltrow said on the red carpet that Spanx was her post-baby-body secret in 2003, Spanx was already a well-known insider secret. “Word of mouth and the media are so much more powerful and believable, so that’s the route I went,” said Blakely.
Blakely knew: place your product consistently, earn the trust of celebrity influencers, and it pays off. It looks like an overnight success, but in fact, Blakely had been doing product gifting for years, and she did it with class.
Absolute Customer Clarity
Blakely knew: if you’re for everyone, you’re for no one. When she first started sending celebrity gift baskets, she targeted Oprah because she was open about her weight challenges, and Kim Kardashian because of her famous booty. Despite her success in famous retailers, direct-to-consumer sales are at the heart of the Spanx expansion, making up 70% of its sales, which means Spanx has to develop deep relationships with their target customers.
If you look at Spanx coverage over the years, Blakely was disciplined about keeping to her “why.” Customer clarity allows Blakely to stay focused on her “why,” which is a much more appealing story than a product story.
Blakely’s approachable voice is another key to the brand’s relatable success – she talks to her consumer the way they talk with their friends, from packaging to interviews, she just gives us enough to relate to her. Even her extravagances seemed relatable to her target market. You never hear about Blakely’s car or vacation homes. Instead, you hear about relatable splurges like when she bought Olivia Newton John’s Grease outfit; clothing her target market clearly remembers, and one that showcases a spectacular derriere.
Employing these three CEO publicity strategies doesn’t guarantee a billion-dollar business, but it does guarantee that you will get noticed. Everyone from consumers to venture capitalists and private equity firms like to know there’s a story there, and potential for brand affinity. The Spanx brand couldn’t have become so iconic without these three remarkable publicity strategies.
Ask anyone who works in the cannabis industry: it’s different from any other industry. It’s not “just another CPG” product. It’s a highly regulated, heavily watched, extremely volatile industry. Our firm handled the first cannabis product recall in California, and we can tell you it’s not like other product recalls. We’re deeply engaged in the cannabis industry through our NCIA leadership and we proudly spearheaded the Best of 420 Clio Cannabis last year. The cannabis industry, which started in 2012 when Colorado and Washington legalized recreational use, has a history and patchwork of regulations even though it’s an emerging industry. Navigating these waters takes strategy, foresight, and the ability to read the tea leaves, which only comes from experience – that’s why hiring a cannabis PR firm matters.
The Cannabis Industry is Not The Green Rush
The ACTUAL gold rush was famously unregulated; it was a bonanza of rebels who swarmed government lands with impunity. Or the tech industry, whose ground-breaking innovations in media, medicine, and technology happened without major government oversight for decades, giving time for some of the world’s most profitable companies to take root.
The cannabis industry is on fragile ground. Even the most basic of business tools, the bank account, is challenging to secure for plant-touching cannabis brands. Unlike the surge of other emerging industries which merged into hypergrowth businesses, from the very first, the cannabis industry has been highly regulated. No startup industry has managed so many regulations, taxes, and hurdles early in its growth.
Why does this matter when hiring a cannabis PR agency? Because there is a more significant responsibility to consider and more to lose for cannabis brands. Anytime a bad actor lands in the cannabis industry, legislators can point to the irresponsibility of that single company as representative of the entire sector – fair or not. Cannabis brands must take the reputation of the whole cannabis sector seriously. Cannabis owners have the opportunity to be cultural leaders, and that’s a heady but consequential task that a cannabis PR agency knows how to handle.
If the cannabis industry is to change its federal legalization situation, then it must take the reputation of the cannabis industry seriously; that’s why hiring a cannabis PR firm matters.
Building a Brand Matters More in Cannabis
There are only a few ways for cannabis brands to differentiate because of the limitations on cannabis brands. Therefore, cannabis brands must use the marketing and communication tactics that are open to them, strategically.
While a cannabis connoisseur may be able to detect the subtleties of your flower’s terpene profile, the average U.S. consumer is still blissfully unaware of what a terpene is. It’s essential to meet your consumer where they are and celebrate their lives through the articulation of your brand. People are rarely drawn to a brand because it educates them; educational content has its purpose, but as a cannabis brand, you must know its purpose and place more than other consumer brands. And when I say brand, I mean every touch point from cannabis packaging to website. If your website looks amateur, then it doesn’t scream luxury or lifestyle; it screams “cheap, and uncommitted.”
Don’t kid yourself into thinking your digital presence doesn’t matter because traditional e-commerce isn’t available to cannabis brands. The fact is, search is one of the most powerful marketing tools you can leverage, and PR and content are critical to successful cannabis SEO.
It’s more important than ever that brands articulate clearly WHO their customer is. This is true of all consumer brands – but for the cannabis industry, where it’s even more challenging for the consumer to differentiate between brands, it’s even more critical that you tell them. No successful brand is everything to everyone right away. It took decades for Coca-Cola to be a brand that crosses generations and lifestyles, and even with that, Coca-Cola is continuously adding new products and new campaigns to reinforce its connection to segments of its audience. No cannabis brand has the history or the budget to operate the way the world’s biggest brands do – and that’s OK. You can’t be ubiquitous, but you can be niche.
But being a cannabis company doesn’t make you a cannabis brand-a brand you must build. And PR is a vital tool for emerging industries and ambitious brands for a reason.
Today’s cannabis brands have a multitude of strategies for their future. Some want to create generational family businesses, some want to be acquired, and some want nothing less than world domination. All those things are possible when you build a cannabis brand and that’s why hiring a cannabis firm matters.