2022 promises to be another intense news year and while there is no shortage of news stories, there IS a shortage of journalists; fewer journalists means fewer stories. With the mid-terms and a potentially all-consuming COVID news cycle, cannabis (THC and CBD) are no longer securing media coverage simply for BEING a cannabis company. So it’s more important than ever that marketing and PR develop campaigns that do more and go further. That means cannabis CPG brands need to think bigger and bolder. With that in mind, here are our 3 ways cannabis PR accelerates your business goals AND media coverage.

[6-minute read, 3 minute listen]

Cannabis Business Goal: Secure Investors and/or Prepare for IPO

 

This may very well be a great year for cannabis companies trying to raise funds or even IPO. But now that there is very little first-mover advantage left, it’s more important than ever to invest in brands and branding. This means really leaning into your target market and expanding the lifestyle your CPG product delivers to your target consumers. For brands at this stage of growth, we’re deeply encouraging these brands to consider partnerships and campaigns with purpose-driven initiatives. In  2008, Blackrock CEO Larry Fink made major waves when he said “to prosper over time, every company must not only deliver financial performance but also show how it makes a positive contribution to society.” And in he continues to double down on this, as Blackrock highlights social contribution in its investments.

But it isn’t just institutional investors who are eyeing social contributions, it’s consumers too. The biggest generation since the baby boomers and their little brothers and sisters, the Gen Z’ers are all looking to connect with brands who illustrate their responsibility to society. And according to Zeno’s Strength of Purpose report, consumers are 4.5x more likely to recommend a brand with a strong purpose. And lest you think it’s just young people attracted to purpose, the same report says those over 74 are more likely than any other generation to purchase from brands with purpose.

Investors love consumers, and they REALLY like customer loyalty and growth, so if you’re looking to improve your standing with VC or investors, 2022 is your year to take your purpose-driven initiatives to the next level. But it doesn’t stop there, but committing to purpose and executing internally and externally, you’ll have more opportunities to receive positive press coverage. Consider this – in 2021, there were about 1.9 million (non-press release) articles about cannabis. And the top topics were regulatory-based. Next came petty crime and manufacturing. If you had talking points on any of those in 2021, your media opportunities were much better. There is a finite amount of media coverage on any topic; strategic PR helps you cross over. Now consider the 6.8 million articles about the environment last year, the top 3 subcategories were climate change, energy, and decarbonization. Sustainable investing is in the top 10 as well. Imagine if your brand were to tie purpose into one of those top environmental topics, along with those top cannabis topics. Your media opportunities would increase by ten fold! Purpose-driven initiatives are but one way cannabis PR can speed up your brand goals AND media coverage

 

Environment Media Coverage

These are the topics the media ALSO covered when discussing the topic of the environment in 2021

 

 

 

 

Cannabis Media Coverage

These are the topics the media ALSO covered when discussing the topic of cannabis in 2021

 

 

 

 

 

 

 

 

 

 

 

Cannabis Business Goal: Product in More Retail Outlets

There just isn’t enough shelf space in dispensaries these days. And yet retails have a difficult time differentiating themselves, so a lot of dispensaries rely heavily on price discounts, which affects your cannabis CPG brand’s bottom line. Instead of getting into that rat race of product discounts, use PR to develop distinctive partnerships with your dispensary while at the same time helping the dispensary sell your product because of consistent PR coverage. Not only does PR open doors and differentiate your brand, but it also tells the dispensary that you’re committed to building a brand that will stay in demand. You can use PR to develop attention-getting budtender and community campaigns, too, that can accelerate your brand AND media coverage. There are so many ways PR can strengthen the brand-dispensary connection.

Not only that, but consistent PR coverage will really help to decrease the time it takes to secure a deal. Think about it-if you have room for 1 more brand and you have 10 to choose from, what’s top of mind? What will sell, of course. As it turns out, a lot of what makes a product attractive on the shelf also makes it attractive to the press. So don’t waste the branding and product development dollars invested – activate them with PR. Plus, retailers know, the only thing stronger than an independent endorsement is a referral from a friend, so make sure those budtenders see your PR coverage so they can include that information when they’re suggesting your brand, “ABC magazine just wrote about this last month – they loved it! It’s been flying off shelves!” that sounds like a great way to make your PR budget go further.

Cannabis Business Goal: Attract Top Talent

The struggle is real in 2022. There is a lot of change happening in the job market, including at the senior management level. According to the Harvard Business Review, while mid-career employees between 30-45 have the highest resignation rates, the age 45+ employees, also had higher resignation rates in 2021 than in 2020. 49% of U.S. executives reported a much higher turnover in 2021, according to the Society of Human Resource Management. The cannabis industry isn’t immune to these challenges. According to a recent mg magazine article, “The uptick in job openings has been observed at the top and bottom rungs of the industry, from hourly workers to executives, and it’s happening in every state with some form of legalization framework,” Recruiting and turn-over are expensive, regardless of the role. Cannabis PR can accelerate your recruiting goals AND media coverage

But brands can use PR to attract the highest talent. Returning to the topic above about how purpose plays a role, Deloitte reports purpose-driven brands have 40% higher workplace retention. Take that 40% reduction in turnover costs and add it to your PR budget. If your company is looking to attract top talent, but you don’t quite have the budget for the best and brightest, consider using PR to secure speaking engagements for your top-tier executives-ambitious people love opportunities that put them in the spotlight. But, you can’t promise what you don’t have – this is a long-term goal as speaking slots tend to fill up 6 or more months in advance. So if talent acquisition costs are eating into profitability, PR can help. Connect your talent recruiter and your PR agency together and let the magic work.

 

There are so many strategic ways to use PR to accomplish your business objectives. Working with your PR to accomplish business goals – and setting corresponding KPIs, sets the stage for the success you really want. Contact us today if you’d like to talk about your business objectives.

One of the biggest mistakes that consumer packaged goods companies make is assuming that consumers are only interested in shallow, colorful, brightly designed packages. Consumers care about who makes their products and where they come from. Setting yourself apart in the crowded CPG market is about more than making a good visual impression. Loyalty and brand recognition come from carefully curating your image and making a connection with your target audience in a meaningful and positive way.

Hiring a purpose-driven PR firm can help hone your message to consumers. This type of firm can also place your message in strategically valuable media outlets to get a foothold in a competitive marketplace. Navigating these strategic PR campaigns can be labor-intensive. An experienced PR firm can provide the professional support you need for brand growth and visibility. Investing in a PR agency with CPG experience may be the right move for you, especially in today’s economic climate and competition.

What are CPGs?

CPG, or consumer packaged goods, are products that are consumed by customers regularly and require routine replacement. These types of goods generally have a short shelf life. CPGs include food items, clothing, makeup, cosmetic products, and household goods. The market may feel dominated by big-name brands with extensive marketing teams at their disposal. However, now is the right time for emerging brands to take advantage of PR to increase their brand awareness and visibility.

CPGs and Consumers

Consumer packaged goods companies are one of the largest manufacturing employers in the U.S. The industry itself contributes nearly $2 trillion to U.S. gross domestic product and generates $1.1 trillion in labor income. What does this mean for the industry itself? It means the industry is not only profitable but also highly competitive. Brands are consistently competing for the attention and the hard-earned dollars of everyday Americans. When store shelves are saturated with products, brand recognition becomes an important factor in relation to consumer buying habits.

Consumers buy brands they recognize and trust. This relationship between the brand and the consumer does not happen overnight. It develops over time through carefully crafted messages aimed at the right audience. Once a consumer develops brand awareness, they are more inclined to continue buying the product they know the most about. Good companies will continue to foster their relationship with consumers by the following approaches:

  • Staying in touch with their needs
  • Managing expectations
  • Generating targeted messages aimed at increasing consumer loyalty

Companies can adapt and market towards their target consumer base by keeping a finger on the pulse of consumer awareness and buying habits.

How PR Can Help CPG Companies

Any economy can experience supply chain issues, rising costs, and product shortages. These issues rarely leave a positive impression on the consumer. The rise of social media has shown us that misinformation or negative sentiments can quickly sour an individual’s image of a brand or company. As misinformation spreads, so do negative consumer responses. Now more than ever, companies need to take a proactive approach to communicate with consumers. PR firms can help CPG companies achieve their communication goals by leveraging their influence with media outlets and crafting stories that positively resonate with their audience.

Public relations agencies specialize in helping their clients generate and distribute information about their business. Public relations is sometimes lumped under the marketing umbrella. While the two share similar goals, they are not the same. Public relations agencies know how to leverage free media, which does not cost a company anything to distribute, unlike paid ads or spots.

PR firms can be crucial in helping CPG companies create purpose-driven, helping to increase brand recognition. Brand recognition helps companies stand out from the crowd and sets them apart from their competition. PR firms can also assist with story placement in local news, newspapers, magazines, and national news organizations, letting customers know that you are out there in the marketplace. With strategic PR campaigns, brand awareness grows and can translate into more sales. With continued PR saturation, what was once brand recognition turns into brand loyalty. One-time customers turn into repeat customers, and sales may continue to rise.

Another benefit of using a PR firm for free media is credibility. Consumers know that when a company pays money for a commercial, billboard, or web banner, they are looking at a carefully crafted image designed to get them to spend their money on the product. PR agencies work strategically to place stories in free media. Free media adds an air of credibility to a company because the company did not directly pay to get its message to the consumer. For example, a story airing on a local news station about a company’s recent good deeds in the community can give the company both brand recognition and credibility.

A skilled public relations firm with experience in the consumer packaged goods industry should be able to help you reach your goals by:

  • Increasing visibility and credibility
  • Increasing brand recognition and brand awareness
  • Strengthening customer relationships and building brand loyalty
  • Generating positive word of mouth
  • Building community relationships
  • Reducing repetitional risk
  • Meeting consumers communication needs

Strategically crafted public relations campaigns can help a CPG company connect with its target audience in more meaningful ways. Building an emotional connection between a consumer and a company is powerful. This connection can eventually translate into more sales and more repeat business for your CPG company.

During difficult times, the first thing that companies often cut from their budgets is marketing or PR. Right now, PR and marketing are the last elements of business that should be on the chopping block. The time is ripe to get your message out to invested consumers desiring authentic and sincere communication. Take this opportunity to connect with your consumer base on a deeper, more intentional level and see how it translates into a better consumer-client relationship.

If you are interested in what a PR agency can do for your CPG business, now is the perfect time to explore your options.

You don’t need to be an influencer or celebrity to make public relations work for you. Having a good PR team on your side can help a business increase its visibility, brand recognition, and bolster its reputation in the community. These things can eventually translate into more customers and a bigger slice of the proverbial pie.

However, hiring a PR team isn’t free. A PR agency is an investment. Before deciding if hiring a PR firm is the right move for you, consider what makes a PR team an asset. Then ask yourself if a PR team is worth it for your business. Having a clear vision of your short- and long-term objectives and goals will help you understand the desired direction of your business. When looking towards the future, you may be surprised at how much value the right agency can add to your image and your bottom line.

What is PR?

Public relations agencies are businesses that specialize in helping their clients craft and distribute information about their business or industry. However, this information is not distributed in the form of paid ads or commercials. It is essentially “free” media that doesn’t cost a company anything to circulate. Free media can include local news stories, national news stories, newspaper articles, or magazine articles. Stories can also be distributed via the Internet or certain social media outlets. This type of media allows customers to see information or stories about a business without the filter of product sales.

The goal of PR is to put the right message in front of the right people. By generating favorable media coverage, a PR firm can help a client cement their image in the minds of potential customers. A good PR strategy can build brand recognition and customer loyalty, adding value to a client’s business.

Why is PR Worth It?

Numerous factors can make PR worth the price of a good agency. However, what makes a PR firm is worth its weight depends on the client’s needs, goals, and overall objectives. You get from PR what you help put in. Outlining your values ahead of time and communicating your needs with a PR firm helps them understand what you want to get out of the relationship. From there, a PR team can craft a unique strategy that can help you reach your objectives and allow them to target the audience you hope to capture.

An important way that PR can help bolster a client’s business is through brand recognition and credibility. PR professionals understand which media outlets can help build credibility while simultaneously increasing their visibility in the community. A solid PR firm will then be able to pitch story ideas and distribute press releases to the outlets that may help give their client the clout they need.

For good or bad, a strong public relations team can use the power of words to change the hearts and minds of people. Placement of positive stories and positive messages about a client can help build trust and loyalty. When something traumatic or negative happens, a strategic PR firm may also attempt to mitigate potential damage to a brand or turn the incident into a humanizing moment. Crisis management is just as important to a brand as positive story placement. A solid PR firm should have experience with both skills.

Skilled Professionals Who Know the Business

Many businesses handle PR internally. This strategy may work for certain industries. However, if you are considering what makes a PR firm worth hiring, consider the skilled professionals they hire to fill their firms. Many current public relations specialists are former journalists. This is important to note because former journalists have inside information about the business. They tend to have a wealth of contacts in the media industry and know how to get a media outlet’s attention. From drafting compelling press releases that don’t end up in the trash bin, to reaching out to community contacts, they know how to leverage their contacts for the client’s benefit.

News stories come from a variety of different sources. Because of the saturation of information, it’s not enough to simply email a press release or event notice to someone these days. It takes carefully crafted communication, outreach, and tenacity to pitch stories and get them placed in the right outlets at the right times. Good PR professionals are transparent, proactive, and passionate about what they do. They want your continued business and will go the extra mile to make sure that you see the value they add to your business.

How Else Can PR Benefit a Business?

Contrary to popular belief, PR is more than just submitting press releases and sending out event invites. At its core, public relations is about good storytelling. It is about crafting compelling and engaging messages that linger with an audience and spur them into action. A skilled PR firm should have experience handling different tasks as well as monitoring and responding to new and emerging trends within a client’s specific industry. Generally, a solid public relations firm will understand how to handle the following:

  • Crafting press releases
  • Following up with media outlets
  • Writing pitches
  • Speech writing
  • Copywriting
  • Blog writing
  • Event planning
  • Strategic crisis management
  • Market research
  • Community engagement

With these elements in play, a PR firm can contribute to the success of a business by:

  • Increasing credibility
  • Increasing brand recognition
  • Enhancing a business’s public presence
  • Enhancing a business’s online presence
  • Generating positive word of mouth
  • Handling crisis situations
  • Building community and customer relationships

What do these contributions all translate into? For many businesses, they translate into increased growth and sales. New customers are drawn to the business while existing customers develop brand loyalty and keep coming back as repeat customers.

If you are looking to grow your business or remain competitive in a thriving marketplace, you may want to consider the benefits of hiring a PR agency. Spending money on a firm today may add tremendous value to your company tomorrow.

If the legalization of marijuana in a growing number of states has taught us anything, there will likely be an emerging market for other products like psychedelics, as interest grows in their recreational and medicinal benefits. The stigma around using psychedelics, while still present, is starting to shift. The potentially beneficial and pharmaceutical uses for magic mushrooms and other substances are increasingly evident, and the market will likely follow.

Some estimates indicate that the market for psychedelic drugs could grow into a $6.9 billion industry by the year 2027. As psychedelics continue to gain mainstream acceptance, psychedelic companies are still in their marketing and PR infancy. Getting in on the ground floor means investing in a PR campaign today that could solidify your status as a psychedelic authority and leader in the industry in the future as it grows.

The psychedelic industry is a sophisticated enterprise that still suffers from stereotypes and misinformation. It’s much more than mushrooms, black lights, and velvet posters. A strategic PR campaign can help transform this image. It can also lend credibility to what should be considered the next big untapped drug market brimming with potential. As companies continue to grow and gain access to more capital, the opportunity for an IPO, or initial public offering, emerges. A strategic PR campaign can help push these companies into the big leagues.

Why Do Psychedelic Companies Need to Think About PR Now?

The legalization of marijuana has spurred new ways of thinking about old drugs. Psychedelics are getting a fresh look from both the public and private sectors. Researchers are uncovering promising data about the potential for these drugs to treat mental disorders such as depression, PTSD, and anxiety. With greater mainstream acceptance comes more pressure on government entities to decriminalize psychedelics and cannabis, both on state and federal levels.

The best time for psychedelic companies to capitalize on changing consumer sentiment is right now. Much of the emerging psychedelic industry is still in its infancy. When a substance is still considered illegal in much of the country, a stigma will obviously exist. The status of mushrooms and some psychedelics as Schedule 1 drugs also create major hurdles for companies when it comes to marketing. Changing the tide of both patient and political bias needs to happen now.

A strategic PR campaign can aid psychedelic companies in normalizing the conversation about psychedelics and help establish them as respected industry leaders. Changing the narrative on psychedelics doesn’t happen overnight. It takes a concerted effort to get the attention of policymakers and patients alike. PR professionals are uniquely positioned to help psychedelic companies leverage media coverage for a positive effect.

What is PR?

PR professionals specialize in helping companies get free media placement. Free media is media that does not require the company to pay for its distribution. Examples of this type of media include local news outlets, national news outlets, magazines, newspapers, and websites.

PR agencies tend to employ former journalists who have extensive contacts in the media industry. These professionals also know what it takes to pitch a story and what outlets are looking for in the source material.

What Can PR Do for Companies in the Psychedelic Industry?

The possibilities are almost limitless when it comes to what PR can do for the psychedelic industry. PR is a valuable tool in helping change the narrative about psychedelics. A PR agency can help a business craft a compelling and strategic messaged aimed at consumers or policymakers. The firm can then take that message to media sources for potential coverage. These outlets can distribute the story and help boost a company’s brand recognition within the psychedelic industry. Since this media coverage is not paid for, like commercials and ads, it also helps increase a company’s credibility.

Media coverage can also help shape future policies. It is essential to steer the conversation about psychedelics away from the negative and stigmatic image of drugs and towards more beneficial and informative coverage. Experienced PR agencies are experts at communicating. They understand crisis management and how to take potentially negative information and transform it into teaching moments. Although the conversation about marijuana and psychedelics is evolving, there is still work to be done when it comes to helping the industry shed problematic stereotypes.

It is also crucial to note that while change may seem slow to come, the needle is moving in a more accepting direction. It is easier to establish yourself as a reputable psychedelic company now and get in on the ground floor than it is to claw your way to the top of a crowded marketplace. Getting involved with a PR firm early gives you a head start when it comes to brand recognition, building credibility in the industry, and developing a loyal following and potential customer base. Your company can emerge as an industry leader just as other companies are attempting to jump on the bandwagon. Investing in PR today is investing in the future reputation of your business.

If these factors aren’t enough, consider what else a reputable PR firm can do for you:

  • Craft a brand story
  • Help establish you as a psychedelic industry leader
  • Generate visibility and brand recognition
  • Pitch stories that can help influence the public and policymakers
  • Help change the narrative surrounding psychedelic drugs
  • Target your key audience
  • Build brand loyalty
  • Build community relationships

Good public relations teams don’t sit back and wait for you to have news. They help strategize ways to make news. PR should not be passive. PR should be proactive in any market and help companies make their mark and shape the industry. A company’s needs for positive PR in the psychedelic industry are no different.

Whether you are a public or private psychedelic company, now is the time to start thinking about your image. With the help of an experienced PR team, you have the power to build your brand and mold the future of the psychedelic industry. The psychedelic business could quickly become the next big industry to experience hyper-growth. Getting started with PR early means you will have a strategic advantage over the competitors that wait to enter the market.

 That’s a question that many business owners and CMOs are asking themselves in today’s digital age. The answer, unfortunately, is not a simple one.

Before we talk about press releases, let’s take a step back and look at some basic PR knowledge and when and where press releases do work. 

Pros and Cons of Press Releases

On the one hand, press releases can be an incredibly valuable tool for getting your story out there and reaching a wider audience. They can help you build credibility with media outlets and create a positive image for your brand.

On the other hand, press releases can be quite expensive to produce and distribute, and they may not always be effective in reaching your target audience. 

Given the state of the press in today’s media-saturated environment, press releases do this: more people see them than they did years ago when people actually opened their mailboxes to find physical press releases with paper clips on them! Today’s press releases aren’t exclusive to journalists. In fact, most PR experts agree: press releases do little to gain earned coverage. Direct pitching an inside scoop is much more effective. 

But, press releases are still an effective way for organizations to disseminate news to journalists, media outlets, and bloggers in a format that is easily digestible by search engines. This allows for wider distribution of your message, which will eventually lead to backlinks and press mentions. However, if you’re looking for tangible ROI from press releases, you might be disappointed – press releases are not the silver bullet for marketing success.        

9 Reasons Why You Should Issue a Press Release

Whether or not to issue press releases is a decision that should be made on a case-by-case basis with your PR agency. If they recommend press releases, there may be a few reasons why: 

1) Well-written press releases are an effective part of an SEO strategy and improving search engine rankings. 

2) Press releases help to establish your company or organization as an authority in your field.

3) Issuing press releases can help you to build relationships with journalists and bloggers.

4) Press releases can enhance the all-important trust factor.

5) Press releases can be a way to spread the news about your company’s products and services during slow news periods.

6) Issuing press releases is a great way to stay connected to journalists and bloggers who might write or blog about you in the future.

7) Press releases can serve as “proof” that you are actively involved in your industry if someone were to call out of the blue for this reason.

8) Well-written press releases can establish thought leadership, which may help attract new clients down the road.

9) In today’s world, press releases can be powerful social media content tools — if they’re written well, quickly go through press mentions and social sharing.

A modern PR agency can help you determine whether press releases are the right tool for your organization and, if so, how to write them in a way that will garner the most attention. For more information on press releases and other aspects of effective PR, please contact us.

Cannabis PR is changing as fast as the cannabis industry is changing. Our 3 tips for cannabis brands to make news and engage journalists include incorporating larger consumer and cultural trends.

In order to secure earned media today, cannabis brands need to think competitively and creatively. In order to secure press coverage, tomorrow’s biggest cannabis brands need to think about larger cultural trends and what’s affecting society, the industry, and the media all at once. What’s more, out of chaos comes opportunity. Uncertainty makes consumers ask big personal questions – and this can be an opportune time to key into changing priorities. People questioning their priorities in light of the pandemic are a heterogeneous group, they don’t belong to any one demographic or generation.

[4 minute read]

Purpose vs. Activism in Cannabis

For consumers in a state of change, Accenture found that buying motivations have shifted. Trust & Reputation ranked over Ease and Convenience and product Origin. 66% said they now expect brands to take more responsibility in motivating them to live by their values and to make them feel more relevant in the world, according to the same Accenture report.

Cannabis has a long history with activism; it’s part of the culture. As the cannabis industry has grown, so have the causes. As a cannabis PR firm, we will never discourage our clients from activism or supporting causes.

If your customers are within the cannabis industry, you’re a B2B cannabis company, then there are some really interesting and important causes, including sobriety, equity, and racial justice to engage in to support the growth, maturity, and reputation of the cannabis industry. Some activist movements within cannabis have failed to catch fire outside the cannabis industry. While many of these initiatives are extremely worthy, few of them have caught on with the broader consumer base. And that’s OK because there are long-term advantages for the industry, but they may or may not be media-worthy.

However, if you’re looking to secure press with your brand activism, or you’re looking to engage your customer through purpose, then it’s time to think creatively about the campaigns. Look deeply at the activist causes you invest in, because consumers today expect brands to engage based on corporate values, which means the brand has to live it’s purpose, not just promote its purpose.

Cannabis consumers today are hardly a niche. Consumer cannabis brands need to think globally and be able to act consistently in order to activate on purpose. Consider these 3 tips to maximize earned media in 2022.

 

Products vs. Experience

A large post-pandemic trend continues to be consumers, particularly younger consumers, craving experiences over products. Cannabis brands should be looking at newsworthy activations that include experiences. While there are limitations for cannabis brands, this is a time to be creative in the ways you engage the press for launches and activations. Simply launching a cannabis product these days isn’t newsworthy. Attaching a celebrity is less newsworthy today than it was 2 years ago, especially as celebrities launch their own cannabis brands. In order for the press to pick up on it, there needs to be a newsworthy story.

Also, be thinking about what markets have the most journalists and editors. Creating an activation in Kansas might make local news in Kansas, but it’s unlikely to inspire NY or CA journalists. Another option is to do activations within other events, be they cannabis trade shows or cannabis-friendly consumer events or even outstanding activations around big events that get covered in the press. It’s really time to be creative.

 

Collab Outside of Cannabis

How can your brand collab with brands outside of cannabis?

There is still media appetite for interesting collabs. The recent Bic Lighters campaign with Snoop and Martha Stewart was a brilliant example of collaboration outside of cannabis. Extremely well thought out and ongoing, it’s successful because it’s cheeky, memorable, and creative. For most cannabis brands the collaboration could include an experience (like a fashion show) or they can include a purpose (environmental, for example), or they could include a special product.

The key to choosing collabs is to think way in advance and activate in a 360 way – don’t start thinking about a 420 collab in February. Major brands and outlets plan these kinds of activations way in advance, but thinking ahead will generate significant advantages.

 

2022 promises a great deal of exciting cannabis industry products and news, but in order to cut through the noise, cannabis brands need to think about what makes news, what engages journalists, and where they can make an impact on culture.