You may be at the beginning of your search, or you may have narrowed down your choices, but wherever you are in your cannabis PR firm search, you should know that the top cannabis PR firms should all have these skills. Notice these skills may differ from PR services and that’s because what separates an outstanding PR firm from the average PR firm is the ability to understand how social, cultural, and business changes will affect their clients. We’re providing you with 3 questions to ask your top cannabis PR firms to help you differentiate them from one another.
We’re living in dynamic times. Top cannabis PR firms can understand your company, its goals, and how media shifts will change your reputation and media outreach strategies. That’s right, outstanding PR means you have a team who has their pulse on the big picture – they know when to raise the red flag and when to take a breath and let the moment pass. Emotional intelligence also means your PR team continues to learn from itself. You’ll find emotionally intelligent teams hold themselves accountable, they are solution-oriented, and they are easy to collaborate with. Emotional intelligence isn’t necessarily a feature of maturity, but the two do often go hand in hand. Be sure you meet your team and understand who you will be working with before you sign on the bottom line. To get a sense of your PR team’s emotional intelligence, ask your top cannabis PR firm: what advice would they give you at the beginning of the COVID pandemic?
Digitally Forward Perspective
Social media has been a sub-section of PR for a decade, and yet, many PR professionals don’t consider social media part of the PR landscape. Ask yourself why you’d want a PR agency that doesn’t concern itself with your most visible and accessible communication channel? No doubt about it – social media is an important player in your cannabis company’s reputation. You may not choose to have your PR DO your social media, but a top cannabis PR firm should absolutely provide guidance and oversight. This is also true for choosing influencers. Ask your cannabis PR firm for their perspective on cannabis influencers. It will tell you something about how they approach your media strategy. Ask your top cannabis PR firm: what’s your perspective on social media for my cannabis company?
Cannabis PR Specialty or Specialization?
The cannabis industry, though still an emerging industry, is past its most nascent stages. Cannabis PR firms that only work in cannabis have advantages and disadvantages. The advantage is extreme specialization; the disadvantage is their perspectives might be myopic. Ask yourself which is more important for your business objectives? You want a top cannabis PR firm that can provide content and insights into the industry, but is it also important that your strategy reflects audiences that aren’t specific to the cannabis industry? For example, if you’re looking to attract an untapped market of cannabis customers, then having a cannabis PR agency that has a broad perspective on consumer PR might be helpful. If you’re a cannabis B2B company, then you may want a PR agency that’s able to cross over into national media outlets, besides cannabis-focused publications for your cannabis business stories. A top cannabis PR firm should be able to review with you how your competitors are doing in the media and recommend some strategies to position your company based on your stated cannabis business goals. Ask your top cannabis PR agency: what advice do they have for a company at your stage of growth?
Since 2015, Avaans is one of the top cannabis PR firms (previously Primo PR). We’re based in Los Angeles and we work with emerging industries like cannabis. If you’d like to ask US these questions, please reach out.