Tag Archive for: cannabis news

Cannabis CEOs have challenging jobs. You’re in the fast-moving cannabis business, so you’re also in the business of understanding trends and our industry. For that reason, we put together a shortlist of our favorite cannabis Twitter accounts, tailored for the time-constrained cannabis CEO and C-suite.

Twitter is an extremely useful listening tool, so we’ve curated the list intentionally for listening and we did throw in a few personal favorites as well because even cannabis CEOs need a breather now and then.  But overall, the list we’ve put together is highly curated and designed to give you what you need at the moment without overwhelming executives with chatter and nonsense. Hey, we love the nonsense too, but the point of a Twitter list is to create a curated experience and that’s what we’ve done.

We love Twitter because it’s such a great place to glean insights. We’ve already written about how we utilize Twitter for media relations. While we certainly use Twitter to engage our entire community, we do much more listening on Twitter than we do posting – and that’s intentional. With that perspective in mind, when we developed this Twitter List for cannabis CEOs, we thought about the Twitter uses who stay on topic, talk business, and keep chaos to a minimum. At it’s best, Twitter is a feed of quick snippets of insight, and we think these Twitter feeds embody that perspective.

Make things easy on yourself by subscribing to our Twitter list. In no particular order, here are our inclusions for 2020. 

 

Cannabis Journalists & News Twitter Accounts


Jeremy Berke @jberke

One of the first national business writers to cover the cannabis space from Business Insider, Jeremy’s feed is straightforward and no bull. From his Twitter profile, you can also subscribe to his weekly email newsletter which is a must-read of the week’s news.

Alan Brochstein, CFO @invest420
If industry analysis is what you crave, Alan Brochstein and his site, New Cannabis Ventures are on it. As the industry has changed, so has NCV. Today the NCV focuses mostly on cannabis’ publically traded businesses. But since so many of the industry cues and trends start there, it’s a great feed to watch. Alan’s distinct mix of business trends and insights are unbeatable. From his Twitter, you can also subscribe to his weekly newsletter, which is filled with investor insight and cannabis industry predictions. 

David George-Cosh @itsdgc
David primarily covers Canada’s legal cannabis market, which means he covers some of the world’s largest publically traded cannabis companies. Hailing from the Wall Street Journal, David gets to the heart of the matter with pertinent business issues from unionization to M&A.

AxisWire @axiswire
AxisWire is a newswire dedicated to the cannabis industry. It’s an easy to digest spot to catch up on the industry, by zeroing in on the latest press releases, from product announcements to industry events, it’s a good at-a-glance feed. 

WeedWeek @Weedweeknews
Hosted by Alex Halperin, a long-time cannabis journalist and Donny Alexander of public radio and ESPN, these two have a knack for being early adopters to industry trends, with a keen eye on what it means to consumers. Cannabis CEO and C-Suite executives will enjoy the thoughtful, no-drama approach of Halperin and Alexander while benefitting from their insightful guests. 

Cannabis Business & Thought Leader Twitter Accounts

By sparking your imagination, but these accounts are must-follows for cannabis industry CEOs for their broad perspectives on the overall health of the industry.

 

Andrew DeAngelo @Andrew_DeAngelo
Andrew might not be as well known as his brother, Steve, but these days he’s coming out from behind his operational role at the pioneering Oakland-based dispensary, Harborside, and sharing his opinions with his distinct rebellious flourish. Andrew’s thought-provoking perspective is cannabis industry-focused, with an emphasis on California and its regulatory environment. 

Emily Paxhia @empax1
As a woman in the VC world, Emily is already a notable follow, but as a cannabis VC, watching Emily’s tweets is interesting insight into the headspace of a cannabis VC. As co-founder of Poseidon Asset Management, Emily has been an active investor since 2014. Poseidon has invested in Pax, Juul and Canopy Growth. On Twitter, she’s a positive advocate for the industry, while maintaining a 360-degree view on the cannabis industry’s trends and future, including international expansion and legalization. 

Vangst @vangsttalent 
It’s always interesting to see who is hiring for what. Great CEOs can read between the lines when they see their competitors hiring – or not. Take a gander at the jobs posted and you’ll see a list of who’s growing and who isn’t. 

Cannabis Advocacy & Industry Twitter Accounts

We’ve come a long way, but we’re not finished. Both THC and CBD leaders should keep a close on the announcements from these accounts.

 

Norml @norml
From research to legislative initiatives, NORML is the OG of cannabis advocacy and consumer accessibility.  NORML’s Twitter feed is highly curated and includes information from state chapters too. A quick glance will get you immediately up to speed on today’s THC-related news. 

US Hemp Roundtable @HempRoundtable
The US Hemp Roundtable was formed to take a proactive role in hemp normalization and legislation. Many in the hemp industry credit the 2018 Farm Act to the US Hemp Roundtable. If you’re in the business of CBD or hemp, you’ve got to keep your eye on these tweets. 

National Cannabis Industry Association @NCIAorg 
As a cannabis industry representative at the federal legislative level, NCIA has a national presence and state chapters. The feed is filled with legislative updates affecting cannabis business owners as well as events, podcasts and blog posts written by the industry’s leading thought leaders.

Minority Cannabis @MinCannBusAssoc
If you’re looking for an inclusive perspective, and eh-em, you should be, then look no further than Minority Cannabis who share their perspectives and the latest diversity and inclusion news specific to the cannabis industry. As this movement continues within cannabis, this Twitter feed provides considerations and insights CEOs find helpful when developing diversity and inclusion policies and procedures. 

 

For most CPG brands, it’s not a matter of IF there will be a PR crisis, it’s a matter of when, particularly if you’re in an emerging industry where the regulations are ever-changing, the research is emerging, and the deals are getting bigger. This is a perfect storm for a public relations crisis.

Most of the time CPG companies come to us because they want to share their story, appear in the press, create noteworthy and press-worthy activations and add value to their brand, all perfectly delightful reasons to hire a PR firm. It’s the fun side of PR work.


Why Plan for a PR Crisis When One Hasn’t Happened? 

According to Plos|One research, true rumors are confirmed within around 2 hours, but it takes over 14 hours for the average false rumor to be debunked. 


But the fact is, some of the most important work a PR firm can do for you is crisis planning. We recently had an entrepreneur refuse crisis planning because they “didn’t want to even think about it.” That was a major red flag for us because it’s an outright refusal to protect the brand and create a plan in which we can perform our best services in the case of a crisis; we decided the potential client wasn’t a good fit team Avaans PR and opted not to pursue the relationship. PR crisis planning is not sexy. It’s not fun. But it is important to your brand’s value and most importantly, it will help you sleep at night.

The time to manage a crisis is BEFORE it happens, you can’t expect your team to be prepared in a moment of panic. At the bare minimum, cannabis brands should put together a PR crisis plan. Exact strategies for your plan and the triggers to implement may vary, but in the world of rapid-fire news, cancel culture, and social media, having a plan is the most important step.

Step 1: IDENTIFY YOUR PR CRISIS TEAM

Depending on your brand, your cannabis PR crisis team may at the very least include:

  • Chief Executive Officer
  • Chief Marketing or Communications Officer
  • Brand Spokesperson
  • Public Relations Agency and Investor Relations Agency

Depending on the nature of the crisis

  • Law Firm
  • Human Relations
  • Product Formulation
  • Social Media Specialist
  • Customer Service

If that list seems long, that indicates how complicated a PR crisis can be. Not all  these people will be part of every single crisis. But it’s important for every one of these people to understand their role and stick to their role during a crisis. Each of these people represents different points of contact for various stakeholders. They should also have a seat at the table during the second step.

STEP 2: IDENTIFY POTENTIAL CANNABIS PR CRISIS COMMUNICATION SCENARIOS

Some CPG PR crisis scenarios are unique to CPG, others are not. But your key crisis team members need to be involved with the identification of crisis from the start. An important thing to remember is that a crisis can happen just because someone said it did, not because it ACTUALLY happened. We see this happen on social media frequently. For example, if someone accuses your company of fraud and makes the lawsuit public, whether you committed the alleged acts might be irrelevant; if the information is in the press, you may still need to defend yourself against it.  Another unforeseen example of this is the Tide Pod Challenge. When thousands of social media posts started popping up encouraging young people to eat Tide Pods, even though Tide has nothing to do with the challenge, Tide had to respond both in the immediate and long term, and researchers said the entire incident may have helped their brand image because their response was so swift and extensive. 

On the other hand, you should also determine what the trigger points are for responding to a crisis. Some crises’ need an immediate response from a company, some are better left communicated to a small audience and in other cases, in this fast-moving media world, it might be best not to execute a response at all. There is no “one size fits all,” for your response. The old adage of “get out in front of it,” still applies, in specific circumstances, but other situations require a more nuanced strategy.

A crisis that include consideration might be:

  • Injury to staff or public as a result of your product, processes, or location
  • A quality control issue, defect, or product recall
  • A natural diaster that effects your business, such as an earthquake, hurricane or flood
  • Legal action or public claims about an employee, client or customer
  • Emerging research or regulatory investigations that affect your product, your clients or the industry
  • Executive Leadership change

STEP 3: IDENTIFY STAKEHOLDERS AND AUDIENCES

Each CPG PR crisis may have multiple stakeholders who should be notified of a situation; in most cases, there will be multiple stakeholders. Your responses to each audience should be consistent but may vary in technicality, point of view, or details.

  • Employees
  • Customers
  • Dispensaries
  • Partners
  • Investors
  • Government Regulators
  • Industry Media
  • National Media
  • Local Media

STEP 4: DETERMINE COMMUNICATION FORMATS

Again, strategies will vary depending on the PR crisis, but you should determine in advance HOW you will communicate your message. For example, will you address to the media or will you issue a press release? Will you comment on social media or will you make a video? Is this a matter that needs to be released to investors and if so, what is the timeline? Press conferences are rare in the CPG industry, but there may be a circumstance where this would be an effective tool.

STEP 5: IDENTIFY WHERE IMPORTANT INFORMATION IS HELD

Your key crisis communication team should have access to important contact information for each other, including emergency contacts and follow-up contacts. Your PR firm should have at the ready multiple pieces of information which will be needed in the case of a crisis. Having information on hand can sometimes be the difference between undesirable media coverage and squashing the coverage altogether.

LISTEN UP: THE ONGOING STEP

In the day-to-day of running a CPG brand, it’s easy to miss the signals. Be sure someone from your PR team is keeping an eye on industry trends and evaluating how they might impact your overall reputation and any crisis plans in place.  Having your finger on the pulse of these waves can help you navigate changing consumer, political, and investor perceptions more adeptly. From social media listing to media monitoring, when it comes time to decide about response triggers, you’ll have more insight into what kind of response will be well received.

There’s no single solution to CPG PR crisis planning. Your plan will be distinctive to your company culture, values, leadership, and risks. But should a crisis hit, you’ll be grateful for the plan that gives you a path for decision making.

How should companies prepare for cannabis PR in 2020 with an ever-changing media landscape? While the cannabis industry shows no sign of slowing down, the media landscape has seen some dramatic changes in the last year, and that affects even the cannabis industry.

According to Business Insider, 3,200 people in media have lost their jobs so far in 2019. Buzzfeed, Entreprenuer, CNN, and Vice are among the notable media brands who cover cannabis who have also laid off talented journalists. These layoffs are a gut punch to our journalist colleagues, but they also impact the ability for these outlets to cover longer features, which makes it a gut punch to our clients as well. Cannabis PR continues to be an important part of becoming an industry leader, but this pressure on media in general is surely felt within cannabis.

Layoffs aren’t the only challenge PR-seekers will face in the next year. PR in 2020 will be affected by the election. We’re already seeing writer and editor reassignments to cover the race. Brands will be faced with either jumping on the news cycle or defining the news cycle; the answer to that question will be unique to each brand. Breaking news will likely happen weekly in the later half of 2020, that means anything not immediately time sensitive from a truly newsworthy perspective will need a longer lead time and take longer to publish.

Longer Timelines

Journalists and editors are a resourceful bunch and undoubtably, we’ll see some great talent eye the cannabis industry as an opportunity. Numerous outlets are adding cannabis editors and writers, but those writers will be fighting for space and attention because of the news cycle, effecting PR in 2020. Also, for national outlets, the cannabis desk won’t be terribly deep, so if that writer is out sick or there is breaking industry news, there won’t likely be much depth to the cannabis desk to cover additional stories.

Where just 5 years ago, cannabis publications were themselves considered niche, we now have cannabis publications who target very specific and engaged audiences like Broccoli does for women and Double Blind is for psychedelics. Both these gorgeous publications are print forward but do not issue on a monthly basis. Expect to see more super niche publications make their way to our PR in 2020.

Breaking national news will also impact feature pieces and your breaking news. Before you announce something, take a deep look at what’s happening in the industry so you can plan accordingly. Of course, sometimes news needs to break, investor announcements for example. In this case, there are strategies to employ to ensure you’re announcement gets the attention it deserves. It may require a shift in strategy, but Primo PR can guide you through that process.

This means PR planning and collaboration takes a longer lead time, especially feature pieces. Make sure your PR takes into account these timelines and shift your strategies to accomodate these longer timelines and niche publications.

Publications are changing – so is PR.

Freelancers!

Keeping up with the ever changing media landscape means writers and editors are changing careers or writing for multiple publications. Freelancer journalists can be an outstanding resources and great partners in cannabis PR, but keep in mind, they are looking for stories that will get them paid, thier job isn’t to be your marketing coordinator.

Don’t expect a freelancer to spend hours gathering data you should have on hand, make it easy for them to include media (photos, graphics, video) in their stories. If you’re unsure of what kind of content suits you, or what you’ll need, that’s the perfect opportunity to use the perspective of public relations, since we understand what the media is looking for when creating stories.

We’re consistently working with our clients to ensure they have the most media-friendly content available BEFORE we pitch a story. Have some empathy for freelancers who are often working to publish 5-10 pieces a week. We’re consistently working with freelancers, but we also work exceptionally hard to make their jobs easier, knowing they they are hustling for every word they write.

When you do get press, follow our effective media relations strategy to boost effectiveness for everyone. And don’t forget to tag the journalist, they’ll appreciate it.

Have some empathy for our freelance colleagues covering cannabis.

Integrate With Your PR

You can maximize PR by having your agencies collaborate on activations and integrations. Make your paid, earned, shared and owned media work together. Events, advertisements and even your website can often turn into PR opportunities, but only if PR has a seat at your planning table. Keep PR part of your strategic planning and maximize your spends. We’re cannabis PR experts- we often see opportunities that can make your investments work double time.

On a daily basis, we may be collaborating with a client’s branding agency, their media buying agency, and social influencers. Over and again, we find collaborating with agencies creates a better branding experience for our client and better press opportunities for them as well.

This goes for SEO as well. Public relations can have a huge impact on SEO from custom content to news releases, we’re always keeping an eye on trending searches so we can help publications AND our clients maximize eyeballs.

Editorial and Advertising Together

It used to be that it was verboten for editorial and advertising to collaborate. But publications today are finding new and creative ways to help boost their bottom line. Given the media landscape, it’s not surprising. Sponsored content, when well written and editorialized, can be an extremely effective tool for cannabis PR. The key to sponsored content is to think like a journalist and deliver a story rather an a marketing brochure.

Some brands are even taking a page out of MedMen’s strategy and like Ember, creating lifestyle publications for themselves. There are multiple ways to implement this strategy; some publications will, for a fee, run part of or the entire publication on your behalf. Content doesn’t have to be generated in-house, journalists and PR writers can help keep the content on par and on edge, while delivering value to both the brand and the reader. Owned publications are also an outstanding way to add extra value to your business partners while creating an effective newsroom for your brand.

Navigating These Changes

Team Primo PR is ready for these changes and anything else that comes our way. One of our key values is remaining nimble, because dynamic landscapes demand it – that’s our job. We’re already planning on doubling down with strategy and distinctive stories that will set our clients apart in the news, even with all these changes. We’re working directly with journalists on pieces that are slated for publish at the end of the year – RIGHT NOW. As you look forward to your 2020 plans, keep the dynamic nature of industry and the national news in your planning process. It’s not too early to start strategizing for 2020’s PR changes because one thing is for certain: change.

Resources Mentioned In This Post:

Business Insider: Media Lay Offs
Broccoli Magazine
Double Blind Magazine

Tag Archive for: cannabis news

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