Tag Archive for: PR success

What’s the Difference Between Public Relations & Communications?

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What is the difference between public relations and communication? PR and communications are so intertwined that distinguishing between the two may seem like splitting a hair. Public relations always involve communications, but communications does not always involve public relations. For example, advertising is communication, but it is not a form of public relations. The term “communications” encompasses a variety of positions, skill sets, and ways to promote a company’s message, both internally and externally. More than ever, there are many similarities between public relations and strategic communications. Both require skill in delivering the desired message to customers, media, and stakeholders using the best communications techniques for their audiences and their organization’s goals, such as written word, video, graphics, and photography. The communication tools you use, including PR, depend on what you are trying to accomplish.

We Always Communicate, Intentionally or Not

People who go into a communications career often have a knack for conveying ideas through writing, speaking, or graphic design. Both verbal and non-verbal communications provide the foundation for specific communications professions, such as journalism, advertising, marketing, public speaking, graphic design, public affairs, advocacy, videography, website design, social media specialist, and public relations. Professional communicators can articulate the implications of a particular message – will they will perceive it as trustworthy? Will it be memorable?

When is Communications “Strategic?”

“Strategic communications” is knowing when to use a specific communications vehicle, method, or discipline – such as advertising or social media – to accomplish an organization’s goals, campaign, or movement. In other words, strategic communications is considered the intermingling of public relations with marketing, and at times,  advertising as well. Used strategically and holistically, there may be very little difference between public relations and communication.

For example, if you are running for public office, your goal is to get elected. Your strategic communications planning may include a lot of grassroots advocacy work, which puts you into neighborhoods, knocking on doors, speaking at public school events, or holding neighborhood rallies. You may also use paid advertising to ensure your specific message gets out to the potential voters at specific times of the day or in specific places, like the billboards of key neighborhoods or on certain social media platforms. And you almost certainly have a media relations component.

A business that is launching new product,  may also use advertising to promote the benefits of its product or draw comparisons between its product and the competition. Some marketing tactics include holding special events with the public, inviting them to try your product for free, or offering discounts.

Both examples may want to try to get unpaid or “earned” media attention through a journalist that covers voting activities or your company’s product. This is called media relations and goes hand-in-hand with public relations.

PR: The Definition is in the Name

A public relations professional works to develop, foster, and maintain positive relationships with the public or other identified stakeholders which can include the shareholders, policy creators, customers, and even employees.

A PR professional uses several communications tools in their relationship building, particularly writing. Most PR professionals will write press releases for news media, give presentations or press briefings, or write for company executives. They exercise persuasion and work to present their organization in the best possible light—and they do it by “earning” publicity and public goodwill versus paying for it, as advertising professionals do. They also try to limit or mitigate any negative information or crises.

While public relations may be persuasive, the best PR professionals understand that being truthful is the cornerstone of PR. In the early 1900s, a man named Ivy Lee considered the founder of modern public relations, argued that the public deserved honest and accurate information versus simply persuading an audience.

The profession took another turn when Edward Bernays, a member of President Woodrow Wilson’s Committee on Public Information, advocated that PR professionals use psychological precepts that target emotions to elicit the desired responses from an audience. (This makes sense when you realize that Bernays was Sigmund Freud’s nephew.)

A glaring example of Bernays’ philosophy in action—and genius in tying it to a current event—was his success in tapping into women’s emotions amid the suffrage movement by declaring that cigarettes were the enlightened woman’s “torches of freedom.” By smoking in public, women were declaring themselves equal to men.

The shift toward true relationship building as a tenet of public relations occurred during the 1950s and 60s, as the public began to protest corporate power in America. Organizations began to see the importance of building relationships with their audiences and promoting two-way communications, which is still the touchstone of today’s PR profession.

PR’s Evolution

Some people still consider PR as “propaganda.” Bernays himself wrote a book simply titled “Propaganda.” His long-tenured influence on public relations undoubtedly had a great deal to do with other derogatory adjectives commonly associated with PR, like “slick” or “hype.”

PR’s early inroads into America created a catalyst for change. In 1948, the Public Relations Society of America (PRSA) was formed. Soon after, the organization developed an ethics code and voluntary accreditation for PR practitioners. Professional PR professionals take professional ethics seriously because PR is a powerful tool that is an investment in your company.

The Bottom Line

History teaches us that as society changes, public relations—and all communications – also change. The difference between public relations and communications waxes and wanes depending on the public’s trust of particular message delivery mechanisms. The rise of social media demanded that PR professionals build their communications proficiencies. Print newspapers and magazines declined significantly, highlighting the need for digital communications. These changes, along with other media and audience consumption, have blurred the lines between PR and multiple communications competencies. Americans’ trust in the news media continues to decline, making earned media less of a PR weapon than it once was.

 

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Do Emerging Markets Have Special PR Needs?

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There is a range of emerging industries in the global marketplace, from AI,  psychedelics, drones and UAVs to cryptocurrency and cleantech. Many people discuss how a new concept, technology, or product can affect everyday life. Although there’s potential for some emerging industries to become successful, multiple barriers could affect profitability, that’s why emerging markets have special PR needs.

Informing the public of a new product or idea requires proper planning. Using the correct public relations (PR) strategy is also necessary. Most people don’t know about new products in the early development stages. That’s why PR can be a valuable tool in getting the word out to the masses.

Here at Avaans Media, we’re experienced at putting PR to work for our clients. We can help you get your product known by your target consumers and create strategies to help you grow your brand. Contact us today so we can discuss how we can help in your specific situation.

 

Emerging Industries Significantly Depend on Education

 

Cell phones, electric cars, social media, and other once-seemingly impossible inventions are now commonly used products. Accepting a new idea isn’t something that happens immediately. Companies in an emerging industry must educate consumers and get them excited about a product that can improve their lives.

A brand’s success depends on consumers’ understanding and adopting a new trend. Companies must inform customers about the positive impact of the product to influence purchasing decisions. Additionally, a new industry researches who its audience might be and using strategic and targeted communication to connect with them.

 

Benefits of Public Relations for Emerging Markets

 

Public relations is an effective stepping stone to earned media and third-party endorsements. PR can provide an unbiased opinion from media sources the public trusts if used correctly.

An experienced and knowledgeable PR professional knows how to perform tasks necessary to a company working with an emerging market, such as:

  • Providing the media with accurate and unbiased information
  • Developing key messaging for the brand
  • Getting the message out to early adopters, resulting in a trickle-down effect to the consumer
  • Leveraging opportunities for experts to speak about the industry
  • Strategizing the appropriate communication channels for the product or idea

 

Emerging Markets PR Has No Limits

 

Many people think PR is only about writing press releases to inform consumers about products. However, public relations involves open discussions, strategic planning, channels for brands to discuss their expertise, and high engagement. It includes editorial opportunities, serving on panels and conferences, producing thought leadership and bylined articles, and building trusted media relationships.

These PR strategies are affordable. Unlike advertising, which can become a significant expense, the cost of PR is minimal. Additionally, there aren’t as many restrictions in public relations. When you have an interesting story to tell with a third-party endorsing your product or idea, it can influence consumer behavior.

 

Relevance of Public Relations for Emerging Industries

 

Companies with an emerging market need PR more than ever. Having a partner deliver your message so consumers know about the product is vital. Remaining competitive requires standing out in the crowd. If no one believes your product or idea is better than someone else’s, consumers might go to your competitor.

Investing in public relations is worth it to achieve your professional goals. You want the masses to know who you are and what you do. Without the right platform to inform consumers of your brand, you likely won’t make a profit or become successful within your industry.

 

Creating Your Public Relations Strategy in an Emerging Market

 

Influencing the behavior and attitude of others is a crucial part of public relations. If you’re in an emerging market, you must develop the correct PR strategy to accomplish your objectives and goals. Below are the steps you should follow while creating a public relations plan for your product.

 

Outline Your Goals

Your plan should begin with goals for your PR efforts. When entering a competitive market against companies with an already-established brand, you must determine what you want to accomplish.

 

Whether you want to become a major player or live harmoniously with your competitors within the same industry, what you set out to do should be reflected in these goals. Write down everything you want to accomplish with your new product, service, or idea. You can outline your overall goal and include smaller accomplishments you want to achieve along the way.

Research the Market

 

Becoming successful in an emerging market means performing extensive research. You must learn everything there is to learn about the market. Your research should include gaining knowledge about media narratives, relevant trends, and audience opinions.

While performing your research, you should also review communications regarding your brand on multiple platforms and channels. Look at your website and determine whether your audience can navigate it easily or might have trouble learning about your product. Analyze metrics for your social media platforms and how much engagement they get.

 

Learn About Your Target Audience

A PR strategy isn’t useful unless you get to know the audience you’re targeting. You should consider demographics, interests, lifestyle, and other vital factors. If you don’t put your product in front of the consumers most likely to purchase it, your brand won’t grow.

 

Getting to know your audience also requires understanding how they perceive your brand. Since you’re in an emerging market, you can’t rely on previous performance and sales. You should analyze data, monitor the media, and ask your target audience their opinions.

Set a Timeline

Emerging markets include various products, services, ideas, and brands vying for attention. You could fall behind your competitors if you don’t move through your timeline efficiently. Although you should handle your PR strategy correctly, you don’t want to enter the market after everyone else.

 

List every objective involved in your PR plan and choose a realistic deadline to meet each one. Ensure your objectives are attainable and specific. Broad goals can waste your time and might not even accomplish your aims.

Choose Tactics for Your PR Needs

You have an endless number of PR tactics to choose from as a new business in an emerging market, from social media posts and press releases to events and conferences. However, if a tactic you use doesn’t portray your brand correctly or achieve your goals, you should devote your resources to something else.

Below are the most common public relations tactics companies use in emerging markets:

 

  • Press releases – It might seem old school, but press releases are highly effective. A press release is a reliable communication tool that gets the word out about any topic you choose. You can use a press release to inform the public of your product, an event you’re hosting, and various other information.
  • Influencer marketing – Your PR plan might benefit from including a social media influencer. Influencers offer their opinions of products and direct the public on whether to buy them. If an influencer’s followers are part of your target audience, you can use their platform to promote your brand.
  • Media outreach – The media has a significant influence on consumer behavior. You should understand how and who to pitch your idea to. Stay in touch with key media outlets and nurture already existing relationships. It’s also a good idea to consider their schedules, so you can discuss your product or service at the most opportune time.
  • Conferences and Tradeshows – Conferences and tradeshows are excellent tent poles around which to build PR campaigns. Utilizing conferences to create publicity stunts, sampling, and product demonstrations is key for emerging industries like drones, AI, cannabis.

 

Contact Us

Avaans Media has extensive experience managing strategic PR campaigns for businesses in emerging markets. We know how to create effective public relations strategies to help our clients establish brand trust, build and maintain reputations, and grow their businesses.

If you’re interested in discussing how our PR professionals can meet your PR needs in an emerging market, do not hesitate to call us.

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Are Press Releases Effective?

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 Is a press release an effective investment? That’s a question that many business owners and marketing professionals are asking themselves in today’s digital age. The answer, unfortunately, is not a simple one.

If you’ve already done your press release research, then you know it’s expensive for good press release distribution and it’s time to focus on press releases. However, before we talk about press releases, let’s take a step back and look at some basic PR knowledge.

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! In other words: 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.        

Whether to issue press releases is a decision made on a case-by-case basis with your PR agency. If they recommend press releases, there are a few reasons:

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 to garner the most attention. We’re a top-rated Los Angeles PR firm with a distributed team in major media centers. For more information on press releases and other aspects of effective PR, please contact us.

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Why is PR Worth It?

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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.

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Why Should Psychedelic Companies Invest in PR Now?

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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.

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3 Tips for Cannabis Brands to Make News in 2022

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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.

 

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