Brands that enter the cannabis industry face unique challenges. The legalization of recreational and medical marijuana in many states has created a boom in the industry, but without a set of public relations best practices, cannabis brands can flounder. Public relations plays an integral role in the success of a cannabis business, so it’s important to make sure that the PR strategy is on point. At Aspen- and Fort Lauderdale-based public relations and marketing agency Durée & Company, we have an extensive cannabis practice, counseling our clients not only on marketing and public relations, but also on best practices within the space.
Here, we’re sharing our top tips on how to implement public relations and marketing into a cannabis brand’s strategy. With these 3 PR strategies in place, cannabis brands are better positioned for getting more business and building relationships with potential customers.
1. Focus on Education Rather Than Activism
Don’t just tell people how great cannabis can be—show them! Tell them about its history as a medicine and how it has been used by many different cultures worldwide for thousands of years. Show them how safe it is and how much research has been done to back up those claims. Show them how many different ways there are to use cannabis—from smoking to vaping to cooking with it—and explain why each method has its benefits and drawbacks. Incorporating education across all communication channels ensures that the messaging is hitting customers and influencing their purchasing decisions.
2. Build Trust with the Community Served
When you’re building a cannabis brand, one of the most important things you can do is build trust with the community the brand serves.
How is this done? Durée & Company provides many ways to build trust and credibility with an audience. One of the best ways is consistently providing them with quality information. Whether it’s content development, special events, branding, radio promotions, affiliate marketing, or something else, there are opportunities to weave quality information across a number of channels through content that attracts attention and achieves goals.
Another great way to build trust with an audience is by speaking at local events and conferences. This allows face-to-face communication with potential customers that helps them understand what makes a brand special. It also allows them to ask questions about what drives a brand’s passion for this industry.
And finally, another great way to build trust is by working hard on social media! Social media platforms like Twitter and Instagram are great tools for sharing information about a product or service with everyone who follows those accounts. These platforms can be used to communicate directly with customers without having any barriers between a brand and those who need help from time to time.
3. Focus on Content and Storytelling
Many people are still unfamiliar with the cannabis industry and its products, so it’s important to get the message out there in a way that is easily understood. The best way to do this is through content and storytelling.
Content can include anything from blog posts, news articles, social media posts, videos, and infographics. When creating content, think about how it will help people understand what a cannabis company does and why they should care.
Stories are another great way to get a message out there. They can be told in many different ways: written stories on websites or blogs, videos; audio recordings; or even physical objects like t-shirts or mugs! These stories can be about anything, from how the business started or why the brand’s founders decided to pursue a career in cannabis instead of something else entirely.
It is vital for any cannabis company to think carefully about its public relations strategy before undertaking a public relations campaign. While publicity can be helpful, identifying the target audiences and solidifying the key messaging is crucial. Be willing to recognize changes in consumer tastes and opinions as truth and acceptance of cannabis spreads. Even though views on the values of a company’s product may not change, how it’s marketed will likely require frequent changes along with the changing times.
To leverage the best public relations strategies in the cannabis industry, visit our Durée & Company dedicated cannabis website. We will tell your individual story effectively and efficiently and help build strategic and lasting partnerships. Contact us today to get started.
About Durée & Company
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in business, fashion, hospitality, travel, health and wellness, cannabis and hemp, psychedelics, technology and cryptocurrency, marine and yacht, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.