If you’re running a weed business, you probably already know about the importance of branding. Branding is all the work that goes into creating a brand identity, from visual elements like logos to the messages you share with your audience. It’s the core of your company — what sets it apart and makes it so memorable.
But branding is only one part of the equation. It’s just as important to consider public relations (PR). PR is how you amplify your brand, putting your message in front of the right people and getting them invested in your products.
Now that we’ve covered the meaning of brand PR, let’s explore the top three tips you need to know about brand PR for small businesses in the cannabis industry.
1. Build Trust With Your Community
In today’s oversaturated marketing world, people are starting to turn their backs on traditional ads: 44% of people say they ignore marketing mail completely, and another 86% say they skip or ignore TV adverts. Even in the online space, 40% of U.S. users use an ad blocker.
That means you have to get more creative — and personal — with your marketing to make an impact. The best path to PR success for cannabis companies is community engagement.
There are a number of ways to build trust with the community you serve. Provide people with quality content, including high-value cannabis education and information to help them elevate their weed experiences. Or meet them where they’re at by speaking at local events and conferences, starting partnerships with local influencers or businesses, and engaging with your audience on social media.
2. Focus on the Story
To get exposure through cannabis PR, you need a story. If the end goal is to have local journalists write articles about your business or to have cannabis-related media amplify your content, you have to give them something newsworthy.
Just owning a cannabis dispensary isn’t a story. But what if you were the first minority-owned weed business in your county? Or your messaging has a focus on mental health education and awareness? Or you’re working with a local food bank to support the community?
Every business has a story to tell, big or small. Whatever your story is, think about how you can tell it.
3. Be Digitally Savvy
An important part of cannabis PR is guiding your brand’s online presence — and its reputation. The best way to manage your own reputation is by putting out tons of content yourself, whether on your blog or social media. Connecting with your audience online is one of the best ways to spark a broader dialogue and spread the word about your brand.
A strong social media presence can also be the gateway to other PR opportunities, like affiliate networking, influencer partnerships, and sponsored posts.
Taking Cannabis PR to the Next Level
Even if you’re just starting out, a PR strategy should be part of your playbook from the very beginning. The kinds of branding and PR efforts you make now can set a foundation for the growth of your business.
Building your own cannabis business from the ground up is already hard enough — so why not let the professionals take care of your PR strategy? When you partner with HIGHOPES, we take a strategic approach to cannabis branding and PR to build a sustainable and long-lasting brand. Learn more about what we do or contact us today to get started.
