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Cannabis PR in the Age of Rescheduling: Media Relations and Crisis Management Insights

by | Jul 17, 2024 | Uncategorized | 0 comments

Cannabis Marketer Anything” series, focusing on media relations and crisis PR in the context of potential cannabis rescheduling. Tatiyana Brooks, PR Director of Emerging Markets, and Doyle Albee, President and CEO of Comprise brought their extensive experience to the table, offering valuable perspectives on navigating these changes.

Tatiana Brooks, with her background in executing impactful PR strategies for cannabis and emerging markets, provided insights on crafting effective messaging and building media relationships. Doyle Albee, drawing from his experience in the malt beverage industry during the 1980s as an executive at Coors, offered a unique perspective on the parallels between the challenges faced by the alcohol industry then and the cannabis industry now.

 

The Impact of Rescheduling on Cannabis PR

Brooks emphasized the importance of preparing for mixed messages following rescheduling. She noted that while the industry will likely see increased funding for marketing efforts, it must also be ready to address concerns from skeptics and opponents. Brooks stressed the need to focus on substantive messaging rather than promotional content, particularly in addressing potential unsubstantiated claims against cannabis.

The anticipated rescheduling brings both opportunities and challenges for cannabis PR. With increased funding, companies will have more resources to invest in marketing and communication strategies. However, this also means a heightened need for responsible messaging that addresses public concerns and educates consumers about the implications of rescheduling. PR professionals will need to balance promoting their brands with addressing broader industry issues and misconceptions.

Albee drew parallels between the current situation in cannabis and his experience in the malt beverage industry during the 1980s. He highlighted the importance of presenting a comprehensive and straightforward narrative to help the public understand the implications of rescheduling, given that many consumers may not fully grasp the complexities of cannabis legislation.

Albee’s insights underscore the need for cannabis marketers to develop clear, accessible messaging that can explain complex regulatory changes to the average consumer. This approach not only helps in building public trust but also positions cannabis companies as responsible industry leaders.

 

Building Positive Media Relationships

Brooks offered valuable advice on cultivating relationships with journalists in an increasingly saturated media landscape. She emphasized the importance of:

  1. Avoiding oversaturation by limiting the frequency of press releases
  2. Personalizing communications to match reporters’ interests
  3. Providing engaging environments for direct interaction, such as brand activation events
  4. Ensuring timely and relevant pitches to the right journalists

 

In addition to these points, Brooks stressed the importance of understanding the current media landscape and approximates that with newsroom employment plummeting by nearly 30%, PR professionals must be more strategic than ever in their outreach. This means not only tailoring content to specific journalists but also being mindful of the pressures and constraints they face in their work.

Building positive media relationships also involves providing value beyond just product announcements. Cannabis PR professionals should position themselves as industry experts, offering insights on trends, regulatory changes, and societal impacts. This approach can help establish credibility and foster long-term relationships with journalists who are looking for substantive stories in the cannabis space.

 

Crisis Management Strategies for Cannabis Businesses

Doyle Albee shared a simple yet effective three-step approach to crisis management, which he termed “OER”:

  1. Ownership: Acknowledge when a mistake has been made
  2. Empathy: Understand and validate the concerns of affected parties
  3. Repair: Clearly communicate the steps being taken to address the issue

This approach, developed during Albee’s time at Coors, can be applied to various crisis scenarios in the cannabis industry, from compliance issues to public relations challenges.

Albee emphasized that the OER approach is not just about damage control, but about building trust and credibility even in challenging situations. By owning mistakes, showing genuine empathy, and taking concrete steps to repair the situation, cannabis companies can turn potential PR crises into opportunities to demonstrate their commitment to responsibility and transparency.

Moreover, Albee stressed the importance of distinguishing between genuine mistakes and situations where a company is being targeted simply for being part of the cannabis industry. This discernment is crucial in determining the appropriate response and avoiding unnecessary defensive posturing.

 

Adapting to Industry Changes

Both experts stressed the importance of staying informed about regulatory changes and their potential impact on marketing strategies. They encouraged cannabis marketers to be proactive in educating both the media and consumers about the implications of rescheduling, emphasizing the need for clear, accessible communication on complex topics.

As the cannabis industry evolves, PR professionals must adapt their strategies to address new challenges and opportunities. This includes staying ahead of regulatory changes, anticipating potential public concerns, and developing messaging that resonates with both consumers and stakeholders.

The pair also highlighted the need for cannabis companies to be prepared for increased scrutiny as the industry becomes more mainstream. This means developing robust compliance protocols, training staff on responsible communication practices, and being ready to engage in public discourse on cannabis-related issues.

 

Key Takeaways from the Media Relations & Crisis PR AMA

  1. Prepare for mixed messages and increased scrutiny following cannabis rescheduling
  2. Focus on substantive, educational messaging rather than purely promotional content
  3. Build personalized, meaningful relationships with journalists
  4. Implement the “OER” approach (Ownership, Empathy, Repair) for effective crisis management
  5. Stay informed about regulatory changes and their marketing implications
  6. Prioritize clear, accessible communication on complex industry topics

By implementing effective PR strategies, building strong media relationships, and preparing for potential crises, cannabis businesses can position themselves for success in this evolving market.

As we navigate potential rescheduling and regulatory changes, it’s crucial to stay informed, adaptable, and focused on clear, educational messaging for both the media and consumers. The insights shared by Tatyiana Brooks and Doyle Albee provide a solid foundation for developing effective PR and crisis management strategies in the cannabis industry. 

Cannabis Marketing Association, in collaboration with Comprise, is proud to introduce GetCannaFacts (GCF) – your comprehensive resource for navigating the changing landscape of cannabis marketing and public relations. GetCannaFacts is a professional resource exclusive to CMA members that serves as a comprehensive educational platform that empowers cannabis brands and retailers with valuable information and strategies to help reach and educate the cannacurious and canna-adverse consumers.

Key features of GetCannaFacts as a professional resource include:

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  2. Regulatory Guidance: GetCannaFacts offers insights into the complex and ever-changing landscape of cannabis regulations, helping marketers navigate compliance issues with confidence.
  3. Responsible Marketing Practices: The resource provides guidance on promoting safe and informed cannabis consumption while combating misinformation, which is crucial for maintaining industry credibility.
  4. User-Generated Content Strategies: GetCannaFacts offers insights on leveraging community engagement to drive brand success, an essential aspect of modern marketing.
  5. Educational Repository: It serves as a go-to educational resource, offering a wealth of information and peer-reviewed cannabis-centric studies to answer industry-related questions.
  6. Exclusive Access: GetCannaFacts is available exclusively to active Cannabis Marketing Association (CMA) members, making it a valuable benefit of CMA membership.
  7. Actionable Strategies: The platform arms cannabis brands and retailers with research-based insights and actionable strategies to drive positive change, combat stigma, and support policy reform.
  8. Consumer Engagement: GetCannaFacts equips professionals with tools to engage, inform, and attract a diverse range of consumers, from the canna-curious to the canna-confident.
  9. Industry Growth Support: At its core, GetCannaFacts is committed to fostering responsible growth in the cannabis industry by providing reliable, fact-based information.
  10. Regular Updates: The platform features a blog that discusses current trends, responsible use, and evolving consumer experiences in the cannabis industry.

By subscribing to GetCannaFacts, CMA members gain access to a wealth of resources that can help them elevate their marketing strategies, stay compliant with regulations, reach the cannacurious consumer, and contribute to the positive development of the cannabis industry. This comprehensive tool aligns with the Cannabis Marketing Association’s mission to support professional growth and bring authentic understanding of cannabis to consumers worldwide. 

Remember, staying ahead in the cannabis industry requires continuous learning and adaptation, and that’s where the Cannabis Marketing Association comes in. By joining our community, you’ll gain access to cutting-edge insights, expert-led resources, and a network of peers facing similar challenges. Together, we can drive innovation and success in cannabis marketing and public relations.

Want to access more AMAs and cannabis marketing content? Become a Cannabis Marketing Association member today! Questions? Email [email protected] to schedule a discovery call. 

CMA Members: log into the Member Portal to watch the full recording. All sessions have been recorded and are available in the Member Portal.