Three Things I Learned My First Year in Cannabis PR
Former TV reporter turned publicist shares insights from her first year in the cannabis industry
By Alyssa McCann
As a former television reporter, to present myself as a reliable and trusted news source, I was required to be knowledgeable about diverse subjects and learn the material rather quickly- whether it was in a breaking news setting or on assignment. As I transitioned into a public relations career several years ago, my storytelling skills and adaptability to various subject matters have continued to evolve. At Rosen Group, I was welcomed into a vibrant world brimming with opportunities for learning, innovation, and creativity – including within a sector that was new to me, but this time I entered new territory: the world of cannabis public relations for the cannabis industry.
As a Massachusetts native, I was fortunate to have a front-row seat to history with the opening of the state's first dispensaries, and the legalization of recreational marijuana. Despite this, my true understanding of the cannabis industry was rather limited. Joining Rosen Group and immersing myself in the burgeoning New York cannabis market was an exciting and challenging new chapter for me, and might I add, very different from the Bay State! Now, with a year under my belt, I’m sharing a few key facets that are unique to the cannabis industry and have been instrumental in shaping my journey, and continue to contribute to my success in this dynamic field.
Getting To Know Mary Jane
As a newcomer to the industry, I quickly realized there are various terms, products, and industry nuances that I was going to have to learn if I was going to pitch on behalf of my clients. To succeed, I needed to dive full force into the industry. One of the simplest first steps: I subscribed to various cannabis news publications, including Cultivated, Green Market Report, Cannabis Wire, MJBizDaily, and others. I was able to keep up with cannabis lingo, news trends, and the ever-changing rules and regulations, which vary by state. I scanned the headlines and did deep dives when possible to immerse myself. Luckily there is no shortage of newsletters in the industry—and many specific segments within, so whether I needed to brush up on cultivation methods, product guides, consumption methods, state-by-state legalization developments, or other topics, there was always something available. Take advantage of all the valuable resources available that this industry has to offer!
Understanding The New York Market
Navigating the cannabis market can be confusing, and jumping into a new (and messy!) market like New York requires an even deeper than usual understanding of your client's identity, operations, and perspective on industry nuances, particularly in an environment where regulations are constantly evolving. Staying on top of these changes is not only important but key to establishing your client as a thought leader. While there are many challenges in the market itself, there are also many opportunities when it comes to pitching and inserting your client into the conversation.
For example, in New York, where approximately 500 licenses for retail dispensaries have been issued since November 2022, only 85 legal stores have opened statewide. Meanwhile, the unlicensed market reportedly has over 2,500 shops in New York City. I repeat, messy! Therefore, our role as a PR firm is pivotal. By staying on top of the news cycle, we can leverage our clients' expertise to elevate their companies within the competitive and dynamic cannabis landscape and are quick to pitch timely statements and commentary on hot topics. Staying abreast of market trends, regulations, cannabis events, awards, and news is paramount for gaining an understanding of the New York cannabis market and securing top coverage for your clients.
Building Relationships
While some media outlets and organizations may shy away from covering cannabis, there is a plethora of cannabis-centric platforms hungry for interesting stories shaping the industry. From product reviews, to gift guide roundups, to captivating podcasts interviewing unique personalities - dedicated cannabis journalists bring both expertise and a desire to educate others on all things related to the plant.
The cannabis landscape may seem intimidating to a newbie, but there's a supportive network of cannabis industry professionals committed to sharing your client's narrative, and who want to build relationships for future coverage opportunities. It’s important to play the long game, whether that’s by coordinating sampling for a brand you represent and/or setting up conversational briefings with reporters, that might just be for background. However, these preliminary conversations can lead to concrete opportunities for coverage, and the reporter may continue to seek out your client as an expert source. Events have also been an important part of the industry. Networking on-site at these and making new media connections will undoubtedly lead to even greater success for clients as the industry continues to evolve.
Looking Ahead
Fully immersing myself and developing a deeper understanding of the industry has made my first year in cannabis public relations a success and extremely rewarding! Being able to communicate and engage more effectively with clients and reporters about various cannabis-related topics has also deepened my appreciation for the plant and its potential. As the state of cannabis in New York, and throughout the country, continues to mature, I look forward to contributing to the growth and development of the industry through our incredible clients.