Should Your Cannabis Company Hire a Publicist?

Should Your Cannabis Company Hire a Publicist?

Facing challenges marketing their brand, some cannabis companies turn to traditional public relations to get the word out. Image credit: PhotoAlto/Frederic Cirou | Getty Images Opinions expressed by Green Entrepreneur contributors are their own. Why the disparity? One reason is that marketing and advertising as a cannabis company is almost as difficult as getting a compliant product onto store shelves. Because of this, many companies struggle to be heard using tools like social media and google ad words. These brands are now starting to invest in traditional public relations to drive their stories forward and gain relevancy in a lightning-fast industry. Paid social media advertising and analytics tools prohibit the promotion of illegal drugs -- and this often includes the legal cannabis industry. Companies should certainly create a presence on social media -- it’s essential for branding in the modern era. However, the most meaningful stories deserve a wider audience. That’s where PR could come into play.

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The Particulars of Marketing Your Cannabis Business: Experts Share Their Secrets

Facing challenges marketing their brand, some cannabis companies turn to traditional public relations to get the word out.

Should Your Cannabis Company Hire a Publicist?

Opinions expressed by Green Entrepreneur contributors are their own.

Cannabis companies in the U.S. seem to be split into two groups: Those that get all the hype; and those that can’t seem to gain traction at all.

Why the disparity? One reason is that marketing and advertising as a cannabis company is almost as difficult as getting a compliant product onto store shelves. Because of this, many companies struggle to be heard using tools like social media and google ad words. These brands are now starting to invest in traditional public relations to drive their stories forward and gain relevancy in a lightning-fast industry.

Related: 12 Cutting-Edge Marijuana Marketing Tactics That Work

The Social Media Problem

Just like in any other field, it costs time, money and strategic effort to pull off an effective cannabis campaign. The difference is for cannabis operators is that they can rarely see the return on their investment.

Paid social media advertising and analytics tools prohibit the promotion of illegal drugs — and this often includes the legal cannabis industry. Beyond the prohibition on paid campaigns, major platforms like Facebook, Instagram and YouTube are known to censor and even shut down entire accounts just for being related to cannabis.

Still, many companies keep pumping…

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