Sponsored by THE ORIGINAL CONES
Public relations is the heart of cannabis branding. In a market where stigma still lingers and trust is hard-earned, visibility is everything. And yet, most cannabis founders treat PR like a checkbox – something to consider only at launch, or when a product hits the shelves. That’s a mistake.
In reality, good PR doesn’t just happen. It’s built – deliberately, thoughtfully, and above all, personally. If you want to become the face of your cannabis venture, you have to step into the light. That means inviting the press in. Literally. Let them meet you. Let them see your space. Let them understand what you stand for.
Most cannabis businesses hope for media coverage. Few create the conditions that make it inevitable.
Take Budtenders Bremen, for example. When they opened their first store recently, they didn’t just unlock the doors for customers – they made space for the press. They stood there, face to face with journalists, explaining their mission and their values. That’s not just branding – that’s trust-building at its core.
So how do you make this happen?
You don’t need a massive event or a PR agency with a five-figure monthly retainer. You need intent. Organize an open house or a community day around “Cannabis & Health.” Offer guided press tours of your club, your dispensary, or your grow facility. Invite local TV crews. Partner with physicians or patient advocates for a roundtable and make the discussion public. In a regulated and often misunderstood industry like ours, openness is your greatest asset.
The goal isn’t just to talk about your product – it’s to stand for something. Journalists respond to stories, not sales pitches. If you have something to say, something to show, and the courage to step forward, the press will follow.
And let’s be clear: people don’t buy from brands. They buy from people. They don’t trust logos – they trust the voices behind them. Your face, your message, your conviction – that’s what turns coverage into credibility.
A well-prepared press kit should always be at the center of this strategy. It’s your toolbox for every interview, every outreach, every moment where your story needs to be told. If you’re unsure how to create one or how to target the right journalists (almost automatically), just reach out – we can help make sure your press game is as strong as your product.
So the next time you wonder why no one’s talking about your brand, ask yourself: have I actually given them a reason to?
Show up. Speak clearly. And build your cannabis brand by making yourself visible – not just online, but in the real world, where stories are made.
