In this blog, we’re sharing seven of our most powerful tips to teach you how to get coverage for your cannabusiness in 2025 and beyond.
Understanding the Value of Cannabis Public Relations
There are many reasons to prioritize cannabis PR in 2025, but it all comes down to exposure.
Cannabis PR can help you build a strong brand image, which is essential to creating loyal consumers.
It can help you build brand authority through placements in high-profile and trustworthy publications, which is especially important in the growing cannabis industry as it strives for recognition and legitimacy.
PR is also a major force behind getting your cannabis brand seen by the right people, whether those people are customers, investors, or potential clients.
What Goes into a Digital Cannabis Public Relations Strategy?
As people spend more time online than ever, much of the focus in PR has shifted to digital strategies. However, cannabis PR can also help your cannabis brand land mentions in print media.
An effective PR strategy employs many different approaches:
- — Press releases
- — Thought leadership
- — Inclusion in product guides
- — Network building
- — Speaking opportunities
- — Quote inclusions
- — And more
The exact strategies you will need to leverage and the types of press coverage you will need to aim for will vary depending on your company and specific goals.
Generating press coverage in 2025 is key for building brand awareness and maintaining market share. Click the above image to connect with our team of experienced cannabis PR consultants today.
7 Tips for Implementing Effective Public Relations Strategies
Here are seven of the most effective tips we routinely return to when landing cannabis press for our clients.
1. Formulate a Cannabis PR Strategy
Before you begin pitching, you need to have a strategy in mind. Ask yourself what you want to promote and to whom — this will inform what kind of coverage you’re looking for and what publications you need to target.
A tightly-focused cannabis PR strategy will allow you to take a streamlined, focused approach to pitching. When you’re only sending out pitches to publications you know are a good fit for your brand and your goals, you’re minimizing your workload and maximizing your chances of success at the same time.
2. Don’t Neglect the PR Basics
Everyone wants to land hard-hitting pieces and cover stories in high-profile publications. However, the basics are what will get you there.
Coverage in listicles and short articles like gift guides and product reviews is an excellent way for new companies to get their name out there, especially in growing industries like cannabis. Once you’ve begun to build brand recognition and trust through placements like these, it will be easier for you to secure bigger-name press hits.
3. Pair Cannabis PR with Cannabis SEO
Media marketing and internet marketing are both powerful on their own, but when applied in tandem, they will have an even more significant impact. PR helps get your brand on people’s minds; cannabis SEO helps them find you.
A strong cannabis SEO strategy will improve your cannabis brand’s online presence and legitimacy, helping you land more PR as journalists see your strong digital footprint.
Additionally, incorporating timely, optimized content to your site and socials can help you rank higher and gain more traction for future coverage.
One of the best ways to maintain strong and interconnected PR and SEO strategies is to work with a cannabis firm that offers both PR and SEO for cannabis. Consistency is key when leveraging multiple approaches to increasing your brand’s reach, and working with the same company for both services will keep things simple.
4. Be Ready to Respond to Cannabis News
The cannabis industry moves fast, and industry leaders predict we’ll see even more changes in the sector throughout 2025. You need to make sure that your PR strategy considers this and that you’re ready to respond to breaking news with quotes, thought leadership, and similar pieces.
Again, working with a PR firm that has experience navigating the cannabis industry will help you stay informed — and they can deliver your opinions on current events to the right journalists and publications.
5. See the Value in Pay-to-Play Cannabis PR
Earned media, or free press coverage, is the ultimate goal of most PR campaigns. However, paid media, sometimes called pay-to-play media, is becoming more common and can be a valuable investment, too.
Just like basic product guides, blog inclusions can be a good way for newer cannabis brands to get their foot in the door, paid media placements can help you set up a strong foundation for later press coverage.
Not all pay-to-play media opportunities are with it, though; consider your options carefully and consult with a PR firm to decide which paid placements will bring the most value.
6. Attend Cannabis Conferences
Though it might not seem to fall under the umbrella of PR, attending cannabis conferences is so helpful to overall brand strategies that we had to include it here.
Face-to-face contact can help you make new connections that will lead to PR opportunities in the future, and they can help you strengthen existing business relationships.
7. Be Genuine
This last point is the simplest — and the most important.
When you’ve cultivated a recognizable brand identity, strong brand values, and exceptional products and services that people want to talk about, the press coverage will come naturally.
Don’t pursue press opportunities that seem like a poor fit for your brand; these can do more harm than good in the long run. Instead, walk the walk and focus on publicizing what makes your company unique.
Preparing for and Managing Cannabis Crisis Public Relations Strategies
Nothing makes you appreciate public relations like a brand crisis. Whether it’s a communications misstep, a recall, or a significant legislative change, PR is the best tool for dealing with unforeseen circumstances.
The most crucial part of crisis public relations strategies is readiness to respond to a situation gracefully and promptly. The exact response and PR approach to publicize that response will vary depending on the situation.
PR crises are difficult to navigate. In a situation like this, the help of a professional PR team with experience smoothing things over is invaluable. Having an existing relationship with a PR firm can make your crisis response strategy even more efficient and effective.
A Cannabis PR Agency Can Help You Secure Cannabis Press Coverage
To get as much press coverage as possible in the highest-value publications, you need to work with a cannabis PR agency.
NisonCo has been helping companies in the cannabis space and beyond meet their goals since 2013. Our seasoned PR, content, and SEO specialist team has all the tools necessary to help your cannabis company excel in 2025 and beyond. For more information about our services or to set up a free consultation call, contact NisonCo today. We look forward to hearing from you!
