Cannabis policy can change quickly, whether through cannabis on the ballot in a given state or news about federal rescheduling. When it does, it can create a news hook, and companies with a PR plan in place are ready when reporters call. That plan starts with a realistic cannabis PR budget.
NisonCo has over a decade of experience helping clients navigate and excel in the cannabis industry through cannabis public relations, content creation, technical SEO services, and more. Below are the factors that shape what you should spend, then five things to keep in mind as you plan your cannabis company’s or dispensary’s PR budget for the year ahead.
What Shapes the Size of a Cannabis PR Budget
There’s no standard number, and we won’t pretend there is. These are the factors that move a budget up or down:
- How much news you have. A company with a launch, a new market, and a funding round has more to pitch than one with a single announcement.
- One-time or ongoing. A single press release and pitch push costs less than a monthly program of media relations, thought leadership, and reactive commentary.
- Where you operate. Local dispensary press, state trade outlets, and national business media take different lists and different amounts of outreach.
- What you can do in-house. If you already have a spokesperson who’s comfortable with reporters, or someone who writes well, you may need less from an agency.
- Conferences and events. Pre-show pitching, on-site interviews, and follow-up all add time.
- Add-ons. SEO, content, and media training can be bundled with PR or left out.
If a smaller scope will get you what you need, we’ll tell you.
1. Cannabis Press Release Distribution Remains Essential
Though there’s no debating that the media is changing at a breakneck pace, press releases remain an essential part of the foundation of any successful PR strategy.
Press releases are the primary way cannabis companies like yours share exciting news and developments. Reporters then pick up successful press releases, syndicate them on other platforms, and bring even more attention to your business.
Choosing a cannabis PR firm with a strong network of relationships with journalists and publications can help disseminate your news more effectively, increase your impact, and land higher-value placements.
2. Incorporate Cannabis SEO Into Your Digital Marketing Strategy
Search engine optimization (SEO) is a core part of a successful internet marketing strategy, because the results near the top of a search page get far more attention than the ones further down. A well-rounded SEO strategy will only become more important as voice searching becomes more prevalent, too.
Press releases typically don’t boast much SEO value on their own. They can increase your brand footprint, but the nofollow links they typically contain aren’t a dependable ranking boost. Google treats nofollow as a hint about which links to consider or exclude, so don’t count on press release links to move your rankings.
That doesn’t mean your press releases are doomed to low SEO value, though! A PR firm offering professional SEO services can leverage other strategies to ensure your press releases attract the attention of relevant journalists and publications.
SEO is also important for all the other content that goes into a successful PR strategy; thought leadership pieces, blogs, social media copy, and more are all more successful when optimized with internet marketing in mind. Working with a company like NisonCo that allows you to bundle PR and SEO services is a great way to ensure your media marketing pieces will stand out online and help you reach your ranking goals.
Does your PR strategy stretch the budget? NisonCo offers customized and low-cost PR options for businesses and organizations of all sizes. Click the image above to get started.
3. High-Quality Content Will Differentiate Your PR Campaign
Successful PR campaigns aren’t just about presenting the facts or inserting as many keywords as possible into every piece of content you release. To create a successful brand narrative and a successful PR campaign, the media marketing content you release needs to be compelling and unique.
Creating a brand story and releasing marketing content people want to read are the keys to an impactful PR campaign. Journalists and consumers alike are more likely to engage with fresh, applicable content than to try to parse formulaic, keyword-heavy copy.
When outlining your budget for your cannabis PR plan and strategy for the coming year, make sure you’re working with an affordable PR firm that will combine PR, SEO, and content creation strategies to tailor a well-rounded campaign customized to your brand’s identity and goals.
4. Prioritize PR and Media Outreach at Cannabis Conferences
If you read the NisonCo blog, you know we believe cannabis conferences are some of the best ways to connect with the industry and build your brand’s footprint. However, you must integrate your PR and conference strategies to make the most of the conferences you’re attending this year.
Ramping up your PR push before, during, and after the conferences on your calendar will help raise your company’s profile and make your marketing and networking efforts at the event even more effective.
If your company plans to have a presence at any conferences this year, consider that in your PR plan. For the best results, you should work with a PR company with extensive experience attending conferences and offering complementary services, like pitching, media training, and outbound lead generation and marketing.
5. Custom PR Packages are the Key to Low-Cost PR
No two companies have the same needs, goals, or resources regarding media marketing. Work with a PR firm that recognizes each company has different PR needs. Whether you have a limited budget for your PR plan or need PR for a small business, you should be able to assemble a PR package that works for you.
As a small business with over a decade of experience working with companies of all sizes, NisonCo understands the importance of flexibility in cannabis PR. We can help you create a content marketing, SEO, and PR package perfectly suited to your needs, delivering everything from one-time press releases to our full suite of marketing services.
Work With an Experienced and Affordable Cannabis PR Agency
Prioritize your company’s success by prioritizing PR. While planning your strategy and budget, consider press releases, SEO, content creation, conferences, and customization to decide what will best suit your needs. You can see how we approach it on our cannabis public relations page.
We love to help companies in the cannabis industry and beyond reach their goals through media marketing. Contact NisonCo today to set up a free discovery call or to get started on your PR strategy.
