7 Secrets for Successful Cannabis PR Campaigns

A strong public relations (PR) strategy can elevate a brand, strengthen consumer trust, and address the unique challenges cannabis companies face every day. But what separates a good PR campaign from a great one? To answer that, we connected with leading cannabis PR professionals to uncover their secrets for executing successful campaigns. 

The discussions revealed seven key strategies for crafting impactful PR campaigns, including emphasizing audience-focused approaches, consumer education, and unwavering consistency. We also examined common mistakes brands make, such as “spraying and praying” messages, using conflicting tones, and relying too heavily on one “major” news story. Here, we present the cannabis PR pros’ advice for how to avoid these and other pitfalls.

Whether you’re a seasoned operator or a new brand looking to refine your communication efforts, consider this your roadmap for success.

Keep messaging consistent

It sounds almost too simple, but patience and consistency form the backbone of any successful cannabis PR campaign. This means maintaining a consistent message and delivering on promises made not just to clients, but also to journalists and the audiences you’re trying to reach.

“Far too often, we see companies that pitch and forget, and then move on to a new topic, which they pitch and forget, not tying anything into a common theme for the company, product, or executives,” said Proven Media founder Kim Prince, who speaks from decades of experience representing companies and individuals across several industries. “You don’t need to constantly reinvent your angles — in fact, you shouldn’t. Pick a campaign theme and build upon it.

“Be consistent in your content, pitch angle, talking points, and approach,” she added. “And always be consistent with who you’re pitching to.”

Don’t waste the audience’s time

Before crafting a single pitch, make sure you have a clear and precise understanding of your audience.

“Writing the pitch and then creating the media list, that is 100 percent the wrong way to go,” said Grasslands founder Ricardo Baca, a former journalist. “Not only are you not acting strategically, but you’re wasting everyone’s time. Audience-first thinking is key. Are you talking to [business-to-business companies] in the United States? Are you talking to consumer lifestyle audiences in specific states, or only in California? These are the sort of details you need to have a clear understanding of before you even write the first word of your pitch.”

Equally important is understanding the media landscape to find the journalists, bloggers, and podcasts that align with your target audience.

“Throwing spaghetti on the wall and seeing what sticks is not a strategy,” said Marylyn Simpson, public relations director at Kip Morrison and Associates, a thirty-year-old agency that has represented clients in sectors from cannabis to fashion, food and spirits, retail, and Hollywood celebrities. “You have to know who you are pitching so you can craft meaningful messaging. What does the public need to know about the topic at hand? I have to think about how my client is able to help educate the public on the given issues and cultural happenings in order to move the overall conversation forward about cannabis and its acceptance in mainstream America.”

When it’s time to pitch, cannabis PR pros ensure the media package is comprehensive and meets the target audience’s expectations. As Prince suggested, include everything a reporter might need, such as press releases, executive bios, product descriptions, and high-quality images. It’s also important to provide a fact sheet that answers essential questions like “who, what, when, where, why, how, and how much,” she said.

Bear in mind journalists are often skeptical — especially in the cannabis space — so leading with education is an effective tactic.

“If they’re adhering to journalistic standards, they will need to provide balanced coverage, so offer yourself as a resource for credible information,” said Maverick Public Relations founder Shawna Seldon McGregor, who cut her teeth at New York agencies including Porter Novelli and The Rosen Group. “To stand out, tie your pitch to timely trends, real consumer needs, or untold stories that illustrate your brand’s impact. Show how your product or initiative has changed lives or improved communities.

“Ultimately, a story that’s surprising, relevant, genuinely new, and can show metrics of growth will always catch attention,” she added.

Have some fun

Adding layers of creativity and personality can make cannabis PR campaigns not only successful but also memorable. No campaign is only about selling a product or idea. At their heart, campaigns are about creating an emotional connection with an audience. Sales will follow.

“I’ve always believed that adding a sense of fun and community relevance can elevate any campaign,” McGregor said. “A product launch should resonate deeply with the audience it serves.”

But how can companies achieve deep resonance? The process starts with impeccable timing, a strong news angle, thorough preparation, and appropriate follow-up.

“Meaningful stories require persistence,” McGregor said. “Journalists are often juggling countless pitches, so it’s critical to follow up — but always with purpose and respect for their time.” 

In other words, don’t email the same pitch three times. Tailor follow-ups with new angles or assets that add further intrigue to the pitch or make the journalist’s job easier and more rewarding.

Finally, never underestimate the power of surprise and delight. Whether it’s a cleverly packaged press kit or a campaign that incorporates unexpected moments of humor, tapping into joy can be a game-changer for earning attention from both the media and consumers.

Aim for mainstream

If our collective goal truly is to destigmatize cannabis — and it is — gaining mainstream coverage is essential. 

“Because we focus on ‘earned media,’ our top priority is to make sure the client is getting regular coverage in a multitude of publications,” Simpson said. “In cannabis PR specifically, getting stories in mainstream publications is very important, as it helps to destigmatize the plant and educate current and potential consumers.

“Creating a diverse portfolio of press for our clients is something we take pride in,” she added. “We want to tell each of our clients’ stories to as many audiences as possible while still conveying the brand’s mission and values.”

Creative, relatable angles also can be a game-changer when pitching to mainstream outlets. 

“I received a lot of media coverage for a former client when they started to service weddings with their cannabis products,” Simpson said. “It paints a picture for the journalist and puts it in a new light that they may not have considered before.”

Don’t mistake PR for sales

According to the experts we spoke with, one of the most common mistakes cannabis brands make is viewing PR as a sales channel rather than a strategic communication tool. PR is designed to create long-term impact. It’s less about quick wins and more about fostering lasting connections and influence. 

“Earned media is about building credibility and trust, which takes time and consistent effort,” McGregor said. “Results don’t happen overnight. For example, securing a feature in a major publication or landing a spot on a top-tier podcast often requires months — or even years — of relationship-building and persistence.”

Another frequent misstep? Not understanding the differences between journalism and advertising. 

“Journalists are not there to promote; they are there to report,” McGregor said. “If a client shares information without clarifying it’s off the record or on background, it’s fair game for publication. Brands need to approach media interactions with clarity, understanding, and preparation, ensuring everyone involved knows what’s on the record and what isn’t. Transparency and media training can help avoid these pitfalls and foster stronger relationships with reporters.”

Relatedly, any brands hiring a cannabis PR firm to increase sales may want to rethink their strategy. A public relations firm can help elevate awareness about the company, its executives, and its products, but it should not be considered a replacement for a sales team or other marketing-directed efforts.

“In the business-to-business space in particular, understand that customers and potential customers need to know about your company’s product, record, and reputation before they will make a major purchase,” Prince said. “That’s where a PR firm comes in.”  

It may take a little extra time, but when done right, a solid PR campaign primes your brand for more opportunities by establishing credibility in a way that paid media can’t. It’s a slow burn, but a sustained, authentic presence in the media ultimately pays off.

Nurture media relationships

Impactful cannabis PR is all about fostering a connection over time, and that starts with showing genuine, thoughtful respect to media partners. 

Deploying a “spray and pray” campaign seldom works well, according to Baca, referring to a scattershot approach that distributes press releases, pitches, or story ideas to as many media outlets, journalists, and influencers as possible, whether or not the outlet is appropriate for the topic. Pitching a story about dangerous children’s toys to a cannabis trade journal, for example, not only is a waste of everyone’s time but also makes the PR representative and the company he or she represents look silly and uninformed.

“Don’t spray and pray. That’s vastly unacceptable,” Baca said. “Instead, use customized media lists for each initiative. As a journalist, I’ve gotten emails from PR people that just feel outright disrespectful. They don’t even spell your name correctly, or there is no name, or it’s the wrong name. The more I thought about it, the more I learned that these PR professionals were ultimately disrespecting me: wasting my time, wasting my inbox, and wasting some of my most valuable resources.”

McGregor emphasized building strong relationships with journalists and influencers is crucial. 

“Without them, you have nothing,” she said. “You should always be thinking about how you can make a journalist’s life easier. Read their work, anticipate the gaps in their coverage where your client can add value, and subscribe to their outlets. If you want your client to be in their outlet, you should back it up by subscribing, reading, and understanding what they report on.” 

To help maintain meaningful connections, consider investing in a tech stack to stay organized and make the process as seamless as possible. 

“I’m currently obsessed with PRophet for drafting social posts and predicting which reporters might be interested in my pitch,” McGregor said. “Toggl Track keeps my entire team’s time tracked, and Basecamp ensures seamless collaboration. These tools free up time to help our team focus on what really matters: building connections and delivering results.”

Keep expectations realistic

When it comes to cannabis PR, one of the most important steps in ensuring a successful campaign is setting realistic expectations from the very beginning. 

By recognizing and acting on what it takes to achieve sustainable results, you’ll set up your team and your brand for success. Once you understand the time, effort, and strategic thinking required for successful PR, you’ll be able to establish a productive scheme that works.

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