Succeeding in today’s fast-paced communications environment requires a tactful integration of traditional and modern public relations (PR) strategies, especially for brands interested in maximizing their return on investment (ROI). While digital advancements and generative AI offer exciting new opportunities for PR, they’re most effective when built on a solid foundation of traditional strategies. Blending time-tested principles with modern tactics is crucial for cannabis brands striving to deliver positive and impactful messaging in today’s competitive market.
The evolution of PR
“Public relations has more than evolved—it’s been reborn,” said Kip Morrison, industry veteran and founder of PR agency KMA Cannabis. “I’ve been in public relations for over 40 years—well before email and texting, let alone digital platforms. We would have to snail mail pitches and press kits, or call press people on the phone (gasp!). In a sense, working relationships were much more personal then. And while many of the key principles have stayed the same, the way we approach strategy has changed.”
Digital platforms have revolutionized PR, shifting agents’ focus from lengthy processes to real-time engagement and data-driven strategies. Today’s PR strategies incorporate influencer relationships, community engagement, and crisis management.
“Before the rise of digital, we would have to wait months for a story to be published, but now a client can do an interview with a journalist in the morning and the story can be published by lunchtime,” Morrison said. “It’s a whole new world, but one that I have learned to embrace over time. You have to adapt to survive in every industry, and PR is no exception.”
Traditional PR centered on securing earned media coverage through print publications, TV segments, and radio spots, with an emphasis on broad audience reach and brand awareness. Before the digital era, PR agents aimed to create visibility by strategically placing stories in local markets nationwide to build momentum for national exposure.
Both modern and traditional approaches offer unique pathways to success, but the true potential lies in blending the credibility and trust of traditional PR with the speed and expansive reach of available digital platforms.
“The rise of digital platforms makes PR more fun for us as practitioners,” said Proven Media founder Kim Prince. “How media is received by consumers happens in a variety of ways, and the media mix is essential when conveying a message. Understanding how your target audience likes to receive their messaging can be helpful as you plan a communications strategy for your company or brand. For example, we optimize our press releases for SEO [search engine optimization] and collaborate with digital marketing teams to knock it out of the park for clients by including keywords and other items that appeal to a digital producer.”
Today’s digital tools—like SEO-optimized press releases and collaborations with digital marketing teams—allow PR professionals to enhance visibility in a way that resonates with a modern audience. This blend of classic and contemporary methods is reflected in digital magazines and publications embraced by most media outlets.
“It’s wonderful when the reader can get of-the-moment news quickly, and then receive the expanded publication—such as an outlet’s flip-book style magazine—to digest the stories at their own leisure,” Prince said.
Grasslands Founder and Chief Executive Officer Ricardo Baca agrees with this marriage concept, advocating for well-rounded strategies. “Use modern PR’s real-time engagement to bolster traditional marketing efforts. It’s not about choosing one over the other but blending them to create a more robust strategy,” Baca said.
4 blended PR strategies to boost ROI
While traditional PR relies on broad metrics like circulation and impressions, modern techniques focus on detailed analytics, including engagement and sentiment analysis. With this level of insight, brands can refine traditional PR strategies for improved ROI.
Integrated campaigns
A brand might combine a high-profile PR event with a targeted digital marketing campaign. This dual approach maximizes impact by leveraging the credibility of traditional media with the broad reach of digital platforms—but the key here is to stay aligned with messaging.
“To truly benefit from strategic communications, a company should be campaign-driven so that every effort or message leads back to a common theme,” Prince said. “Things move so quickly, and we see a lot of companies forget that campaign-driven messaging played out in every communications area makes a stronger impact compared to disparate messaging that doesn’t connect the dots for consumers.”
Leveraging influencer partnerships
Modern PR’s influencer relationships can integrate seamlessly with traditional marketing’s storytelling for a comprehensive approach. However, remember to be mindful of the potential backlash when using influencers—especially those with significant online followings. Always ensure the campaign aligns with broader brand goals.
“The foundational principle of integrated marketing is simple: one vetted message, shared across many channels—and this applies to any crisis response strategy,” Baca said. “Brands need to be consistent in their messaging, especially when considering a response to a crisis of any kind. Sure, that message should be massaged to strategically address the specific stakeholders in those comms—but all of those messages shared across earned, owned, and paid media channels should ladder up to the primary position.”
Content marketing with PR hooks
Creating content that appeals to both traditional media and online audiences drives strong results. For example, hosting a live panel discussion with industry experts, streamed online while also inviting local journalists and media outlets to attend in person. The event could generate traditional media coverage through press releases and interviews, while the live stream and social media engagement can amplify the event’s reach to a broader online audience.
Social media amplification
Utilizing modern PR stories on social platforms can also extend the reach of traditional marketing campaigns. Take Keanu Reeves, whose positive public image is reinforced through both traditional PR exposure and extensive social media sharing. This strategy leverages the strengths of both approaches to enhance the actor’s visibility and favorability, contributing to the roughly $3.5 billion box office success of films starring Reeves.
Dealing with online reputation management (ORM)
A brand’s online reputation significantly impacts traditional and modern marketing efforts.
“Online reputation management is crucial because it builds and maintains trust,” Morrison said. “In 2024, it’s essential to proactively monitor and manage what’s said about your brand to prevent negative narratives from spreading.”
How is ORM effectively managed in 2024?
Popular ORM tools include Google Alerts, Reputation.com, and Brandwatch. These platforms help monitor brand reputation across traditional and digital channels. Integrating ORM tools with standard analytics is essential for maintaining strong online hygiene and effectively managing brand reputation. However, it’s important to remember not everything is measurable.
“While we love the instant gratification of seeing data about those who clicked on a link to make a purchase, there are much more nuanced benefits from messaging that don’t fit into a digital framework,” Prince said. “While measuring sales is essential, measuring awareness is just as important, albeit harder to capture. I love using the example of an athlete saying they are going to Disneyland when they win a championship. While there is no direct correlation to how many people book a trip to Disneyland directly related to the mention, the value is huge.”
When a potential partner searches your business online, there are certain search results you hope they find and other search results you may wish would go away. How a business deals with this conundrum is vital, particularly in the face of negative rhetoric.
“The beauty of investing in public relations is that many of the newer media placements that come from your PR work will push down some of the older, less desirable search results—making for a better first impression as your new partners, prospects, and candidates are doing due diligence on the brand,” Baca said. “We also do a lot of work on the Google Reviews front, where we can work with our clients to tidy up and modernize their Google Reviews, making sure they present a more accurate picture of a business—and not just the one-sided perspective of a disgruntled former partner.”
By refining time-tested methods with today’s cutting-edge tools, brands can meet the demands of the modern marketplace while fostering lasting connections with consumers, delivering both immediate impact and steady growth.
