Public relations (PR) and marketing are related but distinctly separate activities. Understanding how these public-facing initiatives naturally converge, overlap, and complement each other is critical in shaping public perception and driving business growth. When new business owners or even experienced stakeholders confuse these strategic actions and fail to leverage the strengths of both properly, they set themselves up for inefficient resource allocation, misaligned goals, and poor results.
PR focuses on managing a brand’s reputation and building a positive public image. The best PR professionals are adept at maintaining honest relationships with relevant media members, company stakeholders, and the public through press releases, events, and other strategic communications.
In contrast, marketing centers on promoting products or services to a target audience. The best marketing professionals know how to analyze consumer behavior, market trends, and competitive landscapes, then use that information to craft compelling messaging and other content that resonates with potential customers. Marketing efforts include advertising campaigns, content marketing, social media campaigns, and promotional initiatives aimed at increasing sales, building brand awareness, and boosting customer engagement.
While PR and marketing share the common goal of promoting brands, they differ in several key ways. PR primarily is concerned with cultivating a long-term positive reputation and fostering trust among audiences. It seeks to enhance a brand’s image and credibility over time. Marketing goals focus on driving immediate actions, such as generating leads, increasing sales, and achieving measurable business results through short-term campaigns with long-term goals.
In addition, PR aims to engage a broad range of audiences, including the general public, media outlets, industry influencers, and even internal stakeholders. The goal is to shape a positive image of the brand across diverse groups. Marketing efforts are more precise, using marketing campaigns to target specific customer segments based on market research.
The methods used by each discipline differ, as well. PR leverages tactics including media relations, press releases, and public events to build long-lasting credibility and maintain a positive public image. Professionals use these strategies to secure earned media coverage and cultivate relationships with the media, influencers, and the general public. In contrast, marketing takes a more direct approach, focusing on reaching targeted audiences directly through paid media, social media strategies, and digital initiatives. These methods should attract attention, generate interest, and ultimately drive consumer actions like purchasing or engaging with the brand.
Knowing when to use PR versus marketing can make a significant impact on your business. Use PR when you need to manage a crisis, launch a new initiative, or build long-term brand credibility. Lean on the marketing team when you want to increase sales, promote a product launch, or engage with customers through targeted multimedia campaigns.
Once you determine your needs, whether it’s PR strategy, digital advertising, or social media marketing, seek out specialized professionals with proven experience in cannabis to ensure the best results. The right experience may be even more important on the PR side, where existing media relationships can pay dividends.
28 PR and marketing agencies with cannabis credentials
For businesses in need of expert assistance with advertising, PR campaigns, or comprehensive marketing strategies, the following firms offer specialized services tailored to the unique needs of the industry.
5W Public Relations
5WPR is a full-service public relations agency that partners with emerging and established brands to help them define and achieve their strategic goals. The agency leverages media relations, influencer partnerships, and creative marketing.
Avaans Media
A boutique agency that serves clients in emerging industries, Avaans Media specializes in providing bespoke public relations strategies for growth-stage brands. The team has significant experience with and contacts in trade and mainstream press.
Cannabis Creative Group
Cannabis Creative Group emphasizes its clients’ short- and long-term goals with the “end in mind.” The team specializes in social media, search engine optimization for local shopping, e-commerce optimization, and Google search advertising.
Chapter 2 Agency
New York-based Chapter 2 works to craft PR narratives like chapters in a book to form a cohesive and compelling brand story. The company believes in diversity and representation within the industry and hires based on the culture it serves.
DPA Communications
Offering public relations and marketing strategies designed to get audience attention, DPA Communications focuses on securing media coverage and strategic alliances. The agency specializes in long-term marketing strategies to drive growth.
Durée & Company
A full-service public relations and marketing firm headquartered in Florida, Durée & Company works with publicly traded brands including Cresco Labs and Veritas Farms. The team takes a storytelling approach to image management and attention generation.
Grasslands
Grasslands takes a journalism-inspired approach to PR. Founded by former The Denver Post cannabis editor Ricardo Baca, the agency aims to create lasting, forward-thinking collaborations with the working press.
Green Lane Communication
Built to serve as an extension of a brand’s marketing and communications team, Green Lane Communication can help train stakeholders to speak to the press, secure valuable media opportunities, and submit clients and products for industry awards.
GVM Communications
A woman-owned agency, GVM Communications specializes in internal and external communication strategies. The agency focuses on helping cannabis clients find the messaging that perfectly expresses their ideas.
Inov8 Communications
Innov8 is a boutique firm with experience representing major brands including Toyota, IBM, AT&T, Nestle, and Disney. The company provides public relations support, content development assistance, and advisory services.
Jaana Prall
Jaana Prall specializes in personalized, boutique PR services for companies in international markets. She provides interview management, events, and speaking engagements in real-time with 24/7 on-call service for reporters worldwide.
KCSA Strategic Communications
KCSA blends public relations, social media, and investor relations to tell a comprehensive brand story. The firm’s expertise lies in connecting brands with investors and creating a balanced communication strategy for growth.
Mattio Communications
Founder Rosie Mattio transitioned from food and tech PR to cannabis, breaking ground with mainstream media coverage in outlets like Forbes. Her New York-based agency focuses on educating media through hands-on experiences with products.
Marino PR
Marino specializes in PR, public affairs, and creative campaigns for paid media, social media, and other digital services. Clients include everything from women-led cannabis brands to airport terminals and the New York University Tandon School of Engineering.
Maverick Public Relations
Founder Shawna Seldon McGregor pivoted from big mainstream companies to cannabis after Colorado passed adult-use legislation in 2012. She and her team at Maverick Public Relations are experts at educating consumers and the media as well as helping brands shape their narratives.
NisonCo
NisonCo began as an advocacy-driven PR firm and organically grew through referrals based on media connections. The agency specializes in public relations and search engine optimization for emerging industries.
Proven Media
Woman-owned and -staffed, Proven Media is a strategic marketing communications agency. Since 2014, the full-service firm’s story-driven approach and media placements have helped amplify brands in the cannabis, lifestyle, and tech industries.
PufCreativ
PufCreativ emphasizes equity, social justice, and sustainable practices in its approach to the industry. The agency’s passion for client success comes from long-term partnerships, supporting businesses with a complete set of creative services.
Pulp + Wire
Based in Maine, Pulp + Wire is a woman-owned branding agency specializing in natural and organic lifestyle brands. The team takes pride in trend forecasting and creating future-proof brand identities.
Kip Morrison & Associates
With more than thirty years of experience, Kip Morrison’s PR firm has deep connections in both entertainment and cannabis. The team provides global insight into industry development, maintaining strong ties in national and international markets including Israel and Spain.
Red Antler
Red Antler helps emerging businesses build strong brand identities, working with both startups and cannabis companies to achieve rapid recognition. The agency helped Casper and Allbirds become household names.
Rio PR
Based in Brooklyn, New York, Rio PR’s client list mixes high fashion with cannabis and technology. The image-conscious agency focuses on building brand awareness, generating buzz, and positively impacting its clients’ sales objectives.
Trailblaze PR
Known for helping companies in emerging industries build trust and credibility, Trailblaze PR helps clients stand out in a crowded market by spotlighting their unique value propositions.
Rosen Group
With a background in Washington, D.C., image management, Rosen Group brought its policy-driven approach to cannabis PR as adult-use legalization took off. The agency has significant experience working with policy-driven and highly regulated industries.
The 9th Block
The 9th Block is a boutique PR, branding, and digital-marketing agency with decades of experience in highly regulated industries. The firm’s client list touches nearly all aspects of cannabis, including manufacturing, software, retail, and finance.
Upraise PR
Upraise is a full-service PR and marketing agency with multinational clients including Amazon, Microsoft, and Pixar. The San Francisco-based agency helps cannabis brands like BDSA stay on top of industry trends, developments, and the opening of new markets.
Wick & Mortar
Offering end-to-end branding and strategy services, Wick & Mortar is a full-service agency providing branding, copywriting, packaging design, packaging production, strategy, and website design.
Zoe Wilder
A public relations strategist specializing in lifestyle, culture, and wellness, Zoe Wilder represents A-list celebrities, New York Times bestsellers, and cannabis brands. Her team crafts and executes promotional content and campaigns designed to captivate global tastemakers and influencers.
