Cannabis is no stranger to bad PR; its negative portrayal has been a catalyst for social inequity, economic issues and countless other problems. So, how can PR professionals help businesses within the cannabis industry move beyond serious stigmas, spotty legality and a long-standing fight for and against Schedule I classification?
Whether or not you support national legalization, it’s important to be aware of the facts when communicating about this industry to a public with a myriad of opinions. As diverse as your audience members’ perspectives can be, the vast majority have something in common: they likely heard mixed messages in the past and bring a few incorrect preconceptions along with them.
The effects of a 40-year “war on drugs” have done little to change drug use and much to spread disinformation about cannabis. For example, the perception of marijuana as a “gateway drug” to stronger substances was recently touted by Joe Biden.
Given this long and enduring history of stigmatization, beliefs about cannabis are deep-seated and, therefore, harder to change. So, how can PR help? Here are a few ways.
Educate
The best antidote to disinformation is proven facts backed by credible research and science. Our client, New Frontier Data, has built a business on proprietary research on the cannabis industry, which is helping more accurately inform the public about cannabis business.
Clarify
Don’t be afraid to address the elephant(s) in the room when marketing cannabis. People will bring questions, concerns and misconceptions to the table before even discovering your brand. So, keep communications as clear and concise as possible.
Segment
Since every audience is different, don’t use identical messaging across key audience segments. For example, a casual browser on social media may only have time for a quick factoid, while a white paper downloader welcomes more in-depth education. Due to rampant misinformation about cannabis, never assume an audience comes with the same base of preexisting knowledge. Provide information appropriate for newcomers to the market as well as seasoned veterans.
Prioritize
If an audience could only know one thing about your brand and about cannabis, what would that be? Whatever the answer, make sure to weave supporting key messages consistently into your content. Whether this is a tagline, top cannabis data insight or a competitive product price point, highlight your differentiator repetitively to grab and keep their attention.
Listen
PR is about more than getting your message out there; it’s about listening to the conversation surrounding the industry. Two-way conversations in PR can blossom through social media, engaging editorial content and accessible thought leadership.
And, in cannabis specifically, the volume of research is rapidly increasing on this cloudy and increasingly-legal industry.
Looking for support in cannabis PR? Our team brings years of experience in marketing this budding industry to clients looking to break through the noise. Get in touch with us today.