The cannabis industry has rapidly become a billion-dollar industry and as more states move toward legalization, increasing numbers of growers, cultivators and peripheral businesses will enter the market. As the market matures in this industry, PR is quickly becoming a critical component to building a recognizable brand for cannabis companies and helping shape public perception of the industry.
Competition in the cannabis industry is intensifying with changing legal landscapes driving the evolution of the industry. Currently, medical marijuana is legal in 33 states and the District of Columbia and recreational marijuana is legal in 10 states and the District of Columbia. As the competition heats up in this sector, it’s more important than ever for cannabis companies to leverage PR to grow brand awareness.
Limited advertising options are another factor making PR a valuable tool for cannabis companies seeking to build their reputations and differentiate from the competition. The federal prohibition of cannabis means that traditional media outlets bar advertising from cannabis companies, and social media platforms like Facebook and Instagram block cannabis company pages. Cannabis companies are turning to public relations to elevate their voice in the market, tell their stories and establish their value propositions to reach customers and potential investors.
As more states move toward legalization the cannabis industry is also experiencing a shift in public perception. The perception of the industry is slowly moving from an illegal drug subculture to an accepted medical and recreational product. A recent poll by Gallup found that support for nationwide legalization has hit a new high with two-thirds of American adults wanting to see marijuana legalized nationally. PR is critical to helping cannabis companies continue to shape the narrative to increase positive public perception of the industry.
The cannabis industry is still in its infancy and this means there are many opportunities to help shape public perception by educating the market on the legalization process, state regulations, using marijuana and CBD products for health benefits, as well as the science and technology behind product developments. PR can develop educational media campaigns around these and other industry topics and help cannabis companies position their executives to respond to cannabis reporters who are increasingly hungry for information and looking for expert industry sources.
Cannabis companies that want to launch their brand, tell their story, and/or attract investors should incorporate a public relations strategy to elevate their voice above the noise and differentiate them in an increasingly crowded market.
Uproar PR can help your cannabis company build your brand and reputation, and most importantly, reach key target audiences. Contact us today to discuss your cannabis company’s PR needs.