MJBIZ - November/December - 37

Stealing the
Spotlight With
Earned Media
Earned media-that's news
coverage that you didn't
pay for-isn't regulated the
same way that owned media
is. The third-party validation
of being quoted or featured
in a news story can also do
more to build trust than
tooting one's own horn on a
blog or social media. Public
relations requires excellent
news judgment, a.k.a. the
art of understanding what
makes a story newsworthy
and compelling for
reporters.
That news judgment can
look like a publicist crafting
proactive pitches tailored
to individual journalists'
beats and areas of expertise.
But it can also look like
strategizing PR stunts,
activations or events that
give journalists a juicy
hook-or newsjacking an
existing media moment to
interject your brand into
broader conversations.
When done strategically,
thought leadership can
be another earned media
opportunity. Whether it's
through public speaking,
podcasts, or editorial
contributions, executive
thought leadership helps
position your brand as a
trusted voice in the space-
one that consumers recognize
as an industry heavyweight
and journalists turn to for a
timely, smart quote.
Tell me more
Before consumers ever pick
up a product or try a new shop for
themselves, they're sold first and
foremost on compelling stories. Take
Cookies, for example, a brand built
on Founder Berner's Bay Area steeze
long before it earned an international
reputation for hypebeast strains. New
York newcomer Bliss + Lex has the
distinction of being the first Black-,
woman-founded cannabis business
in Manhattan. And retailer Embarc
recently went down in history as an
integral part of bringing cannabis
sales and consumption to the
California State Fair for the first time.
Ultimately, cannabis
PR circumvents
advertising through
robust storytelling.
Public relations routinely
punches above its
weight in a cannabis
brands' marketing mix.
A strong narrative not only helps
consumers find brands that match
their values and solve their problems,
it builds trust. Whether you lean into
the wellness aspects of cannabis
or focus on its role in the War on
Drugs, your story should resonate
with consumers and set you apart
from the competition. Consumers will
remember how a brand made them
feel-especially if that messaging is
reinforced in the media.
In this space, public relations
often does more than build brand
awareness-it educates. It educates
shoppers who feel cannabis is
uncharted territory, whether it's
because they are new to consumption
or because there are a wider array of
product formats, potencies and strains
than ever before. PR can also serve to
educate journalists who are writing for
mainstream outlets and still learning
where cannabis businesses fit into
their coverage.
Last but certainly not least,
public relations is a valuable tool for
working around the narrow confines
of regulatory compliance for owned
media such as a company's website or
Instagram page. Federal prohibition,
laws designed to shield minors from
" vice " advertisements, social media
platform policies and even municipal
zoning regulations can all affect how
and where cannabis brands deploy
marketing tactics.
Public relations, when done
right, can elevate cannabis brands
beyond those restrictions using
the power of earned media, a.k.a.
earning a place in an article-think
quotes from knowledgeable sources,
business profiles and more. Ultimately,
cannabis PR circumvents advertising
through robust storytelling. Public
relations routinely punches above
its weight in a cannabis brands'
marketing mix.
Building Brand Credibility
Both as a journalist and on the
agency side, I've seen the power
of earned media and thought
leadership time and again. When
journalists write about your brand,
or when you're featured on a
respected podcast, it instantly
elevates your credibility. That
kind of coverage goes a long way
in building rapport and brand
reputation amongst a variety of
stakeholders. Like my agency's
tagline says, " At Grasslands, we tell
stories, build brands and amplify
value. "
This is why media relationships
are so profoundly important.
Earning the trust of hardworking
journalists-one
relationship at a time-adds up
with the potential customers those
journalists reach through print,
digital and broadcast media outlets.
But let's be clear: Good PR is
stoking a flame, not a flash in the
pan. Building relationships with
the media, establishing trust with
your audience, and creating a brand
narrative that resonates across
different channels takes time and
effort. The cannabis brands that
invest in consistent, thoughtful PR
are the ones that will thrive in the
long run.
Ricardo Baca is a 24-year journalist and the CEO and Founder
of cannabis PR firm Grasslands: A Journalism-Minded Agency®,
serving bold brands and organizations since 2016.
Learn more at mygrasslands.com.
http://www.mygrasslands.com
MJBIZ - November/December

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