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3 Surefire Ways PR Can Solve Your Cannabis Business Challenges

A marketing strategy not enough companies look into.

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A good public relations strategy can effectively spotlight your cannabis brand as an industry leader and establish credibility in the space.

Need proof? Here are three common cannabis industry challenges that entrepreneurs and business leaders often face and how effective public relations strategies that help solve them.

1. Marketing and advertising challenges

Running paid ads on Facebook, Instagram, Twitter, Google, and other popular digital mediums has been a big hurdle for businesses in the cannabis industry. Many marketers believed that with marijuana going mainstream, brands would have free reign to market on these platforms, but that's not the case. Social media platforms ban a lot of cannabis content.

Public relations allows cannabis companies to tell their story effectively, amplify brand awareness, build trust, and establish credibility by leveraging the power of earned media. This strategy positions brands and their leaders in the spotlight and establishes credibility in the space.

For example, podcasts are an effective medium for expanding reach, communicating stories and narratives, and attracting new business. And many executives are pursuing guest article opportunities to share industry insights from their unique vantage points, educate, and position themselves and their companies as a trusted resource.

RELATED: Woody Harrelson Debuts New SoCal Dispensary, Consumption Lounge Coming Soon

2. Talent challenges

Talent acquisition is no easy task, especially during a period as transformative as the Great Resignation. But cannabis companies can use PR to communicate and embrace why their company's mission, culture, processes, and values are not just a win for their customers and clients but also for their team.

By utilizing mediums such as podcasting and creating original-owned media, you communicate, in more ways than one, who you are as a leader, what you stand for, what your team does not tolerate, and what your team loves about the work they do, and everything in between.

One characteristic of a leader that employees look for is passion. If potential employees tune in and listen to you talk or watch you present at an event and see how passionate you are about your work, they'll feel like working with you means that their job has purpose-something. Employees are placing more and more emphasis on this in the workforce today.

Want to kick things up a notch? When leaders take it to social media and publicly congratulate and applaud their team individually for doing excellent work, it creates an unstoppable company culture that trickles down from top to bottom. Leaders, don't be afraid to be public about your team's internal wins. Those matter, too.

RELATED: These 6 Core Skills Make Veterans Ideal Cannabis Employees

3. Capital challenges

What's the secret sauce to magically raising capital? Whether you're in the cannabis industry or not, it's been situation dependent for every company and investor I've connected with.

One thing that has been a common denominator in each conversation I've had with cannabis entrepreneurs who have raised capital is that their investors saw, read, or listened to something about the company that caught their attention. In turn, if you have the best solution and nobody knows about it, what good is it? If you believe you have what it takes to create change, scale a viable business, and make an impact, think about what you're doing to communicate this to your ideal investor audience.

Consider what publications they read, shows they watch, podcasts they listen to, and other content they consume. From there, reverse engineer what it would take to put you and your company into those places and spaces to end up on their radar, expand your reach, build trust, and establish credibility.

RELATED: 3 Top Ancillary Marijuana Stocks For 2022

1. Marketing and advertising challenges

Running paid ads on Facebook, Instagram, Twitter, Google, and other popular digital mediums has been a big hurdle for businesses in the cannabis industry. Many marketers believed that with marijuana going mainstream, brands would have greater reign to market on these platforms, but that's simply not the case.

Public relations helps combat this by helping cannabis companies tell their story, amplify brand awareness, build trust, and establish credibility by leveraging the power of earned media. Business leaders and subject matter experts in the industry are finding that podcasts are an effective medium for expanding reach, communicating stories and narratives, and attracting new business. More and more executives are interested in pursuing guest article opportunities to share industry insights from their unique vantage points, educate, and position themselves and their companies as a trusted resource.

RELATED: Woody Harrelson Debuts New SoCal Dispensary, Consumption Lounge Coming Soon

Attracting High Quality Talent

Talent acquisition is no easy task, especially during a period as transformative as the Great Resignation. What cannabis companies can do to leverage this opportunity is to communicate and embrace why their company's mission, culture, processes, and values are not just a win for their customers and clients, but also their team.

Utilizing mediums such as podcasting, creating original-owned media, and leveraging the power of positive public relations is an effective way to communicate, in more ways than one, who you are as a leader, what you stand for, what your team does not tolerate, what your team loves about the work they do, and everything in between.

One characteristic of a leader that employees look for is passion. If potential employees tune in and listen to you talk or watch you present at an event and see how passionate you are about the work you do, they'll feel like working with you means that their job has a purpose-something employees are placing more and more emphasis on in the workforce today.

Want to kick things up a notch? When leaders take it to social media and publicly congratulate and applaud their team individually for doing excellent work, it creates an unstoppable company culture that trickles down from top to bottom. Leaders, don't be afraid to be public about your team's internal wins. Those matter, too.

RELATED: These 6 Core Skills Make Veterans Ideal Cannabis Employees

Raising Capital

What's the secret sauce to magically raising capital? Whether you're in the cannabis industry or not, it's been situation dependent for every company and investor I've connected with. One thing that has been a common denominator in each conversation I've had with entrepreneurs in this space who have raised capital is that their investors saw, read, or listened to something about the company that caught their attention. In turn, if you have the best solution and nobody knows about it, what good is it? If you believe you have what it takes to create change, scale a viable business, and make an impact, think about what you're doing to communicate this to your ideal investor audience.

Consider what publications they're reading, what shows they're watching, what podcasts they're tuning into, and what other content they consume. From there, reverse engineer what it would take to put you and your company into those places and spaces to end up on their radar, expand your reach, build trust, and establish credibility.

RELATED: 3 Top Ancillary Marijuana Stocks For 2022