5 Essential Strategies from Leading Cannabis PR Agencies

With nearly half of Americans having tried cannabis and the market
approaching $45 billion, the old playbook no longer works. We asked five
respected agencies what cannabis operators need to know about PR and
marketing in 2026 — and how to make every dollar count.
1. Build credibility before chasing visibility

Stop asking “How do we get more attention?” and start asking “How do we
earn more trust?” Brands that focus on building credibility through
consistent, authentic actions — not just flashy campaigns — create a
foundation for sustainable growth. When trust accumulates, the right kind
of attention follows naturally.

*Green Lane Communication* emphasizes credibility can’t be bought or faked.
It’s earned through truth, accountability, and respect.

*→* *R**ead the full interview *
2. Plan your next 90 days, and stay flexible

Create a 30-60-90-day communications roadmap that’s disciplined enough to
drive consistent messaging but flexible enough to pivot when regulations
shift or news breaks. In cannabis, where the landscape changes constantly,
this strategic framework keeps teams prepared, spokespeople ready, and
campaigns on track even when challenges hit fast.

*KCSA Strategic Communications* points to preparation and strategic
thinking — not reactive scrambling — as the difference between surviving
and thriving in regulated markets.

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3. Share data to drive better results

Companies that share Google Analytics, sales data, and customer insights
with their agency partners unlock truly powerful campaigns. When both sides
can see what’s working (and what’s not), it becomes easier to spot problems
early, adjust course quickly, and optimize for real business outcomes
instead of vanity metrics.

*Maverick Public Relations* advocates for SMART (Specific, Measurable,
Achievable, Relevant, Time-bound) strategies powered by transparency,
shared analytics, and clear performance benchmarks.

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4. Talk to customers consistently

It sounds simple — almost too simple — but consistent customer
conversations reveal patterns you’d never spot in a dashboard. What
problems are customers trying to solve? What language do they actually use?
Why did they choose your product or service? Performed consistently over
months, these conversations become an unfair competitive advantage that
shapes better products, sharper messaging, and stronger positioning.

*Pisgah Peaks Ventures* calls this the most overlooked opportunity in
cannabis marketing and insists the dividends compound over time.

*→* *Read the full interview *
5. Wire campaigns for attribution

Connect your marketing efforts directly to ecommerce, point-of-sale, and
customer relationship management systems so you can track actual business
impact, not just impressions or clicks. Even earned media can be measured
through branded search lift, affiliate links, and signup spikes.
Attribution turns marketing from guesswork into a growth engine.

*Surfside* emphasizes data-driven attribution reveals marketing’s true
contribution to revenue and retention.

*→* *Read the full interview *
Ready to go deeper?

Each of these agencies shared detailed insights about measuring return on
investment, navigating consumer trends, building brand stories, and more.
Explore all five interviews to see how experienced practitioners are
rethinking cannabis marketing for the next era of growth.
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Cannabis PR: Common questions operators ask

1. What is earned media?

Earned media is coverage gained through relevance, credibility, and
strong media relationships, not paid placements or advertorials. Sometimes
called “organic content,” it reflects trust earned from editors and
audiences rather than visibility purchased through advertising.
2. How is cannabis PR different from other industries?

Cannabis PR operates under stricter regulations, platform limitations,
and persistent stigma. That reality requires greater preparation,
disciplined messaging, and a clear understanding of editorial standards to
avoid missteps that can damage credibility or invite scrutiny.
3. Can PR performance be measured?

Yes. While publicity is not always transactional, its impact can be
measured through attribution signals such as branded search lift, referral
traffic, lead quality, media-assisted conversions, and changes in customer
acquisition or retention over time.
4. Should cannabis companies handle PR in-house or work with an agency?

The right approach depends on scale, internal expertise, and business
goals. Many cannabis companies use agencies or fractional teams to access
experienced leadership, media relationships, and strategic guidance without
overbuilding internal staff.
5. What is the most common PR mistake cannabis brands make?

Chasing attention before credibility. Brands that prioritize visibility
without preparation often undermine trust, waste resources, and damage
long-term positioning. Effective PR starts with readiness, clarity, and
alignment with business goals.