Hot Off The Press

The cannabis industry moves quickly. New product categories explode overnight, consumer tastes shift, and social trends hit the market long before brands have time to prepare. It’s tempting to chase all of it. But while trend-chasing can create short bursts of attention, it rarely creates a brand people stick with.

As the cannabis industry moves from niche to mainstream, the role of public relations is evolving more rapidly than ever. It is no longer enough to land a single story and hope it moves the needle.

Marketing in cannabis isn’t for the faint of heart. Traditional ad channels are blocked, social media rules change overnight, and compliance adds friction at every turn. That leaves most brands stuck in a familiar debate: should you lean into earned media or pay to play?