Amplify Your Voice: Why Every Brand Needs a PR Strategy Before Q4

Kayla Mejer
Aug 12
3 min read

Q4 is the loudest quarter of the year. Every brand is fighting for attention, media coverage spikes, and consumer spending hits a seasonal high. If you’re in cannabis, that means one thing: you can’t afford to wing it. To win in Q4, your brand needs a PR strategy. And it needs one now.

We’ve seen firsthand what happens when companies wait too long to invest in PR. Spoiler: they miss out. But when brands lock in their strategy early, they don’t just stay relevant, they lead the conversation.

Here’s why now is the moment to act, and how an intentional Q4 PR strategy sets your cannabis business up for a stronger close… and a smarter start to next year.

Q4 Moves Fast. So Should You.

By the time fall rolls around, most media calendars are already packed. Editors are finalizing year-end roundups, holiday gift guides, and Q1 forecasts. The sooner your brand gets on their radar, the better your chances of landing valuable coverage.

If you’re waiting until October to pitch a Q4 story, you’re already too late. Reporters plan ahead. So should you.

Building a solid PR strategy now gives you time to:

Craft sharp, timely pitches
Position your leadership team as experts
Secure meaningful earned media
Prep for reactive opportunities when industry news breaks

The cannabis sector doesn’t slow down in Q4, it speeds up. Be ready to move with it.

The Media Wants Cannabis Stories. But Only the Best Ones.

The stigma around cannabis is fading fast, and mainstream media knows it. But they’re not looking to cover every cannabis brand. They want compelling stories, fresh data, bold opinions, and trusted experts.

That’s where a smart PR partner comes in.

At Green Lane, we don’t just chase press. We shape narratives. We position your brand and executives as go-to resources in the space—people who have something real to say and the credibility to back it up.

Our team builds relationships with journalists year-round, so when they’re looking for a Q4 cannabis angle, we know who to call, and what they’re likely to cover. From trend forecasting to retail commentary to policy insights, we help clients insert their voice into the right conversations at the right time.

PR Drives More Than Coverage. It Builds Brand Equity.

A Q4 PR strategy isn’t just about landing clips. It’s about growing visibility, building trust, and strengthening your brand’s long-term reputation.

The cannabis industry is crowded. But PR can help you:

Stand out from competitors
Increase search visibility
Boost investor confidence
Attract partners and top-tier talent
Own your narrative instead of reacting to others’

When you consistently show up in the press with purpose, you earn more than headlines. You earn mindshare—and market share.

Your Story Deserves a Bigger Stage

Whether you’re planning a product drop, expanding into new markets, or wrapping a milestone year, Q4 is the time to shout about it. But no one will hear you if you don’t amplify your voice.

Here’s what locking in your Q4 PR strategy looks like:

Messaging & Positioning: Define your narrative. What’s your edge? What makes you relevant right now?
Executive Visibility: Get your leaders media-trained and ready. Authentic thought leadership wins attention.
Pitch Development: Craft angles that align with current news cycles and media interests.
Proactive Outreach: Get in front of editors before their calendars fill up.
Reactive Readiness: Be prepped to jump on breaking news with expert commentary.

It’s not about getting loud. It’s about getting intentional.

Don’t Let Q4 Happen To You

The cannabis brands that win in Q4 don’t wait for media coverage. They create it.

If you want results that drive awareness, credibility, and growth, don’t wait until October to think about PR. Start now. Build a plan. Work with experts who know how to get your story in front of the right eyes.

At Green Lane Communication, we help cannabis brands show up stronger and stand out sharper. Let’s make sure your voice is heard before the year closes—and long after.

Ready to own Q4? Let’s talk strategy.