Cannabis Media Spotlight Series: Q&A with Krystina Skibo, Trade Managing Editor, Cannabis Regulator

Welcome to the Cannabis Media Spotlight Series! We created this Q&A series to celebrate the incredible work that reporters, editors, and podcast hosts do to shed light on the cannabis industry. Their insights and stories play a vital role in shaping how this space is understood and appreciated by the world.

Our goal is to highlight their journey, their expertise, and the meaningful impact of their work.

This week we're featuring Krystina Skibo, Trade Managing Editor of Cannabis Regulator. Learn more about Krystina and her involvement in shaping the cannabis industry via journalism and read the complete Q&A below.

What inspired you to start covering the cannabis industry, and how has your perspective evolved since you began?

I began covering the cannabis industry about five years ago when the company I worked for wanted to get involved in this up-and-coming market. I knew close to nothing at that point, and over the years as I've been educating my readers, I've also gained insight into the variety of issues that plague each state surrounding cannabis. It's given me a drive to continue to learn as much as I can so that I can truly be an advocate in this industry.

What does a typical day look like for you as a journalist/editor/podcast host in the cannabis space?

I begin my day by looking at the news for anything cannabis-related. If there's a story of interest, I begin reaching out to any contacts I have for more information and quotes to write my own story. I also sometimes receive pitches, which is super helpful, and then I can coordinate interviews from there.

What are some of the most compelling trends, stories, or issues in the cannabis industry right now that you think deserve more attention?

I just recently wrote an article on the lack of access medical patients are receiving in Illinois. While medical patients pay less taxes than adult-use consumers, there are very few medical dispensaries compared to adult-use stores and they're not evenly spread out across the state - making it difficult for medical patients to buy cheaper marijuana without driving for hours. The sad reality of this is the fact that adult-use dispensaries are the only ones being granted licenses right now.

What advice would you give to cannabis businesses or PR professionals hoping to connect with you or pitch their stories effectively?

Don't be afraid to email or call me! I'm always open to pitches. Even if the story idea isn't relevant, I'll still keep your contact information in case the idea or company you're pitching can be of use in the future.

What’s been one of the most memorable stories or moments in your career covering cannabis so far?

I can't choose just one. I've covered a few different minority and social equity-owned dispensaries over the years, and each one comes forth with a unique story of how they made it through all the difficulties and stigma surrounding cannabis. They're all such hard workers and every one of their stories deserves to be told.