In the world of cannabis-focused public relations, where trends evolve at the speed of light, it's easy to succumb to the pressure of rapid-fire communications. However, there's a profound shift happening in the realm of media relations, and it's time for brand leaders to embrace a more personalized and strategic approach in 2024.
The Slow Craft of a Well-Crafted Pitch
Recently, our Founder, Michael Mejer, went on record to share how he carved out nearly an hour and forty-five minutes to draft a pitch for a single media recipient. Now, before you gasp at the seemingly slow pace, let's delve into the rationale behind this deliberate and thoughtful process.
The key takeaway here is that effective media outreach isn't about churning out generic pitches at lightning speed. Instead, it's a meticulous dance of understanding your target audience, refining your message, and creating a pitch that resonates on a personal level.
Beyond the Blank Canvas: The Art of Research
The heart of this slow craft lies in research — a deep dive into the individuality of the media recipient. In the age of information, we have a wealth of data at our fingertips. Utilizing this treasure trove, it's a non-negotiable to invest a significant chunk of time into understanding a recipient's published content, professional background, and communication style.
This research isn't just about ticking off boxes; it's about finding the sweet spot where your story aligns seamlessly with your recipient's interests. It's about creating a connection that transcends the ordinary, transforming a pitch from a mere transaction into a genuine collaboration.
Moving Beyond "Spray and Pray"
Gone are the days of the "spray and pray" method, where generic pitches were blasted out to an extensive list of contacts in the hopes that something would stick. In 2024, the cannabis industry needs to bid farewell to this outdated approach and usher in a new era of targeted and meaningful media relations. The time invested in personalized outreach pays off in the quality and authenticity of the coverage generated. Instead of aiming for sheer quantity, focus on building relationships that stand the test of time. It's about quality over quantity, and that shift in mindset is the hallmark of good PR.
Embracing Change in 2024
As we step into 2024, the cannabis industry is at a pivotal moment. The landscape is evolving, and so should our strategies. It's time for cannabis brand leaders to recognize the power of a well-crafted, personalized pitch. This isn't just about getting coverage; it's about building lasting connections that elevate your brand in the eyes of the media.
The hour and forty-five minutes spent on that single pitch from our team wasn't a testament to inefficiency; it was a celebration of the art of personalized communication and its impact. Let's bid adieu to outdated methods and usher in a new era of media relations in the cannabis industry—one where every pitch is a thoughtful brushstroke on the canvas of your brand's narrative.
Here's to 2024, where good PR is not just a trophy but a strategic imperative. Ready to to tackle your PR strategy and execution roadmap? Let's talk!