Newsjacking in Cannabis: How to Responsibly Ride the Media Wave

Timing is everything, especially in cannabis public relations (PR). When a news story breaks, you’ve got a narrow window to insert your voice and boost brand visibility. That’s the power of newsjacking. But in cannabis, a highly regulated and often misunderstood industry, there’s a fine line between smart media strategy and tone-deaf opportunism.

Done right, newsjacking can position your brand as a credible thought leader. Done wrong, it can backfire fast. At Green Lane Communication, we’ve helped cannabis companies land timely, strategic coverage in industry trade and mainstream publications. Here’s how to tap into the news cycle without losing your message (or your integrity).

What Is Newsjacking, Really?

Newsjacking is the practice of aligning your brand or spokesperson with a trending news story to gain media traction. You offer a fresh angle, an expert take, or valuable insight that helps the public (and reporters) understand what’s happening.

In cannabis, this can be tricky. You’re not just competing with mainstream brands; you’re navigating stigma, compliance, and a fragmented media landscape. So before you jump into a trending story, stop and ask: Is this the right moment?

Know When to Jump In

Not every headline is your moment. The best newsjacking happens when there’s a clear, authentic link between the story and your expertise. If your voice doesn’t add value, it’ll feel forced, or worse, exploitative.

Ask yourself:

• Does this topic directly affect my business or audience?

• Can I offer a unique or expert perspective?

• Is this a story I’d want to be remembered for?

If the answer’s yes, you’ve got a green light. If not, sit it out. Chasing headlines that don’t align with your brand can erode trust fast.

Stay Fast, Not Frantic

Speed matters. News cycles move fast, and if you wait too long, the moment passes. But don’t confuse urgency with panic. Having a system in place lets you move quickly and responsibly.

Here’s what works:

• Assign a “news scout”: someone on your team who monitors headlines and flags opportunities.

• Build an expert bench: a short list of leaders or advisors who can respond quickly with quotes or takes.

• Have assets ready: bios, headshots, and talking points should be up to date and easy to send out fast.

With a little prep, you can jump on the right story without scrambling.

Own Your Voice

Authenticity is everything in cannabis. You don’t have to be neutral, but you do have to be real. The media, and your audience, can spot a stunt from a mile away.

Be bold, but stay aligned with your mission and values. If your brand is all about wellness and access, don’t weigh in on regulatory crackdowns unless you’ve got a meaningful stake. If you're a policy expert, speak with authority, but don’t spin if you’re just speculating.

Avoid These Pitfalls

Even seasoned brands slip up. Here are a few common missteps you’ll want to avoid:

• Hijacking tragedy. If the story involves harm, loss, or trauma, tread carefully. Unless you’re offering meaningful help, stay quiet.

• Overextending your brand. Don’t stretch your relevance just to get a mention. It dilutes your message.

• Ignoring your audience. Newsjacking isn’t just for media hits. It should strengthen your brand’s position with the people who matter—your customers, partners, and community.

  
  

Keep It Compliant

This isn’t optional. In cannabis, every public statement should go through a compliance lens. Whether you're in a medical or adult-use market, regulations vary, and so do the risks.

Before you go public, check that:

• Any medical claims are backed by facts and approved language.

• You’re not promoting products in restricted ways.

• Your spokesperson knows what not to say, especially about laws and safety.

  
  

Make Newsjacking Part of Your PR Strategy

Newsjacking shouldn’t be random. When it’s part of a larger media strategy, it’s more effective and less risky.

At Green Lane Communication, we build thought leadership that helps cannabis brands stay visible, credible, and consistent. That means identifying your core messages, preparing your spokespeople, and tracking the news for smart, on-brand moments to shine.

Newsjacking can boost your cannabis brand, but only if it’s done with intention. Be fast, be smart, and above all, be real. The goal isn’t just to get quoted. It’s to own your voice in the moments that matter.

Ready to build a media strategy that moves with the news cycle and strengthens your brand? Let’s talk.