The PR Shift: Why Cannabis Brands Must Move Beyond Cannabis-Centric Media

If you’re only chasing press in cannabis trade publications, it’s time to widen the lens. Don’t get us wrong, industry media matters (a lot). But if you want to grow your brand, your audience, and your impact, you’ve got to think bigger. Like mainstream bigger.

Today’s cannabis brands aren’t just talking to insiders. They’re talking to investors, new consumers, future employees—and they’re doing it in Forbes, Rolling Stone, and Inc. Want to build brand credibility, scale faster, and make your mark outside the cannabis bubble? You need a PR strategy that lives beyond the cannabis industry trades and taps into other channels such as hyper-local, regional, and national media. 

Let’s break down why this shift is so important and how you can actually pull it off.

Cannabis Media Is Essential, But It’s Not the Whole Game

We’ll say it louder for the people in the back: Cannabis media is still really important. Trade outlets are where you connect with your industry peers, celebrate wins, and build trust with people who know this space inside and out. If you’re launching a product, raising capital, or hiring talent within the industry, those placements are gold.

But here’s the thing, most of your untapped customers? They’re not reading those outlets.

They’re scrolling their favorite lifestyle blog. Catching up on business podcasts. Reading about sustainability, design, and wellness in places that have nothing to do with cannabis. If you’re not showing up where they are, you’re missing huge opportunities to grow your brand and move culture forward.

Why Mainstream Media Matters

1. It adds credibility.

Getting featured in respected national media sends a strong message: you’re not just a cannabis brand. You’re a brand, period. That kind of exposure helps build trust with new consumers, potential partners, and the press itself.

2. It introduces you to new audiences.

Let’s be honest, your next customer probably isn’t refreshing the home page of a cannabis trade site. But they are watching interviews, reading product roundups, and scrolling articles that align with their lifestyle. You want to meet them there.

3. It tells a complete story.

You’re more than a dispensary owner or product manufacturer. Maybe you’re a small business champion, a sustainability advocate, or a design junkie. Mainstream media gives you the space to talk about what really drives your brand, and why it matters.

So, How Do You Actually Break Out?

Getting coverage beyond the cannabis bubble takes more than a good story. You need a strategy. Here’s where to start:

1. Zoom out.

Think about how your story fits into bigger trends. Are you solving a problem other industries are facing? Are you doing something innovative with tech, wellness, equity, or design? Lead with that angle.

2. Do your homework.

Not every business or lifestyle reporter is ready for a cannabis pitch. Look for journalists who’ve covered adjacent topics, or who seem open to it. Read what they’re writing, understand what they care about, and pitch thoughtfully.

3. Show up with receipts.

Mainstream media loves data, visuals, and human stories. Have a compelling hook? Great. Back it up with stats, quotes, and examples that make your pitch irresistible.

4. Be bold (and buttoned-up).

You want to stand out, but you also want to stay compliant. Keep your tone smart, clear, and brand-aligned. Mainstream doesn’t mean boring, but it does mean buttoned-up.

This Isn’t a Trend. It’s the Future.

Here’s the bottom line: the cannabis brands leading the charge right now aren’t waiting for the world to catch up. They’re inserting themselves into the conversation and helping shape it. They’re owning space in cannabis press and landing features in major business, lifestyle, and culture outlets.

So if you’re ready to play a bigger PR game, one that builds your brand outside the echo chamber, we’re here to help you lead the way.

Let’s make some noise.