Public relations for cannabis companies
Buzz with Purpose
Professional communication for an industry in transition – we help cannabis companies to create trust, set topics and make their voice heard where it has an impact: in the media, politics and the public.
Communication that makes an impact
The cannabis industry is in the spotlight – but not always in the right one. Legal changes, social debates and rapid market changes create an environment in which communication becomes a success factor. Professional PR translates complex topics into clear messages, opens doors to the media and decision-makers and builds trust in brands where advertising reaches its limits.
Why PR is essential in the cannabis industry
Whether start-up, manufacturer or association – if you want to be taken seriously in the cannabis sector, you need a clear, credible voice. PR does not replace marketing, but creates the basis for it: reputation, trust and relevance.
We develop communication strategies that position your company in the public eye – fact-based, professional and tailored to the right target groups.
- Creating trust where advertising is limited
- Building media presence in business, politics & trade press
- Thought leadership and expert positioning
- Crisis communication & reputation management
- Securing long-term brand reputation
PR services at a glance
Our PR strategies are tailored to the specifics of the cannabis industry. We combine journalistic experience with market understanding and regulatory know-how to place your messages where they will have an impact.
Media Relations
We get your topics into relevant media – from trade press and business publications to leading media. This includes press relations, interview placements, story development and long-term relationships with editorial offices. Our goal: lasting presence instead of one-off headlines.
Strategic communication
Together, we develop core messages, positioning and storylines. This allows you to speak with one voice – whether to the media, investors or political stakeholders. We structure your communication in line with your goals and target groups.
Content & Thought Leadership
We help to make expertise visible – through guest contributions, interviews and in-depth articles. Thought leadership strengthens your reputation and establishes your company as the voice of the industry. Authentic, fact-based, credible.
Agenda Surfing & Data PR
Political decisions, industry trends, studies – we position your statements when the topic is on the agenda. We also transform internal data, reports or insights into press-ready stories that underpin your expertise.
Crisis communication
In a regulated industry, communication can quickly become tricky. We help you to prevent risks and respond professionally in the event of an emergency – with clear messages, defined processes and a secure press structure.
The path to your PR strategy
Every collaboration starts with a clear process – transparent, efficient and designed for impact:
- Day 1: Initial meeting & goal definition
- Day 10: Strategy & storyline draft
- Day 15: Media briefing & approvals
- Day 20: Start of communication & placement of first contributions
From then on, we provide you with ongoing support during implementation – with clear reporting, measurable results and personal exchanges at C-level.
Receive up to €14,000 from the state now!
PR and communication services may also be eligible for funding. Our DAO is an authorized consultant and can apply for funding from programs such as BAFA or go-digital – to effectively expand your communications budget.
This allows you to add additional measures to your PR package – virtually free of charge.
Contact for cannabis PR
Moritz Förster is one of the most experienced communications professionals in the cannabis industry. As the founder of
Moritz stands for clear messages, credible content and communication solutions with measurable impact. At 420MKT, he is responsible for Public Relations & Media Strategy.
Contact
hi@420mkt.com // LinkedIn
FAQ
Public relations (PR) is the tool that brands use to build trust, influence opinions and generate visibility. Especially in the sensitive cannabis industry, PR helps to show attitude and actively shape perception. Below we answer the most frequently asked questions about cannabis PR.
What is PR?
Public relations encompasses all measures that shape the relationship between a company and its public. In the cannabis sector, this means credible communication, education and active positioning in the media, politics and society.
Why is PR so important for cannabis companies?
As advertising is severely limited, PR is often the only way to build reach and reputation. Professional PR creates trust, opens doors to investors and decision-makers and shapes the brand image in the long term.
Which PR measures are particularly effective?
The most effective measures include media relations (press releases, interviews, specialist articles), thought leadership (guest contributions, commentaries) and agenda setting (placing topics in political and social discussions).
How long does it take for PR results to become visible?
PR is a strategic long-term measure. The first publications are often possible after a few weeks, but the sustainable development of reputation takes several months – but pays off in the long term.
What is the difference between PR and advertising?
PR works with content and trust, advertising with reach and budget. While advertising creates short-term attention, PR ensures lasting credibility and media visibility – especially in regulated industries such as cannabis.
How is PR success measured?
Typical key figures include media reach, publications, citations, engagement in social media and qualitative resonance (e.g. mentions in leading media). We create transparent reports that make the impact visible.
Which target groups does cannabis PR appeal to?
Depending on the company, these can be investors, patients, consumers, political decision-makers or industry media. A precise target group analysis is the basis of any successful PR strategy.
Can PR services be funded?
Yes, communication measures such as strategic PR, positioning or digital media work can be funded via programs such as BAFA or go-digital – up to €14,000. We will be happy to advise you.