Cannabis and Public Relations
Ever since legalization took place on October 17, 2018, branding and promotions in the cannabis industry has become quite the challenge for public relations professionals. As a PR consultant, working in a regulated industry like cannabis means thinking outside of the box when it comes to marketing and branding for clients.
Health Canada’s strict regulations towards the highly complex and regulated cannabis industry largely impact public relations and marketing efforts. It is tricky to navigate the industry when you have to abide by rules of the Cannabis Act.
Under The Act, it is prohibited to promote cannabis or cannabis accessories by means of testimony or endorsement, or by means of depicting a person, character or animal, whether real or fictional. This means that celebrity endorsements of cannabis brands, or even the use of cartoon characters are prohibited under the Cannabis Act. The Act also “prohibits marketing which presents a way of life such as one that includes glamour, recreation, excitement, vitality, risk or daring.” Companies are essentially prohibited from speaking about their products in any positive or negative manner. With these restrictions, Licensed Producers are struggling to find a way to stand out but public relations agencies can help get these messages out.
What Easy Consulting Studio can do for cannabis brands
Public relations professionals and consultants need to rely on creative strategies to reach consumers. A creative and clear communications strategy is the most effective way to amplify a brand’s message. PR professionals need to create positive stories that engage and compel consumers without implicitly selling products or evoking a lifestyle.
In the cannabis sphere, a public relations consultant will develop a creative media strategy that provides brand building, awareness, and recognition. With the media landscape continuing to change everyday and a number of entrants to the industry looking for coverage to make a mark, Easy Consulting Studio focuses on pitching unique story angles in non-traditional ways.
How can we help your cannabis brand?
Easy Consulting Studio builds cannabis brands through public relations and social media, along with marketing and communications strategies that help clients achieve short-term or long-term goals. We’ll work with you to develop your brand from the ground up.
PR will be essential for success in the cannabis industry. A proper public relations plan can help licensed producers and Canadian cannabis companies communicate the benefits of their products and services to potential consumers, investors, and business partners.
Easy Consulting Studio is available for public relations and social media strategy work, brand building, influencer campaigns, and communications plans in the cannabis sphere.