As a long-time cannabis writer, one of the top questions people ask is “How do I secure press Tcoverage for my company?” Many will hire publicists to help create newsworthy angles and pitch reporters. This is an excellent investment if your brand has the budget to support it. However, in a vertical where margins are razor-thin, many operators are left to their own devices when it comes to public relations.
People are often perplexed when it comes to cultivating relationships with journalists. In an increasingly digital world, some aren’t afraid to shoot their shots in a LinkedIn or Instagram DM. This approach is fine, but writers are often inundated with pitches, so you may not get a timely response—or any response, for that matter. It’s not personal; we just don’t have the capacity.
There are ways to break through the noise and secure coverage. After over a decade in the field, I’ve made a short list of dos and don’ts.
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Curate your pitch – and know your audience
The biggest mistake brands and publicists make is assuming their pitch is newsworthy to every reporter and publication. An outlet that focuses on consumer-facing product reviews may be interested in hearing about your new gummy flavor, but a straight news site is unlikely to be. Overall, outlets want stories that are new, interesting, and unique.
Sending a boilerplate pitch to 20 different outlets, hoping you get a bite, may not be the most effective approach. Instead, take time to research each reporter’s beat and curate a pitch around what intrigues them. Try calling out a few different things you could speak to, or reference a previous article they wrote. This personalized touch may make a world of difference.
Another tip? Be proactive about breaking news. For example: a state you operate in is debating legalization. Prepare quotes ahead of time that you can send out when the final votes are counted. Journalists typically want to turn around this news as fast as possible, and may even pre-write some of their article. If you’re quick on the draw with quotes, they may make it into the big story.
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Don’t be aggressive
Journalists are human beings. We have a lot to manage, and may not always be able to respond to every query. While we’d like to be in touch with every potential source, it’s just not possible.
Do not take it personally if a writer doesn’t accept your pitch. There could be several reasons why it didn’t make the cut: perhaps it’s not the right fit for our outlet, or maybe it landed in our spam box. You’re always welcome to circle back, but if your second message goes unanswered, let it be. Also, please do not call or text us without explicit permission to do so.
It’s also important to understand that making contact doesn’t guarantee coverage. Writers often contact multiple potential sources, and some quotes may be edited down or removed completely. Journalists typically report to editors, who may slice and dice an article before it goes live.
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Get your foot in the door with advertorials
Believe it or not, but journalism is a business. Reporters can’t do their job unless the sales team secures ads. Show your support for your favorite media and get your foot in the door by investing in advertorial or sponsored content.
These types of articles are an opportunity for you to get a targeted message across to your audience. Many read like journalism; the only difference is a sponsor or ad disclaimer somewhere on the page—and you control the narrative.
In addition to building awareness and driving traffic to your site, sponsored content can serve as a valuable SEO tool. Backlinks from reputable outlets with high domain authority can significantly boost your rankings. The impression you may leave on the outlet itself could also be impactful.
I used to get assigned a lot of advertorials. Often, these pieces would lead to earned media (also known as organic press) for the subject in the future. I would need a source for a specific story, and recall writing sponsored content ages ago about an operator who would be perfect.
Bottom line: sponsored content can have incredible ROI if executed correctly. It’s often a far more effective marketing tool than a straight ad, and could lead to unexpected opportunities down the road.
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Contribute a guest post
Much like advertorials, guest posts establish a rapport with publications. Many outlets (GreenState included) supplement their editorial calendars with this type of content. While the writer is unpaid, guest posts also help prop you up as a thought leader and subject matter expert. You may even gain a backlink or two from it.
Guest posts are unlike sponsored content in that they cannot be overtly promotional. Instead, you must take a subtle approach. We once received a guest post from the founder of a company that makes pre-roll machines. Instead of discussing all the benefits of his technology, the founder wrote about what makes a perfect pre-roll.
The article was a slam dunk: it was something our audience was interested in, it was an area of expertise for the founder, and it boosted visibility for the company without resorting to sales-y language. It was exactly the type of guest post outlets are hungry for.
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If you want to submit a guest post, follow these steps:
- Brainstorm article ideas that are relevant to both your target audience and the publication’s audience.
- Once you have a draft, reach out and share why the piece offers value to the outlet. Include the draft in your email so the editor can review.
- Do not submit it to more than one publication at a time.
- If your first choice declines, then move on to the next.
It’s not a guarantee that your submission will get published, but you miss 100 percent of the shots you don’t take. In the worst-case scenario, you repurpose your content as a blog post on your company’s website.
Securing media coverage for your company may seem like a mysterious art, but it is not rocket science. Outlets are hungry for unique and compelling ideas. If you have one, don’t be afraid to get in touch. It may take some time, but if you have the secret sauce, you’ll land a story sooner rather than later.
