I’ve attended several conferences where attendees sit in on a panel session that preaches: “You need to humanize your media outreach efforts.” Everyone nods, scribbles it in their notebook, maybe even posts about it on LinkedIn. Then, the minute they get back to their laptop, they fire off the same rigid, jargon-filled, overly formal emails that make journalists sigh.
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After one conference session like this, I had a gentleman walk up to me and ask, “So, I totally get that we need to be more human. But like, how exactly do we do that in the context of sending a pitch?” The phrase “humanizing your media outreach” sounds good and makes sense, but rarely do folks explain what it actually means or how to do it.
Humanizing your outreach isn’t about dropping emojis into your pitch to make them look like an iMessage. It’s about sounding like an emotional, thinking, breathing human who understands a journalist’s world and respects their time.
In cannabis, where the industry is still raw, fast-moving, and wildly misunderstood, genuine human connection is the difference between mutually beneficial relationships and one-off transactional interactions.
Here are seven examples of what it means to humanize your media pitching efforts.
Reference Their Work Thoughtfully, Not Creepily
Journalists can smell copy-pasted flattery from outer space. “Loved your recent article” is meaningless. Anyone can write that. Instead, say something that proves you actually read it and understand why it matters.
Try:
“Your piece on New York’s enforcement issues raised a point most operators don’t want to admit. Our team is living it right now, and we’re seeing an unexpected trend in consumer behavior as a result.”
This works because:
- It’s specific
- It’s relevant
- It creates a bridge between their work and your message
It doesn’t feel like flattery. It feels like collaboration.
Drop the Corporate PR Voice (It’s Killing You)
If your pitch feels like the cannabis version of a MyPillow ad, scrap it. Journalists want information, not infomercials.
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Instead of:
“We are thrilled to launch…”
Try:
“I wanted to give you a quick heads up on something that’ll get your edible-loving readers (and team members) excited!”
Or:
“In the attached report, there’s a trend we’re seeing behind the counter that offers a contrarian outlook on your recent article about average order size in Nevada.”
Be Honest About What You Do & Don’t Know
People tend to panic when they don’t have every number or answer ready to go if a journalist asks an unexpected question. Journalists respect transparency far more than made-up lies to portray perfection.
Examples:
“We don’t have Q4 predictions finalized just yet, but here’s what the early data suggests.”
“The founder is traveling today, but I can get that quote to you by 10 a.m. your time tomorrow. Would that work with the deadlines you’re up against?”
Humanizing is admitting you’re human, not some pushy, overly polished, content marketing factory.
Share the Real Story Behind the Story
Journalists crave texture. Context, friction, and real-world impact help them pick up what you’re trying to put down. Make it easy for them to see the big picture.
Try:
“This wasn’t a planned product launch. Customers kept asking budtenders for a lighter dose option, so the team went back to the lab and started experimenting. Two years, $3M, five Harvard-Grad scientists, and one double-blind placebo study later, we’re launching….”
Apply details and context to steer your message away from marketing talk, to narrative development.
Show Humility (It’s Wildly Underrated in Cannabis)
The cannabis industry is full of big claims. Humility is what takes you from “just another company begging for spotlight” to “this feels real and worth telling.”
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Examples:
“We tried this six months ago and completely missed the mark. Here’s what we changed that finally moved the needle.”
“This is still messy. We’re figuring it out in real time just like everyone else.”
Humility signals credibility. Credibility earns coverage.
Offer Value With Zero Expectation
The quickest way to a journalist’s heart is to genuinely give them something useful without expecting anything back.
Try:
“Not for a story. Just passing along a chart we pulled on infused beverage sales that might help with future trend pieces.”
Or:
“You mentioned needing more expert sources on testing regulations. Here are two great ones whenever you need them.”
Let’s bring it back to the basics for a moment. It’s called media relations, not media transactions.
Adapt to Their Cues Like a Real Human
Pushy PR people bulldoze and only have their interests in mind. Humanized communicators will read the room and put their wants and needs last.
Example:
“I know you said you were interested in connecting this week, but if you’re bogged down covering the recent hemp ban and something came up, I totally get it. Happy to circle back in a few weeks when time allows.”
It’s not about you; it’s about making their already hectic schedules easier to manage.
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The Real Secret: Humanization Is About Empathy, Not Effort
You can personalize a pitch without pouring your heart out. You can be professional without being stale. You can be concise without sounding like a choppy internet connection.
Humanizing your outreach comes down to putting yourself in the other person’s shoes:
- What does the journalist care about
- What are they juggling
- How can you help them do their job better, easier, and more effectively
- What context can you give that proves this story is meaningful and newsworthy
When you approach pitching like a human talking to another human and not a brand yelling into the void, everything changes. You become memorable, credible, and someone journalists actually want to hear from and reach out to.
*This article was submitted by an unpaid guest contributor. The opinions or statements within do not necessarily reflect those of GreenState or HNP. The author is solely responsible for the content.