With nearly half of Americans having tried cannabis and the market approaching $45 billion, the old playbook no longer works. We asked five respected agencies what cannabis operators need to know about PR and marketing in 2026 — and how to make every dollar count.
1. Build credibility before chasing visibility
Stop asking “How do we get more attention?” and start asking “How do we earn more trust?” Brands that focus on building credibility through consistent, authentic actions — not just flashy campaigns — create a foundation for sustainable growth. When trust accumulates, the right kind of attention follows naturally.
Green Lane Communication emphasizes credibility can’t be bought or faked. It’s earned through truth, accountability, and respect.
2. Plan your next 90 days, and stay flexible
Create a 30-60-90-day communications roadmap that’s disciplined enough to drive consistent messaging but flexible enough to pivot when regulations shift or news breaks. In cannabis, where the landscape changes constantly, this strategic framework keeps teams prepared, spokespeople ready, and campaigns on track even when challenges hit fast.
KCSA Strategic Communications points to preparation and strategic thinking — not reactive scrambling — as the difference between surviving and thriving in regulated markets.
3. Share data to drive better results
Companies that share Google Analytics, sales data, and customer insights with their agency partners unlock truly powerful campaigns. When both sides can see what’s working (and what’s not), it becomes easier to spot problems early, adjust course quickly, and optimize for real business outcomes instead of vanity metrics.
Maverick Public Relations advocates for SMART (Specific, Measurable, Achievable, Relevant, Time-bound) strategies powered by transparency, shared analytics, and clear performance benchmarks.
4. Talk to customers consistently
It sounds simple — almost too simple — but consistent customer conversations reveal patterns you’d never spot in a dashboard. What problems are customers trying to solve? What language do they actually use? Why did they choose your product or service? Performed consistently over months, these conversations become an unfair competitive advantage that shapes better products, sharper messaging, and stronger positioning.
Pisgah Peaks Ventures calls this the most overlooked opportunity in cannabis marketing and insists the dividends compound over time.
5. Wire campaigns for attribution
Connect your marketing efforts directly to ecommerce, point-of-sale, and customer relationship management systems so you can track actual business impact, not just impressions or clicks. Even earned media can be measured through branded search lift, affiliate links, and signup spikes. Attribution turns marketing from guesswork into a growth engine.
Surfside emphasizes data-driven attribution reveals marketing’s true contribution to revenue and retention.
Ready to go deeper?
Each of these agencies shared detailed insights about measuring return on investment, navigating consumer trends, building brand stories, and more. Explore all five interviews to see how experienced practitioners are rethinking cannabis marketing for the next era of growth.
Cannabis PR: Common questions operators ask
-
What is earned media?
Earned media is coverage gained through relevance, credibility, and strong media relationships, not paid placements or advertorials. Sometimes called “organic content,” it reflects trust earned from editors and audiences rather than visibility purchased through advertising.
-
How is cannabis PR different from other industries?
Cannabis PR operates under stricter regulations, platform limitations, and persistent stigma. That reality requires greater preparation, disciplined messaging, and a clear understanding of editorial standards to avoid missteps that can damage credibility or invite scrutiny.
-
Can PR performance be measured?
Yes. While publicity is not always transactional, its impact can be measured through attribution signals such as branded search lift, referral traffic, lead quality, media-assisted conversions, and changes in customer acquisition or retention over time.
-
Should cannabis companies handle PR in-house or work with an agency?
The right approach depends on scale, internal expertise, and business goals. Many cannabis companies use agencies or fractional teams to access experienced leadership, media relationships, and strategic guidance without overbuilding internal staff.
-
What is the most common PR mistake cannabis brands make?
Chasing attention before credibility. Brands that prioritize visibility without preparation often undermine trust, waste resources, and damage long-term positioning. Effective PR starts with readiness, clarity, and alignment with business goals.
