Cannabis as a news story and an industry moved forward again this year, albeit in a rather more halting way than the last few. The volatility of the market in fact was one of the largest stories of the year, particularly after the events of this summer.
It’s Been A Wild Ride Kind Of Year
This time last year, the world was in a tizzy over the literally billions of bucks invested into a few top Canadian cannabis companies. This year, predictions are definitely a little more sober when it comes to the future of cannabis stocks. Most of the industry has taken a major beating this fall.
That said, the current correction was in the cards for just as long. What goes up, dramatically, must come down.
That said, this is not the whole picture of the industry – not by a long shot. Reform ain’t going back. Patient numbers are climbing, albeit slowly.
Here in Europe, the first and so far biggest public tender on cannabis was finally concluded in Germany with Aurora, Aphria and the cannabis company formerly known as Wayland (ICC) winning the bid lots for domestic cultivation this spring.
The British, who waffled around all year on what kind of “animal” cannabis actually is, celebrated that anniversary late in the year with a highly limited scope of coverage by the NHS.
The most interesting discussions right now are clearly emerging on the international front. Cannabis became an internationally mainstreaming commodity this year as patient numbers began to climb on the continent.
This in turn has led to the normalization of the idea at least of an export trade in cannabis not only across Europe but globally as companies target the region. Cross border cannabis companies, in other words, are a “thing” that blossomed this year – and frequently, while sometimes financed by Canadians, called another country home.
The announcement of at least the first German wholesale reference price this year will also do wonders to start to normalize prices across not only the EU but all those hoping to export here.
That in turn will have global impact.
Regulation Is Beginning to Materialize
For those who thought that higher standards were a passing fad, the events of this year, particularly of the latter half of it have confirmed one thing for sure: Regulatory muster is here to stay.
To add to the general confusion, however, international standards on medical products and even food are absolutely in the mix as countries find that standards, measurements and production processes might be similar, but on the ground, still differ. Harmonization is a word many in the cannabis industry are hearing now, and not just in the medical space, but also the food and supplements market.
The initials “GMP” are on the lips of many this year. Not to mention another exciting development the cannabis industry from abroad did not see coming and still broadly does not understand – namely Novel Food.
The War For Reform Is Being Fought On Several Fronts
Inevitably, just as in the United States, the fights in the room right now as well as legislative gridlock are focusing on some strange nitty gritty. For example, cannabidiol (CBD) is just one cannabinoid from the plant. It is a chemical substance. Yet, suddenly, in Europe, this discussion is being bogged down in pseudo-scientific discussions in the name of public policy about whether CBD is a “new kind” of food.
The structure of cannabidiol (CBD), one of 400 active compounds found in cannabis.
Ultimately this is a discussion about regulation – whether CBD and hemp production should be regulated differently than they are right now – and whether the plant should be put in a different bucket than, say, tomatoes. Or when extracted, tomato juice.
GMP is also a very strange discussion which has still not exited the stage – mostly because of the lack of uniformity internationally between Canada and European states although that is moving in the right direction.
The last issue of course, which has been looming from the Canadian side for several years, including of course all the pesticide scandals, new regulations on the cultivation of all plants for human consumption. Even German farmers are up in arms (with a recent tractor protest in Berlin that paralyzed the city).
Cannabis is in the bullseye on all fronts.
Auld Lang Syne
If there was a theme to the industry as of this summer, it was clearly that things cannot continue as they have. The CannTrust Scandal absolutely encapsulated all that is wrong with the industry.
That said, there is every reason to believe that the most egregious scandals (or at least quite so many of them) are a passing fad. Indeed, many in the industry are in fact committed to turning over a new leaf (for the new year or just because).
The good news? There is every sign of course that it will.
The end of the year is often a time for reflection when people look back at their accomplishments over the last year; and those in the cannabis industry are no different.
2017 was a year of monumental change for the cannabis industry. Riding high on a wave of electoral victories and changing public sentiment, more states than ever have legalized cannabis in some form or fashion and nations like Canada are headed down the path of full legalization.
Part of the thanks for this seismic shift in public policy and consciousness has to go to the countless women and men who have tirelessly campaigned for cannabis reform for years; but a sizable portion of that thanks must also go towards the unsung heroes of the cannabis industry: the cannabis PR firms.
Fighting on the front-lines of the war for public perception, cannabis PR firms have been essential in the reversing decades of Reefer Madness and, through constant branding and re-branding, have helped make the cannabis industry the billion dollar industry that it is today. While helping their clients achieve the branding and marketing they need, PR firms have also helped considerably in normalizing cannabis and bringing it into the mainstream lens.
So in reflection of this past year, and in thanks of those that made it happen, here’s a look at some of the top PR firms in the cannabis industry for 2017 in no particular order.
Evan Nison, Nison Co.
Evan Nison is the founder & chief executive officer of Nison Co. and Co-Founder of Whoopi & Maya. Nison Co. has over 1,800 active relationships with reporters and reviewers that cover cannabis. In 2017, the company grew to over 30 industry leading cannabis clients and 7 full time staff and 8 part time staff focusing exclusively on the cannabis industry.
Evan Nison, founder & chief executive officer of Nison Co.
Nison is the youngest member of the board of NORML, and sits on the Board of Directors of Students for Sensible Drug Policy. In 2016 he helped launch Whoopi & Maya, a women-centric medical cannabis company with actress Whoopi Goldberg and edible maker Maya Elisabeth and currently acts as its chief financial officer.
During the 2016 US Presidential Election, Evan pressed Hillary Clinton for her stance on marijuana legalization on Good Morning America during a live town hall event.
Evan has been mentioned in news sources such as the NY Times, Politico, USA Today, NBC New York, Bloomberg TV, Forbes, and has been profiled in the Ithaca Times, Home News Tribune, the Cannabist/Denver Post, and the Sun Times. He also received the 2011 NORML Student Activism Award and High Times Freedom Fighter Award for his advocacy.
Cannabis industry PR achievements worthy of note:
Co-founder of Whoopi & Maya
Executive Director of NORML NJ, in a state where cannabis could be on the path to legalization shortly.
Drug law reform efforts in Students for Sensible Drug Policy, NORML and others.
2017 PR achievements worthy of note:
Success with public companies across the cannabis space.
Over 1,200 published stories for cannabis clients in 2017
Grew to over 30 clients in cannabis, over 1,800 active relationships with reporters and reviewers that cover cannabis
Cynthia Salarizadeh, Salar Media Group
Cynthia Salarizadeh, founder and chief executive officer of Salar Media Group
With more than 15 years in public and media relations, Salarizadeh has made waves in her short time in the cannabis industry and has helped start multiple successful companies and organizations, such as Green Market Report and Industry Power Women.
As the founder and chief executive officer ofSalar Media Group, Salarizadeh has worked with some of the top cannabis firms in the industry, including the likes of BiotrackTHC, CannaRegs, Inc., Cannabis Benchmarks, Humboldt’s Finest, MassRoots, Inc., Tikun Olam USA, ebbu, Julian Marley’s JuJu Royal, Frontera, Marijuana Investor Summit, Cannafundr, The Marijuana Show, Weed for Warriors Project, CannaMoms, Robert Hoban and 99 High Tide.
In 2017, Salarizadeh shook both the world of cannabis and fast food when Green Market Report published a study she wrote analyzing the fast food habits of cannabis users. The report became a viral sensation overnight, sent up shares in McDonald’s up by .58% (approximately $3.55) and became the topic of discussion in universities around the country and as well as McDonald’s headquarters. Stories for her clients have been mentioned on CNBC, Fox Business, Yahoo Finance, Entrepreneur, Forbes, Inc, Playboy and Fortune.
Cannabis industry PR achievements worthy of note:
Launched and assisted in managing full scale event execution for the Marijuana Investor Summit 2014 – the first investor summits of its kind for the industry.
Launched Cannafundr 2014 (editor and chief of the news section and pr director – acquired by MJIC in 2015).
Co-founded Industry Power Women 2017.
2017 PR achievements worthy of note:
Managed the launch of Israel’s, and the world’s, original cannabis company Tikun Olam in the USA as the lifestyle brand Tikun.
Launched the first brand to be recognized in the media as “America’s Craft Cannabis” out of Humboldt – Humboldt’s Finest.
Responsible for one of the largest cannabis news stories of 2017, the McDonald’s-food habits of cannabis consumers campaign, raising their stock price and becoming a viral sensation.
Gaynell Rogers, Bond & Moroch
Twice a cancer survivor, Gaynell Rogers was first recruited into the cannabis industry by Harborside’s Steve DeAngelo in 2009. Since then, she has grown to become recognized as one of the leading voices in the cannabis industry.
As the director and developing partner ofBond & Moroch, Rogers works with veritable list of who’s who in the cannabis industry; including Hoban Law Group, one of the first national law firms to specialize in the cannabis industry.
Gaynell Rogers, director and developing partner of Bond & Moroch
Although Rogers is perhaps best known for securing the creation of the very first cannabis-related reality show, “Weed Wars” on the Discovery Channel, she has also been responsible for countless cover stories de-stigmatizing cannabis that have appeared on the pages of the New York Times, Washington Post, and more.
In 2017, Rogers helped make history when she worked with Hoban Law Group to create the first-ever national cannabis television commercial. Her clients also include the 420 Games, New West Summit, Power Plant Fitness and Harborside.
Cannabis industry PR achievements worthy of note:
First national publicist for Arcview Group, Harborside and Steve DeAngelo.
Responsible for a number of major cannabis news stories in The NEw York Times and Washington Post.
Secured the creation of the very first cannabis-related reality show, “Weed Wars” on the Discovery Channel
2017 PR achievements worthy of note:
Made history with getting the first-ever national cannabis TV commercial on air with the Hoban Law Group.
Success of 2017 New West Summit and 420 Games
KCSA Strategic Communications
KCSA Strategic Communications, a fully-integrated communications agency specializing in public relations, investor relations, social media and marketing, has been working with clients in the cannabis space for more than five years, and has deep institutional knowledge as well as access to decision makers, investors, entrepreneurs and analysts who are writing the rules for this new marketplace.
Lewis Goldberg, managing partner at KSCA
As a result, in 2017 KCSA launched a dedicated KCSA-Cannabis website as well as launched “The Green Rush,”a weekly, 30-minute show dedicated to the business of cannabis. Hosts KCSA Managing Partner Lewis Goldberg and Managing Director Anne Donohoe speak with reporters, entrepreneurs, lawmakers, investment bankers, CEOs, and investors.
KCSA represents a dozen public and private cannabis companies, accounting for nearly $1B in market cap and $100M in annual sales across the entire supply chain in WA, NV, NJ, CA and CO. The company will also be moderating the “Cannabis and the Capital Markets” speakers series at the Cannabis World Congress & Business Expo events in 2018. Their mix of traditional PR and IR services has helped professionalize communications efforts of many cannabis business players and has helped move the industry forward in the financial sector considerably.
Cannabis Industry PR Achievements worthy of note:
IR Work with Terra Tech
Key clients also include: Kush Bottles, 4Front Ventures, Medicine Man Technologies and Golden Leaf Holdings
Their client base grew to span the entire supply chain, from growers, refiners and dispensaries, to ancillary product companies and consulting firms.
2017 PR achievements worthy of note:
Launched “The Green Rush” Podcast
Terra Tech’s marked success in expanding the cannabis segment of their business, accounting for 86% of total revenues in the third quarter of 2017.
They have helped their clients secure speaking slots at the major conferences and trade shows.
The Rosen Group
Established in 1984 and headquartered in New York City, The Rosen Group has been working in cannabis since the inception of adult-use in Colorado to bring cannabis messaging to the national stage, collaborating with mainstream and industry media outlets and working with brands to cement positioning as thought leaders.
Shawna McGregor, senior vice president, The Rosen Group
TRG partners with brands to expand into emerging markets while educating target audiences and conveying critical narratives. Cannabis clients include infused products producers such as Wana Brands and Next Frontier Biosciences, cultivators and dispensaries such as L’Eagle Services, industry associations such as Cannabis Business Alliance and professional services such as Urban-Gro.
With strong roots in the cannabis, business, technology, agriculture, food & beverage and entrepreneurial sectors, TRG has a tremendous breadth of experience developing and implementing impactful communications plans, strategies and tactics. TRG clients receive customized, personal service and strategic initiatives specific to their goals and objectives via aggressive, 360-degree communications campaigns to maximize coverage.
Cannabis industry PR achievements worthy of note:
Senior Vice President Shawna Seldon McGregor, who founded the Denver office in 2012, was honored with The Cannabist Award for Best Firm in 2016.
TRG has helped to position Wana Brands co‐owner Nancy Whiteman as one of the foremost thought leaders in cannabis. Inc.’s May 2017 issue declared Nancy “The Queen of Legal Weed.”
TRG successfully positioned Urban-Gro in front of cannabis producers, potential investors, and industry and mainstream publications through strategic thought leadership, brand messaging and media outreach.
2017 PR achievements worthy of note:
TRG helped to position L’Eagle as a leading voice on sustainability for the cannabis industry through speaking engagements and in over 200 features and articles reaching an audience of over 200 million.
Since signing on with Next Frontier Biosciences in June 2017, TRG helped get coverage in more than 60 news outlets reaching an audience of over 193 million.
For the Cannabis Certification Council (CCC), TRG leveraged the 2nd annual Cannabis Sustainability Symposium to secure more than 40 media placements for the Symposium’s speakers, sponsors and attendees.
Jennifer Price, Potnt Agency
Potnt Agency is a public relations and integrated marketing communications agency headquartered in San Francisco, California, with offices in Reno, Nevada and Charlotte, North Carolina. The firm has deep expertise in cannabis and hemp markets with extensive knowledge of cannabis history, products, science, innovations, politics, legal compliance and best business practices.
Jennifer Price, founder and lead communications strategist, Potnt
Potnt is led by Founder and Lead Communications Strategist, Jennifer Price, who has over 24 years of experience in public relations, product promotion and event marketing experience in consumer, tech, B2B and investor relations practices.
Facilitated one of the first multi-page features on cannabis in Playboy Magazine, “The White-Collar Future of Weed” -this article included four of Potnt’s clients and was focused on a new generation of entrepreneurs aiming to revolutionize America’s cannabis industry.
Worked in partnership with HelloMD and Amanda Reiman, PhD, MSW, former lecturer in the School of Social Welfare at UC Berkeley, to promote a groundbreaking study on cannabis use as a substitute for opioid and non-opioid based pain medication
2017 PR achievements worthy of note:
Assisted in managing full scale event execution for the New West Summit 2017, the first conference to focus exclusively on the disruptive developments in technology, investment and media within the cannabis space.
These are a handful of some of the most valuable public relations experts the cannabis industry has to offer. There are many more unsung heroes in the cannabis legalization movement that work tirelessly to improve the image of our industry and support businesses in need of exposure. Next time you see a cannabis public relations expert, give them a big thank you.
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Here in Europe, the first and so far biggest public tender on cannabis was finally concluded in Germany with Aurora, Aphria and the cannabis company formerly known as Wayland (ICC) winning the bid lots for domestic cultivation this spring.
This in turn has led to the normalization of the idea at least of an export trade in cannabis not only across Europe but globally as companies target the region. Cross border cannabis companies, in other words, are a “thing” that blossomed this year – and frequently, while sometimes financed by Canadians, called another country home.
To add to the general confusion, however, international standards on medical products and even food are absolutely in the mix as countries find that standards, measurements and production processes might be similar, but on the ground, still differ. Harmonization is a word many in the cannabis industry are hearing now, and not just in the medical space, but also the food and supplements market.
