PR Goes to Pot: Making Green From Repping Ganja
You’d have to be high to take on a cannabis client, right?
Not anymore. With legalization spreading and acceptance broadening (60 percent of Americans think pot should be legalized across the country, according to Gallup), cannabis is becoming big, legit business; the investment bank Cowan earlier this year predicted that the market for legal marijuana will hit $50 billion by 2026. And a once-murky “industry” is now embracing PR the way any emerging category would.
“I believe that the opportunity for marketing and communications agencies within the cannabis space will rival the dot-com era,” said Jonathan Bloom, whose San Jose agency McGrath/Power reps Tivo, Reebok, Symantec—and Constance Therapeutics, which produces whole-plant cannabis oils for medical use. “Cannabis will begin to become akin to alcohol relative to social acceptance and then marketing acceptance.”
Matt Rizzetta, founder and president of N6A in New York, agreed. “When we started in the category...
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