Adult use legalization in California has brought the cannabis industry into sharp focus in the press and publicity for the cannabis industry is now poised to grow as consumers seek to understand how the greater acceptance of this amazing plant will impact their lives. Discussions of pot are no longer relegated to culture-specific magazines such as High Times, DOPE and Stoner Magazine. As seasoned professionals, we’re here to help. But for those who want to get started pitching their products on their own, we’ve offered a few tips:

1. Know the writer's work.

Since many of the new cannabis industry writers and editors come from a non-marijuana background, take the time to get to know the work they have done/are currently doing for other media brands and learn as much as possible about their background and always try and mention this when you pitch.

2. Think outside of your market.

Stay on top of trends in other countries in your category. Canada, Israel and Uruguay are all at the forefront in the cannabis category so we love to read about what they're doing to stay ahead of the game.

3. Share your story.

Don’t craft pitches, cultivate stories! The best publicists are expert storytellers because it’s the best stories that will “sell” a media outlet on an idea.  Whether it’s the story behind the making of the product, the story behind the company founder or the story of a third party whose life was changed by your client’s product, always have plenty of stories in your arsenal.  The more you have the better, because once you have the eyes and/or ear of your media contact, its great to have a few more in your pocket to spare, in case they pass on the first. And make sure that you create the building blocks for a storytelling culture in your company that will take your business to the next level, both in branding and communication skills amongst respective departments within.

Andrea Burnett runs a lifestyle pr firm. She lives and works in Northern California with her partner, Barb their twins Ava and Sophia and their two rambunctious cats, Lyle and Rye.