Media and Journalism: What’s the Difference and Why it Matters for the Cannabis Industry - a podcast by Soil To The Oil Media
from 2021-06-16T19:32:26
Season 3 just keeps bringing the heat! Join Kristen and Brett as they tackle one of the biggest pieces of the cannabis industry ecosystem - FAKE NEWS
In this episode we talk about a lot of the nuances between journalism, media, and public relations in the cannabis space. In cannabis, we have a ton of media and very little journalism. We are also stuck with rampant publicity without regard to the other pillars of PR - Crisis Communications, Risk Mitigation, and Reputation Management.
Kristen talks about her experiences of being on a “40 under 40” list, and how things have changed from the days of merit being the defining factor to be on a list like that compared to the 'pay to play' setup that seems to be prevalent today. We also break down some of the defining characteristics of what it takes to get true earned media coverage vs the current model that is predicated on who can afford it rather than who deserves it. Brett’s PR background comes into play here as our pair of hosts dig into some of the ethics and morals that seem to be largely lacking in the current cannabis coverage landscape, and how you can succeed despite them.
All of this culminates into an in depth discussion on how the lack of true journalism has impacted the industry overall by allowing substandard companies with large financial backings to push their agendas. Companies in cannabis are allowed to get away with malfeasance and major “mistakes” without fear of repercussions due to this lack of potential negative coverage… and it shows!!
4 Key Takeaways:
- Media and Journalism are NOT the same thing, do you know which one you are taking in?
- Simple Google searches or research can paint a VERY different picture than the cannabis media wants you to see. Hint: Add the name of any company and the words “scandal,” “lawsuit,” “Lobbying,” or similar and see what results come up
- Media is beholden to advertising dollars, and that revenue model leads to a lot of issues when searching for accurate and up to date information. Always check to see who sponsors what and then decide if the information is valid.
- Public Relations comes with strict ethics and guidelines… Take some time and see if you can spot the ethics violations of your preferred PR firm in cannabis
Credits:
Audio Editing - Seth Cross - Frontal Lobe Productions
Intro/Outro - Chad Bailey
Music - The Master by Flashing Lights
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