Cannabis
News Strategy
Cannabis brands operate in one of the most complex media landscapes in modern business. Regulations limit advertising, platforms change policies constantly, and media coverage can make or break brand credibility.
That is where cannabis news strategy becomes essential.
AWARD founder Andrew Ward brings more than a decade of experience working across newsrooms, media companies, and brand strategy roles. His background spans cannabis, entertainment, business, technology, and culture reporting, with published work in outlets including High Times, Rolling Stone, Business Insider, and Benzinga.
Today, Andrew also serves as Director of Strategy at PufCreativ, where he helps cannabis brands develop integrated marketing strategies that combine media visibility, brand positioning, and content marketing.
This experience allows AWARD to help cannabis brands think beyond simple press coverage. Instead, we help companies build long term news strategy, brand authority, and media relationships that support both marketing and search visibility.
Schedule a free consultation to explore how cannabis news strategy can support your brand.
Media Strategy for Cannabis Brands
Cannabis brands compete in a crowded media environment where dozens of companies often chase the same headlines.
Effective media strategy requires understanding how journalists think, how editors choose stories, and how audiences engage with cannabis news today.
Through years of journalism experience and industry strategy work, AWARD helps brands shape stories that resonate with both the media and the cannabis community.
Our cannabis media consulting services help brands:
• Develop compelling story angles
• Align announcements with industry news cycles
• Position leadership as subject matter experts
• Build long term credibility with journalists and editors
Rather than chasing one-off coverage, our goal is to help brands become reliable voices in the cannabis industry conversation.
Cannabis News Strategy and Brand Positioning
News coverage should never exist in isolation. The most successful cannabis brands integrate news strategy into their overall brand strategy and cannabis branding efforts.
At AWARD, we help cannabis companies connect media opportunities with broader brand positioning.
This includes planning announcements such as:
• Press releases for product launches
• Social media announcements tied to news cycles
• Leadership commentary on cannabis industry developments
• Company milestones and partnership announcements
By coordinating these efforts strategically, brands can build consistent visibility across news outlets, social media, and search engines.
Media Relations and News Pitches
Andrew’s background as a journalist provides a unique advantage when developing media relations strategies.
Having worked inside newsrooms and editorial teams, he understands what makes editors open an email and what makes them ignore it.
AWARD helps cannabis brands craft targeted news pitches and media outreach strategies designed to capture attention without sounding like promotional spam.
Our approach focuses on:
• Identifying the right journalists and publications
• Developing story driven pitches rather than advertisements
• Timing outreach around relevant industry developments
• Building long term relationships with media professionals
These relationships often lead to more meaningful coverage than traditional press blast strategies.
Cannabis
News
Strategy
AWARD’s media consulting framework is built on firsthand experience in journalism and editorial publishing.
Andrew Ward spent years covering the cannabis industry as a journalist and editor, producing hundreds of articles, interviews, and investigative pieces.
His background includes:
• Cannabis journalism across major industry publications
• Coverage of business, entertainment, and technology sectors
• Authorship of two cannabis books
• Editorial strategy development for cannabis brands
This perspective allows AWARD to approach cannabis news strategy from the inside out.
Rather than guessing what journalists want, we understand how stories actually move through newsrooms.
Cannabis news strategy focuses on helping cannabis brands communicate effectively with media outlets, journalists, and audiences. This includes developing story angles, preparing press releases, coordinating announcements, and building relationships with media professionals.
A strong cannabis news strategy ensures brands remain visible within the broader cannabis industry conversation.
Media coverage builds credibility and visibility. When cannabis brands are featured in industry publications or mainstream outlets, it increases awareness among consumers, investors, and partners.
Coverage can also improve SEO by generating authoritative backlinks that strengthen search engine rankings.
Cannabis news stories often revolve around product launches, partnerships, company milestones, regulatory developments, and leadership insights.
Press releases, social media announcements, and thought leadership commentary can all support media coverage when timed strategically.
No, but we like to think like them!
AWARD focuses on media strategy and consulting, helping cannabis brands develop story ideas, pitch strategies, and media positioning. Brands can use these strategies internally or share them with their existing PR teams to improve media outreach efforts.
Andrew’s journalism portfolio spans multiple publications including High Times, Rolling Stone, Business Insider, Benzinga, and other media outlets across cannabis, entertainment, and culture.
Many of his published works and bylines can be found on Muckrack.
Fun fact: Andrew’s also written for non-cannabis beats, including entertainment, music, tech, and finance. His work has appeared in AOL, Vibe, and several other notable outlets.