This article originally appeared in the April 2018 issue of Cannabis Dispensary. To subscribe, click here.
As a business owner, you want the world to know about your products and services. And today, there are more ways than ever for potential customers to discover your dispensary. One of the best ways to reach clients is through a thoughtfully managed media presence.
Working with the media doesn’t come naturally to most, but because the media is such a powerful communications tool, business owners need to be prepared for the next time a reporter calls—or you call them.
Here are tips on how to prepare for and handle three common media interactions.
1. Be Prepared When the Media Comes Knocking
Let’s say cannabis news breaks on pending legislation, banking or security, and the local news station contacts you or your staff for a comment. Now what?
First, you need a policy in place that instructs employees on how to handle such calls. Such a policy typically designates a single individual to handle all media inquiries. (This ensures that your dispensary is providing a consistent, thought-out message to all outlets.) This person should get all of the information from the reporter, including the story angle and reporter’s deadline.
While an interview request can be a great opportunity, there are several questions to ask yourself before rushing to say “yes.” For example: Are you an appropriate voice for this story? If the topic is a legal land-mine or you don’t like how the reporter is framing the story, it is perfectly acceptable to decline.
Ask the reporter ahead of time for the basic theme or topic on which she wants you to speak. You can even request to see the planned questions ahead of time, but not every media outlet will be willing to provide them.
To read the full article in Cannabis Dispensary's April 2018 issue, click here.
Top photo courtesy of Adobe Stock
