Whereas any of the specific steps I suggest below may be debateable, there is one overwhelming conclusion the industry needs to take to heart: If the cannabis industry was a business, the CEO and the Board would fire whoever is responsible for its lobbying and public affairs campaign. I hope the specific action steps suggested below encourage a much-needed industry-wide discussion rather than spark defensive reactions motivated by self-interests. The broad goal: build political clout, financial efficiency and more potent messaging for our industry and all the players in it.
I have not written this casually, but with the benefit of more than five decades in the public relations and communications industry. I have witnessed and been part of the growth of several industries and the important role trade associations have played in their success and growth. My clients have included some of the nation’s largest associations. I have worked in very close collaboration with lobbying firms representing various industries. I have helped create and execute major public affairs campaigns. And, perhaps most importantly, like you, I’d like to see my individual and our collective success come quicker and with more certainty. So, here goes:
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