Most companies and organizations don’t think much about how their new business will affect a community. They get the necessary permits, rent their space, set up shop and away they go.
But for any cannabis business with a physical location, whether a dispensary, greenhouse or processing facility, there is often another step—and an important one. When a business or group changes the public’s perception of a town or neighborhood, it can cause discomfort among those who value consistency. People expect the same “look and feel” for their area, the same neighborhood sights and sounds, the same traffic, the same downtown.
And that’s why a communications plan is essential for cannabis projects affecting the public.
When change is proposed, people who don’t know anything about city government and or follow local issues – as well as the people who do – will spring into action and become regulars at government meetings discussing these projects. Some examples: A processing facility is planned for a field that abuts a residential neighborhood. A grow facility is planned for acres of open space adjacent to a farm with a horse stable and riding academy. A cannabis dispensary is proposed for a suburb’s downtown.
Any of these might be considered “controversial” by certain members of the community. And soon after news of a “controversial” project gets around, social media groups could pop up and organize opposition, followed by yard signs, flyers, rallies and public hearings. And – because conflict is good copy – the burgeoning conflict could become a series of media stories, breaking it wide open and further hardening positions.
A communications plan can provide invaluable perspective and strategy to help cannabis businesses get their side of the story out to the public to help prevent major opposition or at least offset its influence.
Let’s say, for example, you’re planning on locating and opening a cannabis dispensary or a recreational cannabis lounge.
You might not be concerned because the town “opted in” for the right to sell cannabis. You also know you are not violating zoning law because it’s not close to a church or school. So, it should be easy, right?
Hold on. You need to, as we say at our firm, “wear the hat.” What would YOU think if this business was locating a block away from your home AND you really don’t know what a dispensary or lounge looks like? Or if it’s planning to locate on one end of Main Street—next to a lovely suburban shopping area? What kind of customers frequent that business? How big a footprint will it have? Will there be police cruising by all the time? What about parking and the in and out of cannabis “tourists”?
That’s why you need to plan in advance about how your major announcement will be communicated to people most affected by it.
For example, how could you educate the public about what a dispensary or recreational lounge is really going to look like?
You could:
A communications plan gives you a better chance to control the narrative around the project and get your key messages in front of the audiences that matter most.
Here are some steps for creating a communications plan:
A communications plan can’t solve all your potential problems because sometimes the time isn’t right for change in a particular town or neighborhood, although communications outreach can provide an early warning of trouble.
A plan provided by expert communications counsel is vital to help you understand the concerns of residents, businesses/organizations and public officials most affected by the project, and also to develop a game plan to address their concerns as much as possible.
Because in times of change, communication and transparency are more important than ever.
Bob has 20+ years’ experience in all phases of communications, including managing public relations, social media and content marketing engagements. At CBD Marketing in Chicago, he works with national and global clients aligning with the cannabis business space in manufacturing, financial services, education, edibles and ingredients. Prior to CBD Marketing, he worked at a public affairs PR firm and is also expert in government relations, working to communicate with local and state lawmakers on behalf of various businesses and institutions. Bob has also worked at large news organizations, is an award-winning journalist and a speaker at national conferences. Contact him at [email protected]
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