A compelling PR narrative increases your credibility and generates brand awareness. Your business narrative can help turn ideas into a story that you can share with potential consumers. The core ideas of cultural trends are woven into such stories, making them much more real and appealing to consumers. As a new and emerging industry, mainstream cannabis brands can leverage this for general education about the products and connecting with a new consumer demographic.

In this video, Sid Patel, CEO of Cannabis Drinks Expo and Beverage Trade Network, is in a conversation with Rosie Mattio, Founder and CEO of Mattio Communications. Here, Rosie explains how a great PR narrative is beneficial for connecting consumers with a brand.