When you’re a cannabis operator dealing with an issue that could impact your reputation, your first call should be to your attorney (trust us). Your second call? Your PR team. But public relations goes way beyond crisis management—for cannabis companies looking to scale up and establish their presence in the marketplace, it’s an essential business consideration.

Brett Gelbord sits down with Ricarco Baca—founder and CEO of Grasslands—to discuss the dynamic world of cannabis PR and what operators need to know about building a brand and navigating the media landscape.

Find more on Brett here.

Find more on Ricardo and Grasslands here.

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