Quarterly Cannabis Caucuses: “The Strongest We’ve Been, When We Need it the Most”
by Brian Gilbert, Events Manager
The turn of the new year brought with it new challenges and opportunities for the cannabis industry. We were shocked by the rescission of the Cole Memo, but optimistic about our industry’s continued growth and progress over the past few years. Knowing that now – more than ever – the industry needed an opportunity to take unified action at the federal level, NCIA enthusiastically hosted the third year of it’s Quarterly Cannabis Caucus event series and the turn-out was nothing short of inspiring. In the eight nationwide events in January, more than 1,200 cannabis industry professionals took unified action to reform federal cannabis policies by attending Cannabis Caucus events.
In fact, throughout the rest of the Quarter, we smashed attendance records and saw our network mobilize around a national campaign to support the Leahy Amendment in the Senate.
Highlights in Northern California, Southern California, and Pennsylvania
Returning to Oakland, our guest speaker Lindsay Robinson, Executive Director of California Cannabis Industry Association, provided an in-depth update on the recent launch of adult-use sales across the state plus pending rules and regulations.
In Newport Beach, Congressman Lou Correa (D – CA, 46th District) addressed our highest attended Quarterly Cannabis Caucus to date, encouraging industry leaders to keep up the pressure and engage with their elected officials in light of rescinding of the Cole Memo.
We hosted our first-ever event in Pennsylvania with nearly 100 people in attendance.
Highlights in the Midwest, Florida, and the Pacific Northwest
NCIA returned to Columbus, Ohio, following our inaugural event in July 2017 where our second state affiliate, NCIAO was launched.
After discontinuing our events in Florida in 2017, we hosted our first event of 2018 in West Palm Beach and saw an incredible turnout of nearly 100 cannabis industry professionals.
Our newly combined “Pacific Northwest” region returned to the Portland area with guest speaker, Casey Houlihan, the Executive Director of Oregon Retailers of Cannabis Association.
Highlights in the Southwest and Colorado
Our return to the Southwest region saw a record turnout in Las Vegas where we were honored to be joined by Sen. Tick Segerblom (D – NV, District 3) and nearly 100 attendees.
We concluded the Q1 series with a blowout event at the Ellie Caulkins Opera House in Denver, Colorado, where we saw the largest demonstration of support for our community-building efforts yet with nearly 300 in attendance! In addition to Chuck Smith of Colorado Leads & COO of Dixie Brands, we were joined by Borahm Lee of Break Science, who provided entertainment throughout the event.
NCIA’s Q1 Call to Action
Throughout the month of January we encouraged attendees to participate in an online Call to Action which allowed them to contact their Senators and urge support for the Leahy Amendment, which would ensure that vital medical cannabis protections are included in the appropriations bill. More than 30% of our attendees (378 to be exact) took action to support the Leahy Amendment by using our online advocacy platform. In 2017, Sen. Patrick Leahy (D-VT) sponsored the amendment in the Senate, which passed through committee, but we still need your help to get it in the final version of the bill!
The Upcoming Q2 Cannabis Caucus Event Series
We’re excited to announce that registration for our Q2 Cannabis Caucus Events is now open! Join us in new regions and cities for meaningful networking opportunities with industry professionals, policymakers and government officials.
As a dispensary budtender or owner, you always want to do everything you can to better serve your patients. Oftentimes, that means suggesting different strains and types of medical cannabis based on specific conditions and symptoms. To do that, you and the rest of the staff must understand the chemical makeup of marijuana, including the intricacies of cannabidiol and other cannabinoids.
Cannabidiol and Patients With Chronic Illness
Cannabidiol (CBD) is one of the two primary chemical compounds, or cannabinoids, found in the cannabis plant. The other is tetrahydrocannabinol, more commonly known as THC. However, unlike THC, CBD does not have the psychoactive properties that cause the user to feel high.
Instead, CBD alone can provide patients with many of the pain-relieving benefits of traditional marijuana products without creating that euphoric, but often debilitating, “stoned” feeling. This allows patients who prefer to avoid that effect — like children, the elderly, and recovering addicts — to still benefit from healing powers of medical cannabis.
So, CBD can be used to treat the pain that results from many conditions and symptoms, including cancer, epilepsy, lupus, Parkinson’s disease and related diseases. You can also use CBD to treat mental health conditions, such as anxiety, depression, obsessive-compulsive disorder, insomnia, and schizophrenia.
How Can Budtenders and Dispensary Owners Talk to Patients About CBD?
As budtenders, part of your job is helping patients understand how using CBD to treat chronic conditions can help them. Remember, most people probably have not heard of CBD, and patients may be hesitant to learn about it. Start by explaining the benefits of using only this cannabinoid, such as being able to avoid the high while still finding pain relief. If they seem interested, encourage them to ask questions and tell them more about the specific products that would best treat their symptoms.
A general rule of thumb when discussing marijuana strains is that indica strains — as well as indica-dominant hybrids — have higher CBD content, while sativa strains and sativa-dominant hybrids have a higher THC content. Of course, every strain has a different ratio of CBD-to-THC, but there are many that have little to no THC at all.
While the CBD strains a budtender should recommend will depend heavily on the patient’s specific symptoms, here are a few examples you can choose from:
Swiss Gold
Sour Tsunami
ACDC
Valentine X
Harlequin
Frequently Asked Questions About Cannabidiol
The best way to prepare for patients’ questions is to think about what they may be. Here are three common concerns patients will likely have about CBD:
Is It Safe for Children?
Yes — in fact, it’s incredibly beneficial for children suffering from epilepsy, specifically. One study found that epileptic children experienced an 80 percent reduction in seizures when they used cannabis with a high CBD content.
Will It Still Work?
While everyone reacts to marijuana differently, countless studies have shown CBD is effective in treating all sorts of health conditions and symptoms, like the ones discussed above.
How Can I Ingest CBD?
You can ingest or administer CBD the same ways you would take any other form of marijuana, including by smoking or vaping the herb or oil, eating or drinking an edible product, applying it as a topical lotion or taking a tincture or capsule. However, be sure to check your state’s laws on how you can take your medicine, as each has different guidelines.
Learn More About CBD and Patients With Chronic Illness From MarijuanaDoctors.com
Interested in learning more about how your dispensary can better serve its patients? MarijuanaDoctors.com provides patients with the resources needed to find a trusted doctor in their area and to find reputable dispensaries so that obtaining medication is simple. Check out our other resources at MarijuanaDoctors.com for more information. For even more benefits, register your dispensary with our site today.
Member Blog: Picking a Fabulous Flack (Part 1 of 3)
Media relations is the bread and butter of any PR campaign, and picking the best PR strategy for your company is crucial. PR is often confused with advertising and while the lines have blurred in recent years, there are still key differences between the two practices:
In the traditional sense, an “ad” is conceived, designed, written, and placed in a media outlet, for a fee. PR is “earned media” meaning that a PR pro has convinced (or “pitched”) a member of the media to write a positive article about a company, brand, product, dispensary, or service. A PR agent may have a fee, but there is no cost attached to the appearance of the article, and the article not filtered through the suspicion and cynicism through which many ads pass.
Consumers understand that ads are biased – towards the advertiser! But a positive news story, written by a journalist, has much more credibility.
An ad’s message has been brainstormed endlessly by countless “creatives.” But an article is articulated in the voice, and perspective, of the journalist. A good PR person knows how to increase a company’s chances of positive publicity by developing relationships and trust with journalists, pitching journalists whose style and tone indicate they are looking for a good story to tell, and providing training for spokespersons to stay “on message” in interviews.
The credibility of a positive article makes PR a very attractive opportunity in the cannabis industry, particularly given the unfriendliness of major companies like Google and Facebook. So, how do you decide the best approach? In-house? Hire an agency? What about budget?
PR salaries can range anywhere from the mid $50,000s to well into the six figures for management. Agencies will structure pricing differently, often with an hourly retainer. PR folks can be stereotyped as offering big promises with few results. Especially in an emerging industry, deep industry experience is uncommon. Experience in the field is a huge advantage as the agency will have already formed relationships with journalists who cover cannabis and will not have as big a learning curve when taking on a new client.
When interviewing agencies, ask candidates for the names of editors and/or reporters they frequently work with and then contact the top three for references. And, perhaps even more importantly, ask for references from other clients the agency has represented. And while you’re at it, ask about the agency’s philosophy on media outreach. If the company uses a shotgun approach by sending out massive amounts of press releases versus developing a client’s story fully and strategically communicating it to carefully researched journalists, it would be wise to move on to the next candidate. PR is all about story-telling and while press releases are a good occasional tool to disseminate big news, the most effective PR pros are good story-tellers who understand that identifying the right publications and journalists and providing customized pitches that resonate with the journalists are the ones who’ll be the most effective.
If an agency you are interviewing guarantees a specific number of articles per month or quarter, it might be a good idea to pass on engaging it. Nobody can guarantee a specific amount of media coverage. Instead, ask for case studies and past results for evidence of an agency’s success rate.
Cost is a factor and rates vary. Average hourly rates for an agency focusing on cannabis seem to be between $125 and $200 an hour, and with firms clamoring to enter the industry, you can swap experience for a lower rate (but be careful… no relationships with cannabis media can equal no coverage.) And perhaps the most important factor of all is culture. Do you like them? Do they vibe with you? It’s vital that an agency understands its clients to their core and acts as a true partner. In cannabis, there is inherently a social justice and activist component to the work. An agency who lacks in that sense of “mission” should raise a red flag. What we as an industry do know, and the maturity with which we do it, has a major role in determining our industry’s future. Don’t forget that!
Carol Ruiz is co-founder and Partner of Higher Ground PR and Marketing. Janitor, construction crew clean up, waitress, documentary filmmaker, adjunct professor… just a few of the paths Carol Ruiz walked before finally finding what she would do for the rest of her life.
At these former gigs, as founder of NewGround PR & Marketing (a highly regarded agency in the real estate space), at Higher Ground, and at dinner tables the world over, Carol is a storyteller. Storytelling being the heart and soul of public relations, it’s no surprise that Carol was drawn to the world of PR.
VIDEO: Member Spotlight on Palm Springs Safe Access
In this member spotlight, we speak with Robert Van Roo, founder of Palm Springs Safe Access, a medical cannabis dispensary based in Palm Springs, California. PSSA has been a member of NCIA since 2014. Learn more about PSSA as they prepare to serve the adult-use market in California.
by Michael Correia, NCIA Director of Government Relations
Following a brief shutdown in the wee hours of Friday morning, Congress came to yet another short-term budget deal to continue funding the federal government until March 23, 2018.
In normal budget cycles, Congress passes a fiscal year budget that goes from October 1 until September 30. But in these extraordinarily partisan times, Congress has been unable to agree on an annual budget and has patched together short-term funding bills called Continuing Resolutions (CR’s), which maintains current funding levels. Since just last September, there have been five such short-term CR’s. These short-term funding bills have not only hampered basic government functions, but have also affected military readiness and has even led to a federal government shutdown, which has lowered the public’s already dismal opinion of Congress.
After much negotiation between House and Senate leaders, it appears that the parameters of a two-year budget solution have been agreed to. The new budget deal is both bipartisan and bicameral (which has become a rarity in Washington, D.C.) and addresses many controversial issues that have hindered previous negotiations. This new budget deal increases funding levels for the military, provides billions in disaster relief, addresses infrastructure, education, child care, and attempts to combat the opioid epidemic.
But, in typical Congressional fashion, the details still have yet to be finalized. The Congressional Leaders have agreed to work with the leaders of the appropriations committees to ensure that all budget priorities are met.
So, what does this mean for your business and what does this mean for medical cannabis protections?
Since 2014, the federal budget has included language that protects medical cannabis operators from Department of Justice prosecution. These protections will be maintained in this short-term funding bill, so medical cannabis programs and businesses are protected until at least March 23, 2018. However, it is imperative that Congress maintains these protections (and even expand protections for adult-use) in the longer budget that is being negotiated between now and March 23. NCIA will continue our Congressional lobbying efforts and work with our partners and other advocates to continue these protections.
Our team in Washington, D.C., works everyday to make the industry’s voice heard, but nothing matches the power of a personal story personally told. Remember to join us for NCIA’s 8th Annual Cannabis Industry Lobby Days this year on May 21-23 in Washington, D.C.
VIDEO: Save The Date For NCIA’s 8th Annual Lobby Days!
JUST ANNOUNCED! On May 21-23, 2018, NCIA Members will descend on Capitol Hill in Washington, D.C. for the 8th year in a row.
WHAT IS LOBBY DAYS? Every year, the National Cannabis Industry Association hosts the annual Cannabis Industry Lobby Days in Washington, D.C. This year, Lobby Days will bring over 300 cannabis industry professionals together to make their voices heard in the halls of Congress.
WHY ARE LOBBY DAYS IMPORTANT? With victories in eight states across the country during the 2016 presidential election, as well as the challenges posed by the new administration, fixing federal policies is more critical than ever. This year, we will continue to emphasize the importance of protecting legal cannabis businesses and patients, reforming section 280E of the federal tax code, and solutions to the banking crisis, all of which are critical to respecting state marijuana laws. Our team in Washington, D.C., works everyday to make the industry’s voice heard, but nothing matches the power of a personal story personally told.
Watch this short video to see highlights from last year’s 7th Annual Cannabis Industry Lobby Days, and to learn more about why you should plan to join us this year as we create momentum for cannabis policy reform in the halls of Congress.
VIDEO: Protect Medical Cannabis – Support the Leahy Amendment
Watch this video update with NCIA’s Co-founder and Executive Director, Aaron Smith, to learn more about what’s happening in Congress in Federal Appropriations. We’ve made it easy for you to take action to help ensure state-legal medical cannabis businesses and patients continue to be protected from Department of Justice enforcement. Log on to our advocacy platform before February 8th to contact your Senators to urge them to support the Leahy Amendment.
***UPDATE: A short-term budget deal was struck on February 9th, extending funding of the federal government through March 23rd.
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PR salaries can range anywhere from the mid $50,000s to well into the six figures for management. Agencies will structure pricing differently, often with an hourly retainer. PR folks can be stereotyped as offering big promises with few results. Especially in an emerging industry, deep industry experience is uncommon. Experience in the field is a huge advantage as the agency will have already formed relationships with journalists who cover cannabis and will not have as big a learning curve when taking on a new client.
Carol Ruiz is co-founder and Partner of Higher Ground PR and Marketing. Janitor, construction crew clean up, waitress, documentary filmmaker, adjunct professor… just a few of the paths Carol Ruiz walked before finally finding what she would do for the rest of her life. 
