community relations for cannabis businesses

Community Relations for Cannabis Businesses

Establishing a strong community relations plan can help a cannabis business improve brand awareness and is sometimes required by law. Cannabis community relations plans can also aid in breaking down negative stereotypes that may still exist and can help a business improve its image within a community.

A community relation plan is comprised of the steps that companies take to develop symbiotic relationships with people, businesses, and organizations in their locales. While the concept of community relations is not new in the business world, it has taken on a new level of importance in cannabis. Cannabis businesses that create a strong community relations plan better themselves and their communities.

Cannabis Community Relations

In the best community relations plans, cannabis businesses and their communities both benefit from a cooperative relationship. Importantly, this symbiotic dynamic aids businesses in generating exposure in the local market and establish loyal, long-time customers within the community.

As seen in other highly regulated industries like alcohol, cannabis businesses are limited in available marketing avenues. For example, certain states and localities do not allow cannabis businesses to market themselves through traditional avenues like billboards. Instead, many cannabis businesses invest their money or energy into the community to get people behind their brand. 

Local communities benefit greatly from cannabis community relations. Some cannabis businesses put resources into educating local youths about the dangers of drug use. Others invest their time into the community by joining neighborhood clean-up efforts or volunteering in community service projects. Communities benefit when these projects are funded or aided by private cannabis businesses. 

Improving Community Relations

Cannabis dispensaries, cultivators, and processors operate strictly as brick and mortar businesses. As they are bound to their locations, it is critical they remain in good standing within the community. Even more, as legal cannabis is still a new concept, taboos surrounding the plant may still run rampant. Being a good neighbor is a great way to legitimize the industry and break down negative stereotypes about cannabis businesses.

There are several ways to improve community relations for a cannabis business. These include, but aren’t limited to:

  • Be a Part of the Community: Take every chance to participate in community events. Show the neighborhood that the cannabis business cares about their impact. Aim to become a model for cannabis businesses in the area.
  • Maintain Communication: Ensure people in the community know how to get a hold of cannabis business management. Assign a manager to take charge of community relations and proactively check in with neighbors on a regular basis. 
  • Focus on Community Leaders: Get to know local organizers, politicians, and police officers. Cannabis business standing in the community will skyrocket with backing from important leaders. 
  • Develop Relationships: Develop relationships with as many people in the community as possible. Whether it be customers, neighbors, or politicians, it’s always good to have friends. 

Community Relations Laws

Certain markets have even written community relations requirements for cannabis businesses into law. Some states or localities mandate cannabis businesses write a community relations plan as part of their application or license renewal. 

The City of Denver, CO is among those who require community engagement plans with licensing applications and renewals. As a result, certain Colorado cannabis companies have spent significant resources on charitable programs such as drug abuse education. 

Other markets require businesses to name a dedicated community relations liaison. Not only is this person charged with communicating with various government agencies, but they are also the point of contact for neighboring businesses. Though not every state or locality requires it by regulation, a community relations plan is vital for a successful cannabis business. 

How Can Sapphire Risk Help?

Tony Gallo and the team of application writers and consultants at Sapphire Risk Advisory Group have written hundreds of community relations plans. Follow us on social media to stay up to date with more security best practices and cannabis industry updates!