As the cannabis industry evolves and expands—and newsrooms across America continue to shrink—the role of the cannabis journalist is increasingly important. And if you’re into weed, you should also be into the fine work dedicated cannabis journalists are doing every day.
Cannabis consumers (yes, you) really do have a responsibility to support the people who play a critical role in shaping public perception, influencing policy, and keeping us educated on developments surrounding our favorite plant.
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Those reporters, freelance writers, bloggers, podcasters, photographers, videographers, editors, producers, and others—all play a crucial role in the modern media space by sharing critical information everywhere. (Full disclosure: I used to be one—“the world’s first cannabis editor,” they called me—but eight years ago, I passed the torch to the next generation of journalists doing critical work.)
At my cannabis PR agency Grasslands, we love cannabis journalists so much, we have a series where we have interviewed cannabis journalists about their work and passions—including GreenState’s own Rachelle Gordon!
Dismantling outdated stigma
With accurate and nuanced reporting, cannabis journalists help educate the public about the realities of consumption, its potential benefits and risks, and how it’s successfully integrating into our society.
Those on the ground now are covering the industry the same as others would cover oil and gas, transportation, or hospitality, normalizing cannabis and legitimizing the industry at scale. They are transforming the manner in which mainstream media handles what is still a relatively new and evolving policy issue. One result? A more accepting social climate for consumers like you and me.
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Another benefit for consumers is that cannabis journalists serve as watchdogs for the industry by holding companies and regulators accountable. There’s no shortage of examples of safety concerns, such as levels of pesticides in flower and concentrates, edible potency mislabeling, and lab shopping that have been unearthed by diligent reporters—and that type of investigative work benefits the industry and all of us in the short and long term.
It’s also important to have an honest look at the risks of cannabis and understand it’s not for everyone, with more consumers experiencing cannabinoid hyperemesis syndrome, weed-involved drug-to-drug interactions, and other conditions.
The changing legal landscape
Cannabis journalists also provide valuable information on the fluid legal landscape of the industry. Regulations can vary widely city to city, state to state, province to province, and country to country. Journalists help navigate the complex terrain of granular local- and state-level ordinances and regulations and keep readers updated on legal changes, policy debates, and potential impacts on consumers.
I would be selling my reporter friends short if I didn’t mention how their work also contributes to the much-needed advancement of cannabis research and medical applications. When they report on scientific studies or medical breakthroughs, journalists are literally disseminating important information about the potential health effects and therapeutic uses of cannabis. This information is invaluable for medical cannabis patients and those considering cannabis as a treatment option.
The nexus of what’s next
Supporting cannabis journalists also means supporting a more diverse and comprehensive media landscape. The cannabis beat now intersects with plenty of other important topics, such as economics, politics, health, and culture. This broader coverage helps integrate cannabis into mainstream discussions and promotes a more holistic understanding of its societal impact.
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Our very democracy depends on journalism—as do our business sectors. And I am so thankful for the cannabis journalists who cover this space day in and day out, as they are legitimately elevating, normalizing, and influencing how the public views and interacts with this spectacular plant.
If you’ve not already, engage now. I’ll make it easy for you. Start by signing up for GreenState’s Field Guide to cannabis culture, trends, advice, and products—and next time you find yourself reading, listening to, or benefitting from a story or column in any way, ask yourself: “Am I supporting this outlet with a subscription, support to their Patreon or Substack, a donation, signing up for their newsletter or even sharing their stories on your social channels with a tag back to them?”
If the answer is no, then might I recommend this as a New Year’s Resolution for you?
*This piece was submitted by a guest contributor. The author is solely responsible for the contents.