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Say you’re a successful small business owner. You’ve spent years building your company, honing your expertise, and perfecting your business processes. But what do you do when a reporter comes calling?

In the cannabis industry, that’s a very real possibility. As legalization efforts are underway in other states, the media has shown no sign of curbing its seemingly insatiable appetite for stories about the legal markets in Colorado and Washington.

Yet very few small business people working in the cannabis space have much experience interacting with the media in ways that are beneficial for both their business and the industry as a whole.

Enter PR experts Mason Tvert and Taylor West.

Tvert is perhaps the most recognized face in the legalization movement in Colorado. As the Communications Director of the Marijuana Policy Project, Tvert continues to change the way the public perceives and talks about cannabis at the national level. West is the Deputy Director of the National Cannabis Industry Association. Prior to coming aboard NCIA, West built her career in the high stakes world of national politics working on Presidential campaigns and on behalf of clients at a Washington DC based public relations firm.

In their 45 minute presentation at the Cannabis Business Summit, Tvert and West offer practical advice for businesses owners and cover a wide range of topics such as:

Build relationships with reporters based on trust

Tvert argues that there are quite a few ways people may unintentionally mislead reporters. Exaggeration or guessing at statistics are great examples. His advice is practical: if you don’t know specific numbers, don’t cite specific numbers. There is nothing wrong with saying “I don’t know,” and following up with the reporter with accurate information. At the end of the day, it’s important the media sees the industry as reliable sources of information.

Talk about the industry in a positive and professional way

West stressed the importance of putting forward the image of a professional industry. Business owners should always be aware of the image they are projecting. If a camera crew is at the store, think about making sure you and your employees are dressed the way you want to be seen, as professionals.

West also stressed the importance of continuing to make the case that cannabis businesses are small businesses just like any other and should be treated fairly. People understand when you talk to them about small businesses. Even if the public has preconceptions about the cannabis industry, that doesn’t make you any less of a legitimate business.

Recognize opportunities to promote your business in the media

West suggests paying attention to the kinds of stories that get coverage in the local media and looking for what they have in common. Most often, they will be stories with a human interest element, so she suggests working with customers to find personal stories in which the business plays an important role.

If you find this information useful, please consider the Branding, Regulation, and Retail track at the upcoming Infused Products Symposium hosted by the National Cannabis Industry Association. For more information, visit http://cannabisbusinesssummit.com/infused/