Episode 225: Why Michael Mejer of Greenlane Communication Prioritizes Authentic Storytelling

Michael Mejer’s definitive shift into cannabis PR was sparked by a moment of absolute clarity. He witnessed an elderly man, wracked by severe tremors, find instant relief through a cannabis tincture, a profound transformation that happened in seconds. That powerful experience became the catalyst for his entire career, prompting him to walk away from a traditional PR and book-publishing trajectory. Driven by a newfound obsession to understand the industry, Mejer plunged headfirst into the fast-paced landscape, navigating the chaotic energy of major conferences like MJBizCon. He invested countless hours networking and decoding the complex, unpredictable machinery of the cannabis trade from the ground up. Today, through Green Lane Communication, Michael specializes in earned media for cannabis brands, successfully placing clients in mainstream outlets like Forbes, High Times, and Rolling Stone. His approach goes beyond cannabis-specific media by positioning clients as expert voices on broader wellness and science topics. He co-hosts Tech Jam, an annual networking event with Sorting Robotics, bringing together innovative companies like Roll Pros and Emerald Intel. Tune in to discover Michael's practical advice on visual assets, thought leadership strategies, and why reverse-engineering your messaging around specific business goals matters more than chasing media appearances for their own sake. Chapters:02:55 - Witnessing Cannabis Help Someone with Tremors04:07 - From PR Professional to Cannabis Advocate 6:00 - Finding the Unique Angle in Brand Storytelling 8:33 - Earned Media vs Advertising: PR Explained 11:21 - Choosing Clients Who Align With Your Values 12:52 - Avoiding Crisis Management and Damage Control Work 13:50 - Building Genuine Relationships in Cannabis PR 16:07 - Being Organized and Responsive Matters Most18:42 - Four-Month PR Engagement and Coverage Strategy20:46 - Reverse Engineer PR Strategy to Business Goals 22:25 - Media Partnerships and Tight Deadline Collaboration 23:29 - How to Connect and Reach Out 24:09 - The Value of In-Person ConnectionWEBSITE: https://cannatechtoday.com/Make sure to follow our other social media platforms to stay up-to-date on all things Cannabis & Tech Today.https://twitter.com/cannatechtodayhttps://www.facebook.com/CannaTechTodayhttps://www.instagram.com/cannatechtoday