How to Write a Cannabis Press Release That Actually Gets Picked Up

We’re going to share a few of the best practices about writing a press release, along with some pointers and tips to make sure you don’t stumble out of the gate. The topics we’ll cover include:

• What Is a Press Release?
• What Makes a Press Release Great?
• How To Promote A Press Release? 

By the time you’ve finished reading, trust us: you’ll be able to throw together a press release with ease.

What Is a Cannabis Press Release—and Why Should You Care?

At its simplest, a press release is a short news article designed to be shared by a media outlet or to inspire a separate article or profile. While a business that shares a press release with the media may be asking for free coverage, the truth is more complicated.

Journalists are tasked with finding stories to write about, so any ideas that come to them can make their lives easier. And given that the typical journalist has hundreds of emails awaiting them each morning, a well-crafted press release can be just the thing to flag a busy journalist’s attention.

When done right, it can generate media coverage, build credibility, and improve SEO through backlinks and mentions.

According to Cision's 2024 State of the Media Report, 74% of journalists consider press releases and news announcements the most desired content from PR professionals.

But a press release only works when it’s newsworthy, properly formatted, and strategically distributed. This guide will walk you through how to write a cannabis press release that actually gets picked up.

Whether you're opening a new storefront or announcing a community initiative, a cannabis dispensary press release can establish credibility and build trust with both customers and the media.

How Do You Know If Your Cannabis Story Is Newsworthy?

Before you sit down to write your press release, ask yourself these three questions:

• Does this story have impact? Will it affect anyone beyond your internal team?
  
• Does it have immediacy? Is this happening soon, or has it just happened?
  
• Does it offer recognition? Does it involve a known figure, a local event, or a timely news hook?
  

Here’s how this plays out in practice:

Example 1: HighBuddz Dispensary announces 10% off all dabs next month. In-store party featuring local artists.

Example 2: This weekend, Electric Gardener launches a new citywide delivery service. Acclaimed rapper “Tite Bro” will hand-deliver the first, twenty-fifth, and fiftieth orders.

The first example lacks urgency or broad appeal. The second has scale, timeliness, and a recognizable hook—even if the celebrity is niche, the angle gives the story structure and media appeal.

What Are the Best Topics for a Cannabis Press Release?

Not every business update deserves a press release, but these seven topics usually do:

• Grand openings – Especially in new or underserved markets
  
• Product launches or exclusive new SKUs
  
• New licensing or regulatory approvals
  
• Strategic partnerships or collaborations
  
• Sponsorships and branded event activations
  
• Awards or industry recognition
  
• Community impact initiatives or social equity programs

CBD brands can also benefit from a well-timed CBD press release, especially when launching new wellness products or addressing emerging cannabis regulations. These announcements can help distinguish your offerings in a saturated market and generate mentions from lifestyle-focused media outlets.

If your announcement aligns with one or more of these categories, it likely has PR potential.

What’s the Ideal Structure for a Cannabis Press Release?

Journalists receive hundreds of emails a day. Formatting your press release the right way helps it stand out as credible and professional. Stick to this structure:

1. Headline – Clear, concise, and news-focused
   
2. Location & date – Example: OAKLAND, CA, April 20, 2025
   
3. Lead paragraph – Who, what, when, where, and why
   
4. Body – 2–3 paragraphs expanding on the news in order of importance
   
5. Boilerplate – A short “About Us” section that describes your brand and includes a website link
   
6. Press contact – Name, title, email, and phone number for follow-up
   

Keep your press release to one page unless the story truly requires more depth. Make sure the news angle is front-loaded in the first few lines so readers immediately understand the value.

How Do You Pitch a Cannabis Press Release to Journalists?

Writing a great press release is only half the equation. To earn coverage, you need to get it into the right hands—and get those hands to actually open your email.

Here’s how to increase your chances:

• Write a strong, timely subject line. Instead of “Press Release – New Dispensary,” say something like “East LA’s First Latino-Owned Dispensary Opens This Weekend.”
  
• Paste the press release into the body of the email and attach a PDF. Make it easy for journalists to scan.
  
• Personalize your pitch. Reference the reporter’s past work and explain why your announcement fits their beat.
  
• Build a targeted media list. Include cannabis trade outlets, local business editors, lifestyle reporters, and community blogs.
  

Pitching is about relevance and timing. A well-aimed, well-framed release will always outperform a generic blast.

Example Cannabis Press Release (Fictional Sample)

FOR IMMEDIATE RELEASE
TARZANA, California, Feb. 20, 2020

Electric Gardener Launches Citywide Cannabis Delivery with VIP Drop-Offs by Rapper Tite Bro

Electric Gardener, a premium cannabis delivery company, announced today the launch of its citywide service, kicking off with a high-profile promotional event this weekend.

To celebrate, rapper and cultural icon Tite Bro will personally deliver the first, twenty-fifth, and fiftieth orders placed through the company’s app. Lucky customers will receive exclusive merch and a complimentary 1/8th of Electric Gardener’s signature Blue Lava flower.

The new service covers the full Tarzana metro area, offering 30-minute delivery windows, real-time GPS tracking, and a curated menu of sustainably sourced cannabis products.

About Electric Gardener
Founded in 2023, Electric Gardener connects communities with premium cannabis through fast, discreet, and tech-forward delivery. Learn more at: www.electricgardener.com (fictional URL)

Media Contact:
Jessica Rae
Head of Communications
press@electricgardener.com
(555) 123-4567

Need a plug-and-play format? Download our free cannabis press release template to jump-start your next announcement and ensure it hits every key detail. You can adapt this structure for dispensary openings, product launches, and more.

What Mistakes Should You Avoid in a Cannabis Press Release?

Even the best story can get ignored if you make one of these avoidable mistakes:

• Sending a release with no real news value
• Overhyping your announcement with salesy or vague language
• Omitting key details like location, timing, or contact information
• Failing to link back to your website or include a clear CTA
• Releasing too frequently or for low-impact events
  

Publishing too many releases or publishing them for mundane or insignificant reasons can seriously harm your credibility and long-term media relationships.

Are Cannabis Press Releases Subject to Legal Restrictions?

Yes. Even though a press release isn’t a paid ad, many states still treat it as public marketing—meaning you’re subject to cannabis advertising laws.

Here’s what to watch out for:

• No targeting anyone under 21
• Avoid health claims like “treats anxiety” or “relieves pain”
• Don’t include prices, discounts, or giveaways (especially in states like CA, MI, and NY)

Stick to factual language and consider including a disclaimer such as:

This product is not intended to diagnose, treat, cure, or prevent any disease. For use by adults 21+.

Also, not all PR distribution services accept cannabis content. If you’re rejected by mainstream platforms like PR Newswire, try cannabis-friendly outlets like Green Market Report, Benzinga, or Newswire.

What Should You Do After Publishing a Press Release?

Your press release should be the start of a broader strategy—not the end of it. Once it’s live, make sure you:

• Post it to your website’s Press or News section [Read about website strategy]
• Share media mentions or coverage across your social media platforms [Read about cannabis social media]
• Repurpose quotes or stats in your blog, email newsletter, or ad campaigns [Read about dispensary marketing strategy]
• Embed backlinks and keywords to strengthen your SEO [Read about Dispensary SEO]
• Distribute it through platforms like Newswire, PR Web, or PR Newswire.
  

For support with promotion and outreach, explore MediaJel’s cannabis marketing services to help your press release get the reach it deserves. Make sure your press release is part of a broader digital marketing campaign.

Ready to Write a Cannabis Press Release That Works?

Here are some things to remember as you plan your press release. Even if the first few don’t get picked up, you’ll probably have one distributed sooner or later, especially as you grow in skill and confidence. As The Sword and the Script media blog put it:

“If you write a newsworthy press release and pitch it to the right people at the right time, your chances of coverage go up. More importantly, PR learns to do this by researching reporters and publications before pitching, which is timeless advice reporters give out freely year after year and study after study.”

Of course, if you decide you’re not up for crafting press releases yourself, there’s a resource you can always call upon: MediaJel. We’ve written hundreds of compelling press releases and helped countless dispensaries reach the top. Schedule a strategy session now!