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How Two PR Veterans Are Rolling a Joint for the Legalised Cannabis Industry



Kristen Grossi and Alysha Light, co-founders at Joint PR, on coming together to launch an LA-based powerhouse communications agency in for cannabis brands.

How Two PR Veterans Are Rolling a Joint for the Legalised Cannabis Industry

Kristen Grossi and Alysha Light are both veterans of the PR game. Kristen is the founder of talkTECH, a PR agency helping tech startups navigate the media. Alysha's company, Flight PR, is on hand to help companies from the marketing, design and entertainment. Recently though, the pair have decided to launch a spin-off agency, spotting a gap in the market for PR and an opportunity to go into business together. It's called Joint PR and is dedicated to the PR needs for any companies operating in the newfound world of legalised cannabis (which goes some way to explain the choice of name). 

Given the relatively unknown opportunities for companies within this space and how they interact with the media, we were intrigued to know more about Kristen and Alysha's new venture. LBB's Addison Capper chatted with the pair to find out more. 

LBB> You're both well established in the creative, entertainment and tech PR businesses - what inspired you to launch Joint? 

Kristen and Alysha> We’ve built our careers over the past 15 years in niche markets, whether working with top ad agencies or the world’s most recognisable brands to being part of the tech startup boom on the west coast. We saw an opportunity in an emerging industry and we wanted to leverage our unique backgrounds to help bring legitimacy to legal cannabis and make it mainstream. We also knew there was a need for experienced PR agencies catering to up-and-coming cannabis brands and saw an opportunity to offer a viable service to this evolving space.


LBB> How do you two know each other? And why did it feel right to go into business together? 

Kristen and Alysha> We were introduced by a mutual friend who knew that we were two independent women consultants in PR who also happened to be Chicago expats living in Los Angeles. When we met, we hit it off and started working together - hiring each other when we each needed help on business. Fast forward a few years, and when the idea came up to launch a spin-off agency dedicated to cannabis, we felt it was the perfect timing to formalise an official partnership together. 


LBB> I presume that because of the recent legalisation of cannabis, all of the companies that you'll be working with at Joint will be startups of some sort. Is that the case? What are your thoughts on that and what kind of opportunities does it offer you from a PR perspective?

Kristen and Alysha> Our clients have actually run the gamut - from a pioneer in the wellness industry that sells a range of premium cbd products, to a discovery platform that helps consumers search and shop for the best cannabis products, to a private investment firm for emerging cannabis companies. We love the variety and learn more and more about the space with every client we partner with.

LBB> From a PR perspective, who do you find yourselves pitching to for cannabis brands? And what kind of stories and angles are you seeing regularly? 

Kristen and Alysha> The media space for cannabis is actually pretty far-reaching and ever-evolving. Many of the mainstream business and lifestyle outlets now have a dedicated writer (or in some cases a team) who covers cannabis. Also, there are a number of cannabis trades popping up every day. 

LBB> Just from a personal perspective, how do you find working on cannabis brands? Does it cross your mind or is it just business? 

Kristen and Alysha> We’re really impressed by the wealth of knowledge, expertise and the incredible amount of passion we’ve seen from our clients. One example is a chief science officer who has dedicated 25+ years of his life to growing the most nutrient-rich hemp plants. Earlier in his career, he would literally sit bedside with people who were terminally ill who came to him as a last resort to help relieve their pain with cannabis.

LBB> What does the future hold for Joint? 

Kristen and Alysha> We want to continue to partner with established and emerging cannabis companies across every stage and every corner of the industry, including Canada.  

LBB> And what does the future hold for the cannabis business? 

Kristen and Alysha> We believe cannabis will eventually become legalised and take on a more prominent role in the world as it becomes more mainstream. Also, we foresee consumers taking a more active role in becoming more educated about the power and various uses of the plant.

LBB> Any parting thoughts?

Kristen and Alysha> As two women who also happen to be POC, we’re delighted to bring a diverse perspective to the industry given our individual backgrounds. Representation matters!

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Categories: Medicine and remedies, Pharmacy

LBB Editorial, Wed, 04 Dec 2019 16:34:46 GMT