Cassandra Dowell, US Managing Director for Americana Communications- Interview Series

In an industry expanding as rapidly across international borders as cannabis, an effective strategy for communications, brand building, and public relations is essential for any company looking to elevate its public profile. From distributing press releases and securing media coverage, to publishing informative blog posts across diverse subjects, to navigating the complexities of establishing brand awareness in a crowded marketplace, managing cannabis PR involves a wide array of responsibilities. Given the unique digital and advertising restrictions that even fully licensed, compliant brands face, specialized PR and marketing agencies must take an exceptionally creative approach to their strategies.

For a deeper look into what fuels effective PR, marketing, and cannabis-centric event planning, MyCannabis had the pleasure of speaking with Cassandra Dowell, US Managing Director for Americana Communications.

What topics in journalism did you mainly study while attending Roosevelt University? How did studying journalism in university give you an advantage in the quality of your reporting?

I had the opportunity to study under old-school print journalists dedicated to covering human rights issues, navigating city politics, and holding institutions accountable. While I studied broad areas of journalism, those experiences taught me the importance of asking questions that look beyond what is being presented and becoming your own best editor — which often means countless revisions and sleepless nights on deadline. 

Print journalism also deeply shaped my reporting ethics. I developed an incredible respect for investigative journalists, many of whom risk their lives around the world to cover human rights issues and share stories from communities that may otherwise go unheard. 

And I was an early VICE enthusiast. My friend and I would get to American Apparel right when it opened to pick up one of the limited copies of VICE Magazine they received. I felt like Shane Smith and his team were doing something important – telling stories that traditional media often overlooked. I also really enjoyed Hamilton’s Pharmacopeia, which brought a style of drug reporting that felt like Hunter S. Thompson with a foundation of real research and information.

My early influences in journalism continue to influence my work today. Whether I’m reporting a story or developing a communications strategy, I believe the most important skill is understanding what actually matters and communicating it in a way people can easily digest. Often, the details that seem small or overlooked are the ones that reveal the most compelling parts of a story.

I noticed you were involved with Students for Sensible Drug Policy! How did your involvement with SSDP provide you with a better understanding of the many issues surrounding drug policy in the US and also spur your interest in covering cannabis?

SSDP was a breath of fresh air. It complemented my journalism studies because, at the time, I was learning about the prison industrial complex and how many of those issues intersected with poor and discriminatory drug policies. SSDP encouraged me to understand the human consequences behind policy decisions.

That perspective influenced my reporting for years to come and ultimately led me to covering cannabis developments in Illinois as the state began its medical cannabis program in 2014. Cannabis was never just a business story to me; it was a story about the people impacted by these policies and how public perception was changing.

What types of stories did you write about while covering senior housing/real estate, and what were the most common issues that you reported on affecting the elderly?

While reporting on senior housing developments and related topics for Aging Media Network, cannabis was not the majority of my coverage, but I was able to weave it into my reporting as states began passing medical cannabis laws. I became curious about how senior living operators were responding: Would residents have access to cannabis as medicine? Would facilities handle it similarly to other medications? How would caregivers approach a treatment option that was still highly stigmatized?

I spoke with senior housing operators across the country, including in Colorado, which at the time was leading the country in cannabis legalization. What I found was that many facilities had adopted a “don’t ask, don’t tell” approach. Nurses and caregivers often had their own personal approaches to cannabis use among residents, creating inconsistencies and leaving seniors without clear guidance.

Ultimately, many of these decisions came down to larger regulatory and financial concerns. Organizations receiving state funding were understandably cautious because cannabis remained federally illegal and they risked losing critical support. It was a complicated issue that highlighted the challenges created when state policy advances while cannabis remains federally prohibited. Ultimately, it reflected a larger truth in policy decisions: financial realities shape what organizations are able to do.

With cannabis both in Illinois and nationally, what were your usual beats within the cannabis industry? Since Illinois was only medical back then, how limited were you as a reporter in what you could cover?

Cannabis was one of my beats, but my reporting was broader. I covered city council meetings throughout Lake County and Chicago, issues surrounding homelessness, and education programs for incarcerated individuals. Once you understand the impact certain drug policies can have, you start seeing those connections everywhere.

I remember speaking with a young man who was incarcerated for a cannabis offense and facing deportation to Mexico. He did not speak Spanish and was terrified about what that would mean for his future. At the same time, Illinois was preparing to launch its legal cannabis program. Seeing those two realities exist side by side showed the complicated transition happening across the country.

I also wrote for the international news site Marijuana Investor News, which focused on the financial side of the emerging industry. At that time, mainstream business outlets like Bloomberg, Reuters, and Forbes were only beginning to cover cannabis, so trade publications played a critical role in building the industry’s knowledge base and providing the in-depth reporting investors and operators relied on.

What were some exciting chapters with Revolution Enterprises that you served as VP of Communications for? When it came to cannabis PR and marketing in particular, what were the most valuable lessons you learned working for such a large company?

My time at Revolution Enterprises shaped the trajectory of the rest of my career in public relations. Being on the frontlines of a program that had the potential to change lives — while also entering a highly stigmatized and misunderstood industry — was both exhilarating and challenging.

When Illinois launched its medical cannabis program, there were significant barriers preventing the patients who needed it most from accessing it. Patients were required to complete processes like fingerprinting that were not always realistic for individuals with mobility challenges or serious health conditions. Meanwhile, operators were facing intense requirements to keep businesses running despite a limited patient population.

A major part of my role was helping educate the public about the program. The founder and CEO traveled throughout the state, joining local television stations and speaking directly with communities about how the program worked, who qualified, and how cannabis could potentially provide therapeutic benefits.

The biggest lesson I learned was that communication in emerging industries is about education first. Before people can support a company or a product, they need to understand it. Building trust required transparency and the ability to explain complex topics clearly to the people affected by the program. 

Additionally, I saw firsthand how a new industry could transform small towns and create new opportunities for local communities. We saw restaurants open near our facilities in southern Illinois, and it was rewarding to support employment opportunities for local residents who were eager to be part of that growth.

I’m grateful to have worked alongside such a passionate and intelligent team. Everyone brought something unique to the table, and their collective efforts helped shape the company’s success today.

How did your many years at CMW Media help you refine and strengthen your cannabis PR expertise? How did you see the California market in particular expand during your time with CMW?

I joined CMW Media shortly after California passed Proposition 64 and relocated from Illinois to San Diego, California. It was an exciting time because the optimism around cannabis legalization was palpable. Investors and entrepreneurs were all looking to be part of what many believed would become one of the fastest-growing industries.

I immediately began working on communications for a publicly traded cannabis company, focusing heavily on investor relations and helping translate complex business strategies into stories that resonated with both media and stakeholders. 

I secured coverage in outlets including TheStreet, Bloomberg, The New York Times, CNBC, and Fox News at a time when many mainstream outlets were just beginning to understand cannabis as a legitimate business story. I worked with reporters to convince their editors to greenlight cannabis coverage.

My journalism background became one of my greatest assets. I approached PR by thinking like a reporter – asking what questions an audience would have, and why someone should care. Over time, I expanded my work to include ancillary cannabis companies, psychedelics organizations, and other emerging industries. 

What in particular encouraged you to create Dowell Communications, and what have been some achievements you’ve celebrated/reached with your company so far?

I founded Dowell Communications after the closure of CMW Media in 2024. Following the passing of its founder and my business partner, Andrew Hard, I decided to build on the best parts of my experience there and create something new. 

Dowell Communications allows me to continue doing the work I’m passionate about, supporting innovative companies and telling stories within emerging industries where there is always something new to learn. 

What are some of your duties as Managing Director, US for Americana Communications? How did you and Nicole first meet and why is it unique to provide PR services for such young and emerging industries?    

Nicole and I first worked together at CMW Media, where we collaborated on a number of clients and developed a great working relationship. When we had the opportunity to work together again, it made perfect sense. We each lead communications in our respective markets – me in the U.S. and Nicole in the UK – under the Americana Communications brand she so beautifully created. That structure gives our clients something that’s becoming increasingly important as companies expand internationally: a truly global communications team with local expertise on both sides of the Atlantic.

As U.S. Managing Director, much of my role is helping companies understand how to communicate in industries where regulations and public perception are constantly evolving. Our work has also expanded beyond traditional media relations to organizing curated media events and serving as media partners for conferences including ICBC Berlin, Cannabis Europa London, and most recently, Hemp Beverage Expo in Austin, where I also oversaw press relations.

The majority of my day is spent talking with reporters, ghostwriting content, and developing press releases, but my favorite part is meeting with clients. Those conversations allow us to step in as an extension of their leadership team and help shape the communications strategy behind the work they’re building.

What makes working in emerging industries especially rewarding is that PR often extends far beyond building brand awareness. Many of our clients are introducing entirely new technologies, products, or business models that require education before adoption can happen. Our role is to help explain why those innovations matter and build the trust needed for companies to grow into new markets.

As someone who’s worked in cannabis PR and media for so long, how have your roles and duties changed as more American states are starting to legalize cannabis?

When I first entered cannabis, much of the work centered around education and legitimacy. Companies were explaining what cannabis was, how regulations worked, and why the industry deserved to be taken seriously.

Today, cannabis is much more established, but that has created new challenges. The novelty factor has disappeared. Five or ten years ago, simply having cannabis as part of a story was often enough to generate interest. Now, with so many legal markets, companies have to work harder to stand out.

The media landscape has also changed significantly. Public relations professionals are seeing more paid opportunities as newsrooms face financial pressures and the line between earned media and sponsored opportunities continues to evolve.

Ultimately, the role requires constant adaptation. The fundamentals remain the same: understanding what makes a story matter and finding the right way to tell it.

What are some distinct ways that you have to alter both your job duties and services offered depending on if your client is in the US or a European market?

We pride ourselves on staying up to date with local regulations and the broader trends shaping a client’s town, region, or country. That’s crucial to developing meaningful communications strategies and ensures we’re speaking with reporters about the topics they actually care about.

Every market has its own goals, challenges, and media landscape. What resonates in one country may not resonate in another, so it’s our job to understand those nuances and be mindful of them as we develop and present a company’s messaging. 

How do you envision that the rescheduling of cannabis here in the US will change your offered PR services and media opportunities for cannabis companies in general?

As federal reforms continue to improve access to institutional capital, we’re already seeing more cannabis companies pursue public market opportunities and major exchange listings. That will create greater demand for communications focused on investor relations, M&A, corporate reputation, executive visibility, and exit strategies – not just product launches and consumer media.

While early cannabis PR was largely about proving the industry deserved a place in mainstream conversations, companies today are thinking more about growth and long-term positioning.

I also expect a greater focus on the intersection of cannabis and pharmaceuticals. As research expands and regulations evolve, operators will need to think strategically about how they align with, or differentiate themselves from, pharmaceutical options and communicate their value in an increasingly competitive market.

Thank you for joining us, Cassandra! For more information on Americana Communications, please visit its website.