Benjamin Prince, PR Director at MATTIO Communications – Interview Series

Despite slow movement on federal reform, the scale of today’s U.S. cannabis industry makes standing out a daunting task. Even in states with licensing caps, the market is crowded with competing brands and product formats. Winning consumer attention—and loyalty—requires far more than a catchy slogan or clever packaging. In a massive market like New York, promotional strategies must be tailored to specific product formats, and even proven PR approaches must adapt at a moment’s notice.

To explore effective PR strategies for cannabis brands and how industry needs have evolved over time, mycannabis.com spoke with Benjamin Prince, PR Director at MATTIO Communications.

In retrospect, what became the most worthwhile courses and concepts in digital communications that you learned while at Baruch College? Even though your studies weren’t focused on the cannabis industry, how did those lessons and studies become effective while working with cannabis clients?

One class that stands out was an advertising course that covered campaign development and using data to shape your approach. The biggest takeaway was learning to look beyond what a brand wants to say and consider what matters to its audience. That’s been useful in cannabis PR, where market data can help us connect a client’s story to a broader trend and show reporters why it matters to their readers.

How did your internships give you a more detailed understanding of marketing and PR than classes alone could?

My internships helped me put what I was learning into practice. At Berg Bites, I handed out samples and heard feedback firsthand, which showed me the value of listening to your audience. Later, at Super Connector Media, I supported publicists with pitch research, media lists and monitoring. That helped me understand how much preparation goes into a strong pitch and why finding the right reporter matters just as much as the message itself.

How did your role and duties with Super Connector Media change depending on the industry the client was operating in? How did you rely on your studies and internships during those first early years?

At Super Connector Media, I worked across several industries, with a lot of my focus on health and wellness and food and beverage. My core responsibilities included research, pitching, media outreach and client support, but the approach varied by client. For a consumer brand, we might pursue product coverage, while a doctor or psychologist could offer commentary on a timely topic through a TV interview. My studies helped me think about the audience and messaging, while my internships gave me a practical foundation to build on as I took on more responsibility.

What professionally interested you about joining the MATTIO team? What do you feel like they were doing differently and more efficiently in the world of PR and media relations?

What initially drew me to MATTIO was its focus on cannabis. I supported both medical and recreational use and saw an opportunity to build my communications career in an industry I cared about. I first learned about the agency while I was still gaining experience, then reached out again once I had more under my belt. The team’s deep understanding of cannabis and ability to connect it to broader business and cultural stories really appealed to me. There’s also something meaningful about doing this work during a historic period for the industry, and I’m grateful to be part of that with the team.

Based on your experience working with clients in other industries, why is PR and media relations for cannabis so unique and different from working with those other industries?

One of the biggest differences is navigating the stigma that still surrounds cannabis. There’s often an educational component, whether that means challenging an outdated assumption or explaining how the industry operates. We’re looking for stories that earn meaningful coverage for clients while giving audiences a more informed perspective on the plant and the industry. Being able to do both during such a significant period of change makes the work especially rewarding.

As someone who’s been with MATTIO for quite a few years now, how have the needs and goals of your cannabis clients changed over the years? Have their objectives grown in size and scope as the industry has grown alongside them compared to only a few years ago?

Reaching mainstream audiences has always been central to our approach. What’s evolved is the range of stories we can tell as clients grow and cannabis becomes a bigger business, policy and cultural conversation. The discussion around federal rescheduling has created opportunities to bring client perspectives into national news, and there’s a growing international component as cannabis markets develop overseas. Clients’ goals have broadened, and our work reflects that, whether we’re introducing them to new audiences or supporting their expansion into new markets.

With MATTIO, what are some examples of very successful media campaigns that you either helped orchestrate or were behind? What made those campaigns so memorable?

A few stand out. I secured a Thrasher placement for former client Timeless around its Shred for the Cure event supporting brain cancer research. As someone who loves skateboarding and Thrasher, that was especially rewarding.

I also secured a Sacramento Business Journal feature on Natura, bringing its story to its hometown business audience.

Another was helping develop a Bloomberg Law story on cannabis intellectual property featuring Arcana Collective. That was rewarding because it brought the client’s perspective into a broader conversation about the industry’s future.

I also worked with our team to secure Forbes coverage for multiple clients after Biden became the first president to promote easing cannabis policy in a State of the Union address. Helping bring client perspectives into that historic conversation was memorable.

From your experience and with how nascent the cannabis industry is, why is it so vital that cannabis brands both large and small utilize the services of a media relations firm?

Cannabis moves quickly, and brands are already navigating a complicated, constantly changing industry. A PR firm takes the day-to-day work of tracking media opportunities and building reporter relationships off their plate. At MATTIO, we pair those relationships with a deep understanding of cannabis and the industry to help clients build credibility and reach broader audiences. Over time, that consistent work can also help their leaders become trusted sources reporters turn to for insight.

How does working with a PR/media relations firm help with those very important aspects of brand building and reputation? How can a firm assist in building a profile and desired demographic for a brand?

It starts with understanding what makes a brand distinct, who it wants to reach and what matters to that audience. From there, we help refine its messaging and identify stories and outlets that are a good fit. Coverage in publications that audience trusts can introduce the brand to new people and give them a reason to learn more. Over time, that work helps build recognition and a clearer understanding of what the company stands for.

With a federal rescheduling and other reforms possibly on the horizon, how do you think those major changes could impact or alter the PR and media-related needs of cannabis brands?

As policy evolves, I think brands will need more help explaining what changes mean for their businesses and customers. Reform could bring more mainstream media interest, along with greater scrutiny. Our role is to help clients offer informed perspectives and communicate clearly about what’s changing and what remains uncertain. That creates opportunities for both timely commentary and deeper stories about how those changes affect businesses and consumers.

Thank you for joining us, Benjamin! For more information on MATTIO’s services, please visit its website.