Kim Prince, Founder of Proven Media – Interview Series

With the Arizona cannabis industry having surpassed $1 billion in annual sales numerous times, a dedicated firm of PR and/or marketing professionals for those flourishing cannabis businesses in the Grand Canyon State is necessary. One such firm, Proven Media, has worked with some very prominent clients across all sectors of the cannabis industry, both in Arizona and nationwide. To better understand effective cannabis public relations and the duties involved, mycannabis.com had the pleasure of speaking with Kim Prince, Founder of Proven Media.

What subjects and topics of journalism did you study while attending Northern Arizona University? How do you think your degree gave you a deeper understanding of both public relations as a whole and the needs of your clients?

I have a degree in journalism with an emphasis in advertising. My degree has absolutely helped me in my career and changed the trajectory of my life. I was actively involved with the college newspaper and a publication called the Spivey. I was able to learn from real-life examples, make a lot of mistakes and get those out of the way before I started my career. I was also a waitress in college, which taught me a lot about how to deal with people, and how to hustle. Both experiences were invaluable.

Prior to founding Proven Media, what industries and roles did you work in, and how were your PR/marketing skills strengthened during that time?

I was very lucky to have a fruitful corporate career. My first job out of college was at an alternative weekly newspaper where I learned so much from the maverick editors, publishers and sales directors who ran the paper. Following that, I went to work doing marketing communications for a high-tech firm. My boss there was also outstanding and taught me so much. While it was the lower-tech segment of the industry, the position taught me to think big. Working with engineers was wonderful. They were smart and methodical, but at the same time, they appreciated great creativity.

What inspired you to create Proven Media? What gaps in proper marketing services or other similar issues in particular made you decide to create the firm?

As the daughter of a Greek immigrant, I always loved this country and knew I wanted to start my own business from a very young age. In college, I had my own business helping people with resumes and formatting their research papers. I developed the idea for Proven Media when I was still working in corporate. I got derailed by starting several other non-communications businesses after I left corporate. I was recognized as Entrepreneur of the Year by the Business Journal and ASU West for those businesses, so I was successful, but I couldn’t wait to sell them and get back to where I wanted to be, in marketing communications. I started out serving my community with Proven Media but quickly got bored. When I found out I could take my professional skills and apply them to an emerging industry, I jumped at the opportunity.

How do the PR/marketing services offered and the needs of your clients change depending on whether the client’s business is either B2B or B2C?

I love this question. Consumers can make quick decisions and generally don’t need to approve the purchase with anyone with the exception of a family member if at all. B2B purchases are much more complex. They often require a buy-in from many different parties, including a CEO, CFO, purchasing manager or other party. If a consumer makes a bad purchasing decision, it can be frustrating, but if a B2B purchaser makes a bad purchasing decision, it can affect their job, the company, their peers or their customers. There is generally much more at stake in B2B buying decisions.

Since Proven Media has offices in both Scottsdale, Arizona, and Providence, Rhode Island, as well, what have been the largest differences between your East Coast cannabis clients and your more West Coast/Southwest-located clients?

Our senior advisor and former company president, Neko Catanzaro, lives in Rhode Island. She brings an Ivy League intellect to our team and with my state school background, we make a good team. We complement each other. Clients on the West Coast are generally more laid back. Clients on the East Coast wish they could visit us more in sunny Arizona. But in the end, customers are customers and they all want to succeed.

From your experience with Proven Media, what are some PR/marketing needs that your cannabis clients have that businesses in other industries might not have?

Clients need workarounds for social media because Meta isn’t cannabis friendly. And, compliance is first and foremost in mind in everything we do for clients.

What have been some of the best recognitions and awards that you and Proven Media have received in the cannabis space?

Recently, I was named a Top 5 PR Powerhouse by Cannabis & Tech Today. I was in such good company there, among the best. It was a huge honor. The first recognition for the firm was being named a Top 5 Most Powerful Cannabis PR Firm by the Observer. I was mind blown. Since then, I have been named a Marijuana Venture Woman to Watch (thank you, Garrett Schwartz). The firm has made the Top PR Firms list by the Business Journal several times. I am grateful for each accolade and recognition. They keep me going on the hard days.

What have been some of the most prestigious conferences and universities that you’ve spoken/presented at?

To me, the highlight was speaking on stage at Javitz in NYC. For a small town girl, the daughter of an immigrant, I felt like I had really arrived. Christine Ianuzzi, the owner of the CWCB Expo (now the CMB Expo), invited me to speak and I am forever grateful.

Another huge honor for me is delivering the opening remarks and emceeing the 2025 MJBizCon Marketing Forum in Las Vegas, and moderating several panels there, too.

Recently, I was asked to speak with students at Northern Arizona University about careers. It was like coming full circle. It was so fun and I was so proud to come back to the school where I learned so much.

What are your regular duties as an advisory board member for The CMB Expo in New York? How does that expo assist cannabis businesses in making quality connections?

My contribution varies depending on what their team needs. I enjoy that event. We got Josh Kesselman from RAW on stage there, and that resulted in a ton of media coverage for him. The show owners know how to make guests feel special. They are connected to the community and to important politicians and stakeholders. They are kind and generous of spirit. They want to see their exhibitors succeed. And, let’s face it, there’s no place like New York City, in a way the epicenter of the world. I love it there. The highlight of that conference is always the Statue of Liberty harbor cruise. The owners of that event know how to do it right.

As the American cannabis industry increases in size and scope, how does Proven Media plan on working with cannabis businesses during these next exciting few years?

We are having so much fun addressing the expanding needs of the emerging industry. We will continue helping executives with their corporate messaging and doing traditional PR. Conversely, we are constantly evolving. We have also been producing influencer events, which have been really successful. We are also having a lot of fun with A.I.

Thank you for joining us, Kim! For more information on Proven Media, please visit its website.