Michael Mejer, Founder of Green Lane Communication – Interview Series

As cannabis becomes far less counterculture and more mainstream, fully licensed businesses within the industry are looking for proper media opportunities to showcase their brand and products. Luckily for these brands and businesses, there are some experienced and dedicated media/PR professionals ready to assist these companies in building their media portfolios and overall reach. One media/PR professional with an extensive background working with these brands to expand their media coverage while providing public relations services in this nascent industry is the Founder of Green Lane Communication, Michael Mejer.

What subjects did you study in university, and what inspired you to get your MBA degree from Molloy University?

I studied biology with the goal of becoming a physical therapist. But as I neared the end of my undergrad, I realized it wasn’t for me. I’ve always been drawn to business, so pursuing an MBA with a focus on marketing felt like the right move (one with a strong ROI). Looking back, my biology studies weren’t wasted. They gave me a deeper understanding of how cannabis interacts with human physiology and the plant’s medicinal potential, something often overlooked in favor of big pharma’s profits. But that’s a conversation for another time.

What were some common topics/lessons of your MBA program, and how did those subjects later become useful in your career in public relations/communications?

Communication, public speaking, and market analysis all translate directly to PR. Learning about operations has also been invaluable. It helps me zoom out and ensure Green Lane Communication is running smoothly rather than getting stuck in the weeds (no pun intended).

What were the first roles you worked in public relations, and what were some notable marketing projects you were assigned while you were freelancing?

I started as a publicity assistant at The PR Freelancer, a boutique agency specializing in business book publicity. I soaked up everything I could because I knew I’d eventually branch out on my own. I wanted to learn PR, media relations, sales, operations, and team building. I wasn’t interested in text book learning and just understanding theories. I wanted to learn through hands-on experience.

One of the coolest projects I worked on was the book launch for Almost by North Face founder Hap Klopp.

What initially caught your professional attention of working in public relations/communications but with a cannabis focus?

I’ve always been fascinated by cannabis research and its health benefits. My curiosity led me to 7 Leaf Clover, a hemp wellness shop on Long Island, where I asked the owner a million questions about CBD, full spectrum vs. broad spectrum, and more.

Then, something incredible happened. An older man walked in, struggling with severe tremors. He could barely open the door, couldn’t speak, and his wife had to do the talking. They were frustrated with big pharma’s solutions and desperate for an alternative.

The shop owner gave him a tincture sample, and within two minutes, his tremors subsided. He regained control, turned to his wife and the shop owner, and said, “I need the biggest bottle of whatever shit that was.” Seeing that transformation firsthand made it impossible not to want to get involved.

What inspired you to create Green Lane Communication, and what did you initially hope to achieve with this business?

That experience pushed me into the industry. Given the strict marketing and advertising restrictions in cannabis, I saw a massive opportunity. I knew earned media and thought leadership could be powerful workarounds to these challenges, helping brands get visibility without relying on traditional ad channels.

From your experience running Green Lane Communication, what are some frequent issues that your clients run into regarding PR and communications?

A big one is the misconception that PR is easy. When companies see competitors landing media coverage, they assume it’s just a few emails, some schmoozing, and boom—instant results. They don’t realize the amount of work behind the scenes, from sourcing opportunities to crafting the right messaging to making sure every media appearance has a clear objective.

Another issue is misunderstanding media relations. Some think PR is just calling a journalist friend to get a puff piece written. That’s the fastest way to get blacklisted. Building real media relationships takes time and trust.

How does the frequency or type of those problems change on a state-to-state basis? Would you say that New York cannabis businesses have more commonly occurring problems than those situated in Massachusetts or Maine?

The fundamentals of PR stay the same, but state-specific regulations shape marketing challenges. Some states have stricter advertising rules, forcing businesses to lean on earned media more. That said, even within the same state, every operator faces unique challenges. That’s why it’s crucial to dig deep and understand a client’s specific roadblocks before crafting a PR strategy.

What have been some notable accomplishments and/or business highlights that you’ve received with Green Lane Communication?

We measure our success by our clients’ wins. We’ve helped businesses attract U.S. and international investors, secure top-tier placements in outlets like Forbes, land speaking opportunities at conferences like MJBizCon and NECANN, and gain local media coverage that drives foot traffic. For me, the best part is the rush of landing a big opportunity for a client. That “new media” high never really fades when you love what you do.

What are some exciting future plans that you and Green Lane Communication have?

To kick off 2025, we’re excited to be an official PR partner for Fat Nugs Magazine and have some exciting collaborations in the works. Beyond that, we’re focused on continuously improving our internal processes, strengthening relationships with media professionals, and helping our clients grow with us.

How would you envision a federal rescheduling of cannabis from Schedule I to Schedule III changing not just the operations of Green Lane Communication but also cannabis PR/communication in general?

Rescheduling would likely give more brands the bandwidth to invest in PR campaigns they’ve been holding off on, which could mean growth for our team.

More broadly, it would trigger a surge in media interest. There’s going to be a lot to cover in terms of patient access, business operations, and policy changes. Is it a silver bullet to make the industry and community a perfect place? No. But is it a step forward? Absolutely.

Thank you for joining us, Michael! Please visit its website for more information on Green Lane Communication and its services.