Reversing Stigma of Marijuana
Reversing stigma is one of public relation’s most difficult tasks and some of the ways supporters use PR to help their campaign include using personal narratives and highlighting economic opportunities. The most successful pitches challenge prior beliefs about the drug and highlight its potential benefits, depending on the audience. As Cynthia Salarizadeh, director of public relations at CrowdFund Connect, Inc. points out: “If I’m pitching something to Forbes, I’m talking about economics,” she said. “If I’m talking to an outlet that is more community or health-based, I’m talking about epilepsy [and how medical marijuana can help].” Still, stigma and economy are a major factor when it comes to states like Ohio.
Legalization of Marijuana in Ohio
The most recent setback was the rejection of an amendment to legalize pot in Ohio. It was shot down 64% to 36% despite a 20 million dollar campaign by its supporters. Its failure to pass is a failure in PR. Not for the drug itself, but for the companies that would control distribution. The big buzzword killing the bill is “monopoly,” a word used to describe the business model. Some of the people advocating for the legalization of marijuana opposed the amendment because it could lead to a monopoly of the industry. Another reason the Ohio bill failed to pass was going from straight prohibition to recreational legalization without installing passing programs for medical marijuana first. Every state passing bills for recreational marijuana passed bills legalizing medical marijuana.
