From Passion to PR

Michael Mejer, founder of Green Lane Communication, didn’t enter the cannabis industry by accident. He was inspired. Years ago, while visiting a hemp wellness center, he watched CBD ease the tremors of a patient right before his eyes. That moment of transformation left a lasting impact. “It was like a light bulb went off,” Michael says. “If more people saw the real, positive impact of cannabis, maybe they’d start to question the old stigma and look at it differently.” Since that day, he’s dedicated himself to shifting public perception, bringing credible information to light, and helping cannabis brands tell their stories authentically.

Finding Purpose and Passion in Cannabis PR

For Michael, cannabis is more than just a product—it’s a mission. The stigma surrounding cannabis has come a long way, but he believes there’s still a lot of work to be done. “At the end of the day, it’s about freedom of choice and safe access,” he explains. That freedom isn’t just about legalization; it’s about giving people the option to choose cannabis for health, wellness, or even as an alternative to alcohol. “It’s not for everyone,” he admits, “but people should have that choice without judgment.”

His drive to change the narrative around cannabis led him to start Green Lane Communication in 2018. Michael wanted to help cannabis brands share their stories, build trust, and earn credibility. But as the media landscape has evolved, so has his approach. “Today, it’s about meeting people where they are, and that’s not always in the traditional media space,” he explains. Now, in addition to news placements, Michael helps build the personal brands of cannabis executives, positioning them as thought leaders through platforms like Substack and other niche publications.

The Heart of Green Lane: Storytelling and Trust

When Michael talks about Green Lane’s services, he keeps it simple: “Our goal is to amplify brand awareness, build trust, and establish credibility.” At the core of this approach is storytelling. “We’re wired to connect with stories,” he says. For every client, Michael and his team work to find the narrative that will resonate with audiences and make the brand feel human. From securing media placements to arranging speaking engagements at industry events, Green Lane’s approach revolves around helping clients tell authentic stories.

One of the unique aspects of Green Lane’s work is how it adapts to each client’s goals and audience. “For example, we might help a CEO build thought leadership by placing articles in industry-specific newsletters rather than traditional media,” Michael explains. By leaning into alternative media channels, Green Lane ensures its clients are reaching their target audiences in ways that feel authentic and relevant.

Navigating the Complex Landscape of Earned Media

Michael’s job isn’t easy, and he’s quick to admit that earned media comes with its own set of challenges. Cannabis still faces stigma, and mainstream outlets are often hesitant to cover it. “You can’t just pitch cannabis as another product story,” he says. “You have to find common ground with each journalist and speak their language.” His approach to pitching is about creating a bridge, framing cannabis stories in ways that are accessible and engaging for journalists who might not be familiar with the industry.

Michael recalls how many journalists he’s spoken with over the years have advocated for dedicated cannabis coverage within their outlets. “It’s been a slow process, but we’re starting to see it pay off,” he shares. Today, more mainstream publications are expanding their cannabis coverage, but the journey is far from over. “It’s all about building relationships,” Michael says, emphasizing that long-term connections with journalists are key to breaking down barriers and achieving meaningful coverage.

Trust as the Backbone of Green Lane’s Approach

One of Michael’s biggest challenges is helping new clients understand what earned media can realistically achieve. “You don’t have full creative control in PR,” he explains. Unlike advertising, where brands can dictate exactly how they’re portrayed, earned media leaves room for interpretation. “You might not get a specific image or link placement, and that’s something I make sure clients understand upfront,” he says.

Building trust with clients involves more than managing expectations—it’s about educating them on the differences between PR and advertising. Michael explains, “Advertising says, ‘Buy my product.’ Earned media says, ‘This is important.’ Both are valuable, but they serve different purposes.” He believes that being honest and transparent with clients helps build long-term trust and a shared vision for what PR can accomplish.

Michael takes a similar approach when working with journalists, emphasizing quality over quantity. “If I wouldn’t recommend a product to a friend, I wouldn’t pitch it to a journalist,” he says. This commitment to only sharing meaningful, well-supported stories has helped Green Lane become a trusted resource in cannabis PR, which is crucial in an industry that’s still fighting for legitimacy.

Expanding Green Lane: A Growing Team with a Shared Mission

What started as a one-person operation is now a growing team of three, with plans to expand further in 2025. For Michael, this growth isn’t just about numbers—it’s about building a strong foundation. “I wanted to make sure our systems were solid and that everyone had the tools they needed to succeed,” he explains. By creating a supportive, well-organized environment, he’s empowering his team to bring Green Lane’s mission to life on a larger scale.

The expansion has also given Michael the chance to consider bringing back his podcast, A Mejer Journey. “I miss those conversations with people,” he says, reflecting on how the podcast allowed him to dive into the stories behind the industry. While he hasn’t finalized the format, he’s excited about potentially reconnecting with audiences and sharing more stories from the cannabis world.

Staying Grounded in Relationships and Authenticity

Michael’s approach to PR is refreshingly grounded. In an industry where brands are often vying for attention, he believes in taking a thoughtful, relationship-first approach. “When you work in PR, especially in cannabis, you’re building bridges every day,” he says. And while earned media doesn’t always lead to instant results, Michael sees each interaction as a step in the right direction.

He recalls times when clients have been interviewed for top-tier outlets but ended up with no quote in the final article. “That can be frustrating,” he admits, “but it’s part of the process.” Michael encourages his clients to see each media interaction as an opportunity to build a relationship with journalists. “If you’re helpful and provide real insights, they’ll remember you, and that can lead to more coverage down the line,” he explains.

This long-term perspective is what sets Green Lane apart. Rather than focusing on immediate wins, Michael is committed to building lasting connections with journalists and clients alike. “Trust isn’t built overnight,” he says. “But when it’s there, it makes all the difference.”

The Road Ahead: Purpose, PR, and Public Perception

For Michael, Green Lane’s mission goes beyond traditional PR goals. His work is about reshaping public perception, advocating for safe access, and promoting the freedom to choose cannabis without stigma. “People should have the option to choose cannabis for health, wellness, or just to relax,” he says, “and they should be able to do so without judgment.”

With a growing team and an expanding client base, Green Lane is poised to make an even bigger impact. But Michael’s approach remains focused on the fundamentals—storytelling, relationships, and authenticity. Through Green Lane, he’s helping cannabis brands share their stories in ways that matter, pushing the industry toward greater acceptance and understanding.

How You Can Connect with Michael

If you’re curious about cannabis PR or interested in learning more about earned media, Michael invites you to connect with him on LinkedIn. “I’m always happy to answer questions and help people understand the ins and outs of PR,” he says. His goal is to demystify the process and provide value for anyone navigating the complex world of cannabis communications.

By focusing on authentic stories and meaningful relationships, Michael Mejer isn’t just building a business—he’s helping to shape the future of cannabis PR, one story at a time.