What is CBD Brand Protection PR™ and how do I get it?


  • First, you’ll learn more about brand protection PR and why it’s so important

  • Then, you’ll get strategies to develop a 1-2 page crisis plan that is your go-to document to lead you through an issue or crisis

  • Finally, you’ll deep dive into the importance of consistent media relations and how it can make all the difference when a crisis strikes for your company or industry.

For an in-depth look at the conversation, you'll find a link to the video conversation on this topic on our YouTube Channel at the bottom of this blog.


Also, be sure to check out our free downloadable Power of the 4Cs document as well to help supercharge your communications.


You can listen to Move the Stairs Brand Protection PR™ conversation each week as a podcast! Find us on Apple Podcasts, Google Play, and Spotify.

The 3 components of a comprehensive Brand Protection PR™ Strategy


Component 1: Great Communication


Like any good relationship, developing loyalty starts with great communication. For a CBD business, you have the opportunity to talk to your audiences on multiple channels: social media, your website, blog posts, podcasts, and through the media. Use each opportunity to develop a loyal audience with the 4Cs: Clear, compassionate, consistent and conversational. Your content should be mostly educational and informational with a healthy of fun content and lifestyle messaging. Take every opportunity to create or enhance a relationship with your employees and customers


Component 2: A Crisis Plan


We not only do empirical research for best practices but we also have been involved in so many crises from the country’s deadliest listeria outbreak, to the Vegas concert shootings to most recently the supermarket shooting in Boulder. We learned from our journalism background- which is a master course in dealing with a crisis- that having a standard set of go-to tactics helps manage a crisis situation when it happens.


Here’s our quick 5-step plan:

  • Step 1- Assemble your crisis team

  • Do you know how to get a hold of them 24/7?

  • Do you always have backups in case people are out of town?

  • Step 2- Pull your “standby for more updates” crisis messaging that is already prepared

  • Consider using Twitter as your only crisis communication channel

  • Communication with and educate your employees first

  • Have an approval process for all messaging

  • Step 3- Manage the media

  • Do you need a staging location

  • Do you need WiFI, bathrooms and power

  • Step 4- Messaging

  • Have a current/updated media list

  • Think about press conference consistency

  • Use hashtags to help people find the right info

  • Step 5- Update your channels

  • Monitor social media for messaging that needs a response

  • Use Twitter lists to see what's being said about your brand

  • Consider how and when to issue press releases


Component 3: Consistent Media Relations


As former journalists, we all know that building media relationships is key. Reporters also work with people they know, like (maybe respect is a better term) and trust. To work well with the media, you need to:

  • Understand their perspective

  • Understand their job

  • Have thick skin

  • Help them with other stories

  • Become the thought leader they turn to

Want to go deeper on this topic? Dive into the full discussion:


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