In the rapidly evolving cannabis industry, effective public relations (PR) is crucial for businesses to navigate the complex landscape and establish a strong brand presence. PR firms play a pivotal role in shaping the strategic direction of cannabis programs and ensuring that clients from various sectors of the industry are seen in a positive light.  In this thought-provoking interview, we had the pleasure of speaking with Jordan Isenstadt, Senior VP at Marino PR, a leading PR firm in New York. Jordan shared his insights on the challenges and opportunities of PR in the cannabis industry, as well as the importance of destigmatization and normalization. Let's dive into the key themes discussed and explore their implications for the future of the cannabis industry. One of the main challenges faced by the cannabis industry is the negative perception and stigma associated with cannabis use. Jordan emphasized the importance of humanizing cannabis brands to counter these stereotypes and showcase the human-driven nature of the industry.