Amplifying a Budding Industry’s Voice



Following the legalization of recreational marijuana for adult use in Michigan by voter approval in November of 2018, the state’s budding cannabis industry needed a public affairs partner with the talent and know-how to ensure a strong launch and footing for the future. After leading the communication and PR strategy for the ballot initiative, Truscott Rossman was honored to again be that partner.


With TR’s strategic communications support and the vision and leadership of executive Robin Schneider, the Michigan Cannabis Industry Association (MiCIA) was created and launched to be the voice for this new, growing industry in the Great Lakes State.

In close collaboration with MiCIA leadership, TR crafted a strategy and tactics to help the organization become an effective advocate, thought leader and the essential “go-to” for anything cannabis related.

From the association’s brand and logo to media outreach, speakers bureau and member communication tools and events, TR harnessed its team, connections and landscape awareness to position MiCIA as a credible voice of reason and persuasion in Lansing and in communities across the state. TR landed Robin interviews with dozens of major outlets across the state where her commanding presence and factual, informative points resonated. All were essential to ensuring the state enacted fair, safe rules and regulations as licensing began and the adult recreational market opened up.


Through TR’s work and partnership, Robin and MiCIA are known names and viewed as key voices impacting and steering effective, responsible policy around the growth of the state’s cannabis industry. MiCIA continues to add members who see a champion for them every step of the way.