What Has Delaware's Governor's Veto Taught Us?
The recent veto of a cannabis bill by Delaware Governor Matt Meyer, reported by Marijuana Moment (article sited below), offers a powerful lesson for the entire cannabis industry. It clearly shows that success isn't just about legal victories; it's about investing in public relations, community engagement, and earning a "social license to operate" (SLO).
The Governor's Veto: A Call for Partnership, Not Preemption
Governor Meyer's veto of a bill that would have overridden local zoning authority shows that a top-down approach won't work. His reasoning, as stated in a press release, was to "work with our counties as partners, not by stripping communities of their voice" (Source 1). This proves the need for cannabis businesses to move beyond simply lobbying for favorable state laws and instead focus on building relationships at the local level. Ignoring community concerns and local governments, as the vetoed bill would have done, can create a political backlash that delays or even derails market development.
Earning Your "Social License to Operate"
The governor's decision was fundamentally about the concept of a social license to operate (SLO). An SLO is the inferred approval and acceptance a business earns from its community, going beyond just legal permission. Meyer made it clear that a sustainable cannabis market must gain trust by being a responsible community partner. He proposed that cannabis businesses and the state should work with local governments, including exploring "revenue-sharing to offset the local costs associated with zoning, permitting, enforcement, and infrastructure" (Source 1). This shows that for the cannabis industry, earning an SLO requires more than just following the law; it means actively contributing to the community's well-being and addressing its concerns.
To be truly successful and sustainable, cannabis businesses must cultivate their SLO by integrating public relations with civic and community engagement.
Building Relationships Through Civic and Community Engagement
Governor Meyer's veto was a direct result of a perceived lack of partnership. By vetoing the bill, he made it clear that local governments want to be seen as partners, not as obstacles to be circumvented. He emphasized the importance of "respecting local zoning" and working with counties to "earn public trust" (Source 1). This signals that cannabis businesses can't just operate from a distance; they must become active members of the communities they wish to serve.
Civic Engagement: This involves actively building relationships with local officials, including city council members, zoning boards, and law enforcement. A business should understand the specific concerns of these leaders, like local costs for permitting and enforcement, and participate in creating solutions. This helps mitigate the “Not in my back yard” thought that some may have when a cannabis business wants to enter their area.
Community Engagement: Beyond politics, a business must connect with the public directly. This means attending community meetings, addressing resident concerns about issues like safety, underage use, and odor. Demonstrating a commitment to being a good neighbor and desire to be a good partner. Sponsoring local events, creating jobs for residents, and contributing to community projects are all ways to show that a business is a responsible and valuable asset.
Leveraging PR to Develop an SLO
Public relations (PR) is the strategic tool used to amplify these engagement efforts and build a strong SLO. It’s not just about managing a crisis; it’s about shaping a positive narrative from the start.
Proactive Messaging: Investing in a P.R Firm would help cannabis companies frame their business as a positive force in the community. Instead of waiting for opposition, they can lead with messages about contributing to the community's well-being and displacing the illicit market. This proactive approach builds a reputation as a responsible industry before any conflict arises.
Crisis Prevention: A strong SLO acts as a buffer against opposition. If a business has already built trust with local leaders and residents, any potential controversy is less likely to escalate. A PR firm can help monitor public sentiment and facilitate conversations before they turn into public clashes, ensuring a smoother path to operation.
Overall, the Delaware situation serves as a powerful message to the businesses, big and small, within the cannabis industry. It proves that to build a durable and successful cannabis market, businesses must invest in more than just their products; they must invest in strategic public relations, genuine community and civic engagement, and the ongoing work of earning their social license to operate.
Sources:
Marijuana Moment, "After Delaware Governor Vetoes Bill To Block Restrictive Marijuana Zoning Rules, Senator Says He 'Lied' About A Deal To Enact It," https://www.marijuanamoment.net/after-delaware-governor-vetoes-bill-to-block-restrictive-marijuana-zoning-rules-senator-says-he-lied-about-a-deal-to-enact-it/.