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Lisa Buyer is an entrepreneur, author, wife, mom, digital junkie, and certified yoga instructor. She is the founder/CEO of The Buyer Group, a social PR agency, and the author of Social PR Secrets in its 4th edition with a foreword by Guy Kawasaki.  Digital Detox Secrets is now turned podcast of Lisa’s most famous book. The pocket guide is a series of tips, interviews and insights that have been curated by top industry experts. In this segment, Lisa shares her expertise in public relations, how to help create space, and balance in business digital life. Plus, she also provides a fresh and honest approach to face the challenges by other entrepreneurs when it comes to marketing their brands. Listen to this new episode and learn how Lisa helps brands crack the code with digital PR! My favorite word is optimization, and we make sure that all the content that we write from a PR and journalistic standpoint is optimized with keywords that journalists and also your audience will be searching for. – Lisa Buyer Download The Episode Companion For This Episode Some Topics We Discussed Include 1:28 – The Buyer Group 4:16 – Associated Press 15:06 – Participating in bigger PR 17:39 – Native content 26:46 – Common misconception about PR 33:27 – Where to find them People Mentioned / Resources Associated Press Michael Lovitch Hollis Carter Cameron Herold Guy Kawasaki Connect with Lisa Buyer The Buyer Group Instagram Twitter LinkedIn Connect with  Chip Baker Cultivate Colorado Cultivate OKC Growers Soil Facebook Twitter LinkedIn Tumblr Email   Transcript Chip Baker: Hey, this is Chip from The Real Dirt. Once again, we are going to have an excellent conversation on my favorite subject, ganja. That’s right. And today, I kind of have an unconventional guest, my good friend Lisa Buyer, and I know I say many of these people are my good friends, but Lisa is a good friend of mine. And Lisa is not involved directly in the cannabis industry. She’s kind of like me; she services cannabis people. Lisa runs the buyer group, which is a PR group. She is also the author of Social PR Secrets and Digital Detox Secrets. Welcome, Lisa. Lisa Buyer: Hi, Chip. Thank you so much for having me. Chip Baker: Yeah, man. I was so glad when you reached out and booked the time to be on the podcast. We always have such great conversations. And, you know, like, what does Lisa want to talk to me about on The Real Dirt? right, and today we’re going to talk about marketing and PR in the cannabis industry. And more specifically about an article that me and my wife Jessica just had written and put on the associated press. Maybe we can explain that and get get all into that. So, Lisa, tell me tell me a little bit about The Buyer Group. Tell me what you guys do. The Buyer Group Lisa Buyer: Yeah. So The Buyer Group is named after my last name is Lisa Buyer and so nobody can really believe that– especially when you go to make a major purchase like a car–  Chip Baker: Baker, right, same boat–  Lisa Buyer: So The Buyer Group is a social PR agency, and how are we different than most public relations agencies is we integrate social media and search marketing into the PR strategy. So I was an early adopter of taking traditional PR and just kind of turning it upside down and integrating digital, I thought everybody would be in the same kind of pace as I was when you know, Google first came out. And we could leverage things like optimization, and then Facebook came out. And from a business standpoint, you can get exposure through your social network. But I was wrong.  And still today, 10 years later, a lot of PR agencies most are, you know, still focusing on traditional, there’s nothing wrong with traditional and a great example of traditional PR is what happened with you and how you got the coverage in Associ...