Find a small group of trusted allies — your heart and brain trust. It’s a good idea to have a mix of people who are in your profession and those who aren’t so you can get diverse perspectives. These allies should be smart, empathetic, trustworthy, and always have their back.
As a part of my series about the things you need to know to excel in the modern PR industry, I had the pleasure of interviewing Sacha Cohen. Sacha is the founder of Grassfed Media, a boutique “un-agency” that elevates the stories of purpose-driven organizations in cannabis, wellness, food, animal welfare, and other industries.
A dynamic and experienced communications expert and former journalist, Sacha’s sound judgment, commitment to her clients’ success, and holistic approach to communications are sought after by large organizations and small businesses alike. Her clients have been featured in The Washington Post, The New York Times, NBC4, Cosmopolitan, Women’s Health, Forbes, New Cannabis Ventures, Food & Wine, Town & Country, People.com, NPR, and hundreds of other outlets.
A long-time cannabis advocate, community builder, and connector, Sacha has spent the past five years immersing herself in the cannabis industry, writing about cannabis and health, and moderating panels about cannabis. She is a member of Women Empowered in Cannabis (WEIC), Virginia NORML, and the National Cannabis Industry Association. In 2018, she also launched Ellementa’s DC chapter to help educate women about cannabis and health.
Prior to founding Grassfed Media, Sacha was the Director of Digital Media at the Corporation for National and Community Service where she oversaw Serve.gov, President Obama’s call to service website, and worked closely with First Lady Michelle Obama’s staff on the Joining Forces initiative. Sacha has also held senior-level communications positions at AARP, Rosetta Stone, Capitol File Magazine, and Cahners Publishing. She lives in Arlington, Virginia with her husband and their merry band of rescued furbabies.