Vape and Dab PR Division: Launched March 10, 2023

Virgo PR launched its Vape and Dab Public Relations division on March 10, 2023, after its work with Dr. Dabber and Greenbox Robotics. The division helps vaporizer, dab and cannabis technology brands earn press coverage, work with creators and handle the advertising and platform limits that apply to the category. This page explains what the division does, how vape and dab PR works and what brands should plan for.

Published November 9, 2026

On this page: the announcement, what vape and dab PR is, the services, how brands earn coverage, how to work with reviewers, a launch checklist, compliance, common mistakes, how results are measured, related case studies and frequently asked questions.

What did Virgo PR announce in March 2023?

On March 10, 2023, Virgo PR announced a Vape and Dab Public Relations division focused on corporate and consumer sectors. The announcement pointed to forecasts of roughly 30 percent annual growth from 2023 to 2030 and a market of about $40.25 billion by 2028 as signs of an emerging industry. Those figures were forecasts cited at the time of the announcement and should be read as projections, not guarantees.

Virgo said it had worked with leading vaping brands including Dr. Dabber and Greenbox Robotics. Its approach centers on result-oriented campaigns that keep brands in front of key reporters and audiences using hard news, unique narratives and creative PR initiatives, and it begins with an understanding of each brand's DNA and values. The team has a presence in Miami and San Francisco.

What is vape and dab PR?

Vape and dab PR is the communications work for companies that make or sell vaporizers, concentrate equipment, accessories and related technology. The category combines consumer product launches with technology storytelling, which gives brands more news angles than many people expect.

• New product launches and hardware design.

• Innovation and performance, such as heating technology, materials and ease of use.

• Gift guides and seasonal coverage, which often include products in this category.

• Retail and distribution news, including new stores and partnerships.

• Company milestones, such as funding, executive hires and international expansion.

• Industry and policy commentary from credible company spokespeople.

What services does the division offer?

The division offers seven services. The table shows each one and what it covers.

ServiceWhat it covers

Media relationsProduct and company announcements to consumer, lifestyle, technology and trade outlets Product reviews and gift guidesReview units, press kits and seasonal pitching Influencer marketingReviewers and creators who reach the target audience Social media and digital marketingContent and community strategy within platform rules Report creationOriginal data and research that give reporters something to cite Event managementLaunch events, trade shows and brand activations Awards and speaking opportunitiesPlacement of executives in conferences and recognition programs

How do vape and dab brands earn coverage?

Vape and dab brands earn coverage by offering reporters something new and verifiable. Editors and reviewers look for products and stories they can test, check and explain, so the strongest pitches lead with facts. Brands usually do best when they follow five habits.

• Lead with the product story. Explain what changed in design, performance or experience, and why it matters to users.

• Provide review units and clear facts. Make it easy for editors and reviewers to try the product and confirm details.

• Time launches for the buying season. Holiday gift guides and seasonal roundups run on set calendars.

• Support claims with evidence. Use testing, materials information and customer feedback.

• Offer a credible spokesperson. Founders and engineers who can explain the technology plainly earn repeat coverage.

Virgo's Dr. Dabber work shows the approach. The November 2022 Dr. Dabber XS launch earned reviews and holiday gift guide placements in Forbes, GeekSpin, Leafly and Herb, and the XS sold out. Read the full Dr. Dabber XS case study and the Greenbox Robotics case study.

How should a brand work with product reviewers?

A brand should work with reviewers by making the product easy to test and the terms easy to understand. Reviewers decide what to publish, so the brand's role is to supply facts and access and to leave the verdict to them. The table lists what each side needs.

StepWhat the brand providesWhy it matters

IntroductionA short pitch with the product's main change and a link to the fact sheetLets the reviewer decide quickly whether it fits Review unitA working unit with instructions and care informationPrevents problems that have nothing to do with the product TermsClear return, disclosure and timing termsKeeps the exchange transparent Follow-upAnswers to questions and a link to published reviewsBuilds a relationship for the next launch

What should a vape or dab product launch plan include?

A product launch plan for this category should cover the press kit, review units, timing and compliance review before any pitch goes out. The checklist below follows the order a launch team usually works in.

• Write the product fact sheet with specifications, materials, price and availability.

• Prepare a press kit with images, a short company boilerplate and a spokesperson biography.

• Ask counsel to review claims, imagery and any promotion before the kit is shared.

• Choose the buying season and work back from gift guide and seasonal roundup calendars.

• Send review units to a short list of editors and reviewers with clear return and disclosure terms.

• Prepare answers to likely reporter questions about safety, materials and regulation.

• Track coverage, reviews and sales and compare them with a baseline taken before launch.

What compliance issues should brands plan for?

Cannabis and vaping categories face advertising, labeling and platform restrictions that differ by country, state and channel. Several major advertising and social platforms limit or prohibit promotion of related products, and publications set their own rules. Because of that, brands should take six precautions.

• Confirm local and state rules before running any marketing.

• Have counsel review claims, imagery and promotions.

• Avoid health claims unless they are supported and permitted.

• Follow age-gating and disclosure requirements, including endorsement disclosures for creators.

• Plan for platform removals and have a backup channel for the audience.

• Keep records of what was sent to reporters and reviewers.

PR does not replace legal advice. It helps brands earn attention through editorial channels, where the rules are different from paid advertising.

Where do vape and dab PR programs go wrong?

Vape and dab PR programs go wrong when a brand skips preparation that other categories can sometimes get away with. The table lists common mistakes and what each one costs.

MistakeWhat goes wrong

Pitching without a fact sheetReporters cannot check claims and move on to another story Missing the gift guide calendarThe product misses the season when buyers are looking Making unsupported health claimsOutlets and platforms may reject the coverage or remove the content Relying on one platformA single removal can cut off the whole audience Skipping legal reviewClaims or imagery can create regulatory risk after launch

How do you measure vape and dab PR results?

Vape and dab PR is measured by matching each goal to a few metrics and comparing them with a baseline taken before the campaign. The table pairs common goals with the numbers that show progress.

GoalMetrics that show progress

AwarenessCoverage by outlet quality, share of voice against named competitors, branded search growth Product reviewsReviews published, review scores and gift guide placements SalesSales and sell-out traced to coverage and reviewer links Retail and partnersInbound retailer inquiries and distribution meetings after coverage

What related Virgo work is there?

Virgo works across consumer and emerging-technology sectors. See the consumer PR agency practice and the guide to PR vs. advertising vs. marketing, which explains why earned media matters when paid channels are restricted.

Frequently asked questions

When did Virgo PR launch its Vape and Dab PR division?

Virgo PR announced the division on March 10, 2023.

Which brands has Virgo worked with in this category?

The launch announcement cited Dr. Dabber and Greenbox Robotics. See the Dr. Dabber case study for details.

Can vape and dab brands advertise?

Advertising is often restricted by law and by platform policy, which varies by market. Earned media, such as reviews and editorial coverage, is a core way to reach audiences, and brands should review all promotion with counsel.

How do vape and dab brands get product reviews?

By sending review units and clear product information to reviewers and editors, timing launches for gift guide and seasonal calendars and supporting claims with evidence.

Does Virgo PR handle crisis communications for the category?

Yes. Virgo prepares response plans for product, safety, regulatory and platform issues. See the crisis communications guide.

How can I contact the team?

Use the Virgo PR contact page or email hello@virgo-pr.com.