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The Cascade Effect

The news stories we're working on, the expert knowledge on marketing/PR and what matters to businesses today

Lessons from 2020: How Covid-19 Has Changed PR and the Way You Tell Your Story

Jennifer Fortney

Dec 7, 2020
3 min

Lessons from 2020: How Covid-19 Has Changed PR and the Way You Tell Your Story

As many people anticipate the end of 2020, it’s not likely that just because the year ends that much will change. In fact, it’s likely to stay on this “Twilight Zone” path until Covid-19 finally fizzles out. Yet, as crazy as the year has been, there have been some sparks of innovation and hope that will lasting effect in the future. It is as much a new normal living with Covid-19 as it is the transitions it brought to the media industry and storytelling. This year, at Cascade

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The #1 Most Overlooked PR Approach to Generating Media Coverage

Jennifer Fortney

Nov 2, 2020
1 min

The #1 Most Overlooked PR Approach to Generating Media Coverage

It has been my pleasure to continue as a contributor to Home Business magazine and offer advice that can help small businesses and startups through these odd times. In the latest issue of Home Business, I write on the #1 most overlooked public relations approach to get media attention for your business. Where you tell your story is the deciding factor of how your business will grow. Sure, every business wants that one big national story, but before you get there you have to w

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Cascade PR, A Story Agency, Named Top B2B Companies in U.S.

Jennifer Fortney

Sep 17, 2020
1 min

Cascade PR, A Story Agency, Named Top B2B Companies in U.S.

At Cascade we always strive to provide the best, most customized experience for our clients who come to us from every category, every industry. Our goal is to tell stories - YOUR stories - the best we can across every platform and channel to drive awareness and sales. Every client brings its own unique challenges and we thrive on solving those challenges to present new opportunities. New opportunities often times our clients haven't thought of as a possibility. So, when we r

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What You Need to Know About the Changing Media Environment

Jennifer Fortney

Aug 12, 2020
3 min

What You Need to Know About the Changing Media Environment

Today, news is dominated continuously by Covid-19, which has negatively impacted the media world. Due to low subscriptions and a reduction in advertising, media outlets - traditional and digital - are, once again faced with the need to cut journalist jobs. However, with the upcoming political elections, as social issues unfold and the ongoing developments in Covid-19, the news doesn't stop. Now, fewer journalists are being asked to do the job of several, churning out more sto

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Top Creative PR Tips to Create Opportunities with Media

Jennifer Fortney Cascade PR

Mar 29, 2018
3 min

Top Creative PR Tips to Create Opportunities with Media

As a startup, you are the Believer. The one who holds the candle of Faith. Who pushes through the barriers with Determination, Persistence and a Plan. However, because you're in the weeds of your business day-to-day, it can be difficult to see your company story. The real one that will attract media and be the foundation of your marketing. What you think your story is, may not be your story I have spent nearly two decades as a journalist, integrated marketing and PR professio

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Cascade Communications

Feb 2, 2018
2 min

How Does PR Help Your Business?

The practice of public relations seems to be an intangible to many. Why? Because unlike advertising where you pay someone to develop and place an end product (tangible), PR is not such a sure thing. Practitioners, like myself, focus on writing press materials for your business (every business needs a press kit), generating strong story ideas and pitching to media. However, I can't predict if media are going to be 100% interested or even if they'll run the story right now. PR

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Cascade Communications

Jan 18, 2018
4 min

When is it time to hire a PR expert?

Here's a question for you: Are you interested in running your business or growing your business? When you first start your business you more than likely don't have much of a marketing budget in place. But, if you're smart you are beginning to sock some away, because you know how important marketing is to building a successful business. Here's the great, thing: It doesn't have to be a lot upfront. There are many ways to market your business or organization on your own to keep

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Jennifer Fortney

Jan 16, 2018
2 min

Doing Good Can Double PR Exposure

I'm really amazed at the number of new, small businesses that have come to me recently with a real commitment to community and understand the importance of giving back. And, today's startups are taking their social responsibility to new heights. We all know that you have to keep the balance of things and you can't get without giving. Today, we see so many large corporations that have become so out of touch with their community. There was a time when corporate responsibilit

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Want to Attract Media Attention? Define the Why

Cascade Communications

Jan 12, 2018
3 min

Want to Attract Media Attention? Define the Why

There are a number of ways a business can attract the attention of media. Some good, some bad, some really bad. For those seeking media to help launch a product or company, it is really all about your story. For example, in one of my workshops was the Founder of AutoTray. It's a simple idea - a nonslip tray you can use in the car for those on the road quick meals. As part of my workshop I invite attendees to send me their press release for review, and hers was not unlike

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Why Planning for A Crisis Can Save Your Business

Cascade Communications

Jan 10, 2018
2 min

Why Planning for A Crisis Can Save Your Business

Most people think it's bad luck to consider the worst possible effect their service, product or business might have on a customer. But truth be told it's always best to plan for any potential crisis your business might experience. Most restaurants and major corporations have a plan and revise it annually, so why shouldn't a small business also plan ahead. Over the years, looking at some of the worst PR crisis of our time I can tell you one thing: Lack of an immediate response

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Top DIY PR Tips for Every Small Business, Startup

Jennifer Fortney

Jan 9, 2018
2 min

Top DIY PR Tips for Every Small Business, Startup

By Anna Dizon on November 9, 2017 | Marketing, Press Releases Public relations has evolved from being just a sales strategy to an art form. Most small businesses may not have the means to hire a PR firm or PR specialist, but that doesn’t mean their public engagement should be lackluster. I was excited to be included in this great article helping small businesses, startups learn how to conduct successful public relations for their growing business. 19. Great Businesses Know Ho

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5 Things To Consider Before Pursuing Public Relations

Cascade Communications

Jan 8, 2018
2 min

5 Things To Consider Before Pursuing Public Relations

One of the first things I do when speaking to a potential new client is uncover what makes them unique; what is the story that consumers will be interested in. The reason? Because this is exactly what journalists are looking for when they consider including a company, product or expert in a story. Here are some things, from a journalist's point of view, that you should consider about your company or product that will help you achieve positive public relations: 1. Is there a c

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Prepping Your Business for Marketing Success

Jennifer Fortney

Jan 2, 2018
3 min

Prepping Your Business for Marketing Success

(As originally written for and published on NBCChicago.com's Inc. Well) So your business is going to be featured on TV or in a print article. It's very exciting, but are you, and is your business, really prepped and ready for the increased sales and attention? As is true before starting any type of marketing campaign, you really must have a plan in place for the potential instant growth your company may experience thanks to the push. Too many small businesses simply fail t

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Cascade Communications

Jan 2, 2018
4 min

What is a "Brand" and Why You Aren't One....Yet.

Branding is defined as: creating an automatic recognition and emotional feeling towards a product, company or event by using consistent messaging through several marketing elements. Many startups and small business use the word "brand" very loosely, but you're not one until you have mass awareness. Now, take a minute and think back to your childhood and the products that stick out most in your mind; the things that were always around the house; the things your parents bought.

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