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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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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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Jennifer Fortney Cascade PR
- Feb 3, 2020
- 3 min
The Best PR Goes Beyond the Headline
Starting off a new year, new decade and celebrating 19 years in business seems like a lot of excitement. After launching in January 2001, here we are in the blink of an eye it's 2020 and so many campaigns, projects and more to reflect on. I have seen a lot change in my industry, in media, in storytelling and how we do it using new technologies. To last this long, you must be flexible and constantly adapting to the new way consumers prefer and want to receive messages and enga
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Jennifer Fortney Cascade PR
- May 31, 2018
- 1 min
What is PR and What it Isn't: 4 Myths & Facts of Public Relations
Many entrepreneurs say they need PR help but are not quite sure of the difference between public relations, marketing and advertising. To do it right, you have to understand what it is first. Here are the four myths of public relations. While, today, this concept of influencers appears to be more individuals with YouTube channels than journalists and media, the concept of individuals vs traditional PR works the same. The difference is that most online “influencers” want to be
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Cascade Communications
- Mar 27, 2018
- 2 min
Cascade Communications Featured Among Top PR Firms in Chicago
Earlier this month, Cascade Communications began assisting Clutch in their leading public relations research. After working closely with the Clutch team, we’re excited to announce that we've quickly risen through the ranks to be named among the top marketing agencies and PR firms in Chicago. This announcement is part of Clutch’s larger effort to provide business-to-business decision makers with the crucial information they need to make informed partnering decisions. Using an
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Jennifer Fortney
- Mar 16, 2018
- 2 min
Experts Reveal Top PR Tips for Great Press Releases
It's a New Year and time for new thinking in generating positive attention for your business. Would you like to be interviewed by media? Are you frustrated as to why your press release(s) aren't getting the coverage you desire? Do you want to learn how you can attract media attention? First you have to realize that there are is a lot of news, and not so newsy, out there. Just because you write it, doesn't mean they will come. If it were that easy, we would all be in the news,
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Cascade Communications
- Mar 14, 2018
- 3 min
Why Media are Sending Your Press Release to the Trash Bin
I see it all of the time. A press release that reads like more of an informational brochure than an actual compelling news story; a boring corporate-type release that never quite says why the announcement is important. And, companies pay thousands to their PR agencies to push it out and hundreds of dollars to post said release on wire services just because “that’s the way it’s always been done”. In truth, few media will see it. This kind of press release is everywhere and it
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Jennifer Fortney
- Mar 6, 2018
- 2 min
Cascade Communications Joins Clutch’s Coverage of Leading PR Firms in Chicago
Working on behalf of business owners, entrepreneurs, and startup founders everywhere, Cascade Communications has a passion for brand stories, news and marketing. We’re a distinctive public relations and marketing communications agency, building a brand around your story using our client-centric, outcome-driven program – Communicate. Engage. Participate. Since 2001, Cascade has worked with Fortune 1000s, multinationals, mid-market companies and become a leading public relation
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Cascade Communications
- Feb 26, 2018
- 3 min
Be an Expert, Drive Media Interest
Public relations has many arms and legs beyond just a press release and pitching a story. There are a variety of strategies that fuel opportunities for ongoing, long-term public relations. The most important is expert positioning. Do you ever wonder how certain people become regular contributors on morning news? Do you see someone in your industry giving tips and advice in the media and think "I can totally do that, in fact, I have new thoughts and ideas to shares." Becoming
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Cascade Communications
- Feb 23, 2018
- 4 min
12 Tips for DIY PR
The DIY craze has been around for years. Thanks to the cable television, the Internet and the whole "information at your finger tips" you can learn to do most anything from changing your oil to renovating your bathroom. Personally, I love it. Taking on a task normally I would pay for feels like so much of a personal accomplishment, however, my cobbler and plumber will always get my business. In recent years, the DIY movement has become even more prevalent due to the economy.
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Cascade Communications
- Feb 16, 2018
- 3 min
Get Your Press Release Seen By Targeting Your Audience
When you're a small business owner you wear every hat from accounts receivable and manager to new business/sales and marketing. It can be a daunting task to look at that laundry list everyday. What you need to do is determine the most efficient route to accomplish it all and grow your business. Determining how to generate public relations for your business can be narrowed down to three things - what is your story, why is it meaningful to people and who is your audience. Knowi
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Cascade Communications
- Feb 14, 2018
- 4 min
6 Reasons You Should Love Your PR Agency
Today, everyone is focused on the love of a partner, friend or family member, but are you honoring your professional relationships with equal enthusiasm? Entering into a relationship with a new agency can be a daunting experience that requires some faith, and understanding. It’s easy to perceive them as the hired help, but there are real reasons you should love your agency and build a strong, respectful, mutual relationship with them. Moreover, maybe you've had the same agenc
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Cascade Communications
- Feb 12, 2018
- 4 min
10 Tips for Pitching Media on Twitter
Thanks to Twitter and Facebook, getting in front of an interacting with media has become easier than before, the problem is this: Is the person running the Twitter account actually a journalist who will do something with your pitch? Probably not. That's why I've come up with some tips for Twitter, specifically: 1. Follow the journalist, not the just publication or outlet: Most journalists have their own social media accounts giving you a better shot at getting your message
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Cascade Communications
- Feb 9, 2018
- 2 min
Is PR Right For Your Small Business or Startup?
(As originally posted to NBCChicago.com's Inc Well) Sometimes I feel like a doctor. It never fails that whenever someone asks what I do and they hear “public relations” they suddenly say “I want to be on TV”. “Really? What’s your story?” They give me a quizzical look. “What is the story you have to tell?” Now, blank stare. Everyone wants to be on TV or see their name in ink or on a blog, but the truth is that public relations isn’t the best marketing avenue for every busi
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Jennifer Fortney
- Feb 4, 2018
- 3 min
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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Cascade Communications
- Feb 4, 2018
- 3 min
Preparing for a Crisis Can Save Your Business
We’ve all seen how the news media react to toy and food recalls, even local restaurants with, uhm, pest problems. The truth is that every business, regardless of your size, should be prepared for the “worst case scenario”. It can happen anytime, anyplace anywhere and how you manage the situation can determine whether or not your business weathers the storm. Today, I will share two posts on planning and preparing for a crisis. Take a minute to sit down and list what those wors
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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 30, 2018
- 2 min
Formula PR is Dead
When I started in PR many, many years ago there was barely an Internet, in fact we didn't even have computers in our office for every employee. We created and implemented multi-million dollar PR campaigns based on an almost 40-year old formula. Sure it's morphed some, but most corporate PR agencies continue using it, and sadly, many who come out of those firms to start their own continue to perpetuate the formulaic approach to PR. With that said, there are many who have more
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Jennifer Fortney
- Jan 26, 2018
- 3 min
Why You Can DIY PR for Your Business
(As originally written for and published on NBCChicago.com's Inc. Well) As an entrepreneur, the most precious commodity you have is time. There never seems to be enough of it for you to fill every role you play every day. It's enough just to be CEO, accounts receivable/payable, secretary and janitor, but throw in public relations efforts and it feels as if one ball must fall in order to keep a new one in the air. Truth is that in the beginning stages you most likely don't
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