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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

Experts Reveal Top PR Tips for Great Press Releases

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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Why Media are Sending Your Press Release to the Trash Bin

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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PR Stunts: The good, bad and the really, really ugly

Jennifer Fortney

Mar 6, 2018
3 min

PR Stunts: The good, bad and the really, really ugly

(As originally published on NBCChicago.com's Inc. Well) PR Stunts. Everyone wants to do them and hopes they trigger massive media attention. From the World's Largest Roll of Toilet Paper to tying small promotional banners to flies and setting them loose in a crowd, PR Stunts are becoming a more and more desired avenue for small business. Why? Because a little creativity doesn't cost much. While your creativity can pay off dividends with media exposure, some are good, some ar

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Cascade Communications

Mar 2, 2018
2 min

Why PR Works For Small Business

I am often asked the question "why should we go with PR?" The answers are quite simple: 1. Public relations is a more affordable alternative for small businesses - vs. an aggressive advertising or direct mail campaign 2. PR is the process in which media provide endorsements for your business 3. Media endorsements create credibility in the minds of consumers/customers 3. You can actually see the return on your PR investment - some of my clients see immediate sales and growth w

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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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Jennifer Fortney

Feb 19, 2018
2 min

DIY PR - Tips for Starting Out

Small business owners ask me this same thing almost on a regular basis - "I can't afford to hire a professional to manage public relations for me. What can I do on my own to market my business?" My first response is always that you haven't met a PR/marketing professional who focuses on small businesses and even smaller budgets. When it comes to marketing small businesses you must think outside of the box. Yes, that term has been used ad nauseum since the 1980’s, but it's tr

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Get Your Press Release Seen By Targeting Your Audience

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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6 Reasons You Should Love Your PR Agency

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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Best Press Release Tips from the Top PR Pros

Jennifer Fortney

Feb 12, 2018
3 min

Best Press Release Tips from the Top PR Pros

I am always looking for ways to share with entrepreneurs the best practices for conducting public relations for their business. DIY PR can take time, but it can also be very worth it. Here, I join several experts in a round up of our best tips for writing and distributing successful press releases that help you attract media attention. Check out my advice at #18! However, it's important to remember that just because you send out the press release or distribute it on a wire li

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Is PR Right For Your Small Business or Startup?

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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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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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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Cascade Communications

Jan 24, 2018
2 min

Uncovering Your Business' News Story

Generating positive public relations is all about THE STORY. What is your story and why are you unique in the industry or amongst your competition. When I sit down to learn about a new business I often listen for key things: 1. What is your direct competition in the market like? How unique are you? 2. What made you decide to go into this industry? Is there a personal story here? 3. Why did you develop this product of service? What problems will it solve for customers? 4

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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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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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Jennifer Fortney

Jan 2, 2018
2 min

Do Startups Really Need PR?

(As originally written for and published on NBCChicago.com's Inc. Well) I am often inspired by other online content and this story is no different. It gives reasons why you shouldn't hire a PR company for your startup. Now I am pretty open about my industry and do agree with a number of the reasons on this list, but, to be honest, it's more about you understanding PR, how and why it works and finding the right long-term partner for your startup. PR is important for startups b

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