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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

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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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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Don't Fall for The PR Wolf in Sheep’s Clothing

Cascade Communications

Mar 12, 2018
3 min

Don't Fall for The PR Wolf in Sheep’s Clothing

Thanks to the world of the Internet almost anyone can paint the picture of whom they would like to be, but really aren't. A flashy website full of catchy key phrases coupled with impressive experience. Sadly, we continue to hear stories about "PR pros" who have taken advantage of businesses, in a variety of ways, but mostly making a lot of promises they knew they couldn't fulfill just to get the client to sign a tight, inflexible contract that would, results or no, assure tho

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Why Your PR Strategy May be “Crying Wolf”

Jennifer Fortney

Mar 8, 2018
3 min

Why Your PR Strategy May be “Crying Wolf”

(As originally written for and published on NBCChicago.com's Inc. Well) Most companies understand the power of a press release as a tool in their PR campaign toolbox to deliver news and information to media. The problem is most don’t understand how to use a press release effectively, especially today. We hear it all the time, “we’d like you to send out at least one press release per month as part of the strategy.” That’s great and happy to do it, but is there enough news to

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How to Be a Great Client: Simple Tips for Working with Your PR Agency

Cascade Communications

Mar 4, 2018
3 min

How to Be a Great Client: Simple Tips for Working with Your PR Agency

Learning to work with an agency, especially when you’ve never done it before, can be an exercise in trust and faith. Having an understanding of the dynamics of this relationship will help you develop a strong relationship with your agency and they will perform better for you and your company. Finalize a plan: Before you start moving ahead with your agency, make sure there is a plan. Everyone needs to know where they’re going, what goals and budget need to be set and met, and

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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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Don’t Spam Editors: Five Tips to Earn Their Respect

Cascade Communications

Feb 26, 2018
3 min

Don’t Spam Editors: Five Tips to Earn Their Respect

For small businesses DIYing PR there are three things that they have to learn to do well so be successful: 1. Tell their story – in effect, writing a strong press release 2. Effectively pitching media 3. Following up with media with respect The last of these seems to be the one that most DIYers miss. A majority still believe that if they distribute their press release online and email an effective pitch to media that those two things will do the trick alone in garnering publi

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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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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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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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Why You Need to Be Telling Your Story, Not Selling

Jennifer Fortney

Jan 2, 2018
3 min

Why You Need to Be Telling Your Story, Not Selling

(As originally posted on NBC5 Chicago "Inc. Well") It’s no surprise that over my years in journalism and public relations I have watched a lot change. And I mean a lot. There was a time when it really truly mattered who I knew in the media, and while those relationships are still important today, the success I create for clients is really back to the basics – it’s all about your story. Today, I encounter new people in the media industry every day. An editor I worked with toda

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