Welcome to
The Cascade Effect
The news stories we're working on, the expert knowledge on marketing/PR and what matters to businesses today
Search
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
6 views0 comments
Jennifer Fortney
- Mar 20, 2018
- 4 min
Over Discounting Can Kill Your Brand and Destroy Perceived Value
It’s a common story of a common marketing mistake: Over discounting. New businesses and startups often believe that the best way to generate initial sales and drive brand awareness is to offer frequent discounts. It's an understandably easy trap to fall into. The problem is that doing so (sometimes on an ongoing basis), and not making a discount or sale “special”, can erode the perceived value of your product, service and brand among customers. Since the Great Recession, and
99 views0 comments
Cascade Communications
- Mar 10, 2018
- 4 min
Why Everyone Needs to Find the Entrepreneur Inside
While individuals continue to try and find a good, full-time career, it’s no surprise that many are turning to temporary work to tie them over. Over the last few years the number of temporary workers has increased, and is only expected to grow in 2014, thanks to ongoing development of new technologies allowing just about everyone to work remotely. Many believe, and statistics show, that a majority of people will be working remotely, as freelance or contract by 2020. For a maj
7 views0 comments
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
9 views0 comments
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
9 views0 comments
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
7 views0 comments
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.
36 views0 comments
Cascade Communications
- Feb 21, 2018
- 3 min
What is Your Brand? Why it Can Make, Break Your Business
Starting a business can seem like a daunting task with applications and business plans, but if you don't know or understand what your brand is, you might as well throw all of that in the trash. Consumer perception is 9/10ths of the rule always, not sometimes but always, and how you present yourself to potential clients from the moment you open your doors can determine your success as a business owner. Over the years I've encountered many small businesses, entrepreneurs and ev
2 views0 comments
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
4 views0 comments
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
4 views0 comments
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
5 views0 comments
Jennifer FortneyCascade Communications
- Jan 20, 2018
- 2 min
Are You Primed For Growth?
I’ve told you how public relations can help grow your business, but are you truly ready for the growth a strategic marketing program can bring? When you own a small business, the number one priority is to drive business immediately. The first thing you need to do before putting a marketing plan in place to generate awareness and drive interest in your business is to think through the steps you will take, or put into place, to handle the increase in business.
I’ve seen and w
7 views0 comments
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
4 views0 comments
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
12 views0 comments
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
4 views0 comments
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
5 views0 comments
{"items":["5e37fd0c74f4040017cc1909","5e37fd0c74f4040017cc190a","5e37fd0cccfed4001725e02d","5e37fd0cf628020017244c9e","5e37fd0c5b282100177310b5","5e37fd0cacb1e200181302a6","5e37fd0c1b34e800178d58f3","5e37fd0cf0371400174296a9","5e37fd0c76d5d50017a10ce4","5e37fd0cfec6b800171a703f","5e37fd0cf0371400174296a8","5e37fd0d76d5d50017a10ce7","5e37fd0dc445b90017b1a781","5e37fd0dc8967100184e1139","5e37fd0df4022b0017ee6aaa","5e37fd0d5287ed00189aaead","5e37fd0d2cabcc00176a6796"],"styles":{"galleryType":"Columns","groupSize":1,"showArrows":true,"cubeImages":true,"cubeType":"fill","cubeRatio":1.3333333333333333,"isVertical":true,"gallerySize":30,"collageAmount":0,"collageDensity":0,"groupTypes":"1","oneRow":false,"imageMargin":32,"galleryMargin":0,"scatter":0,"rotatingScatter":"","chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":true,"isSlider":false,"isColumns":false,"isSlideshow":false,"cropOnlyFill":false,"fixedColumns":1,"enableInfiniteScroll":true,"isRTL":false,"minItemSize":50,"rotatingGroupTypes":"","rotatingCropRatios":"","columnWidths":"","gallerySliderImageRatio":1.7777777777777777,"numberOfImagesPerRow":1,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":1,"mobilePanorama":false,"placeGroupsLtr":true,"viewMode":"preview","thumbnailSpacings":4,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":false,"slideshowLoop":false,"autoSlideshowInterval":4,"bottomInfoHeight":0,"titlePlacement":"SHOW_ON_THE_RIGHT","galleryTextAlign":"center","scrollSnap":false,"itemClick":"nothing","fullscreen":true,"videoPlay":"hover","scrollAnimation":"NO_EFFECT","slideAnimation":"SCROLL","scrollDirection":0,"scrollDuration":400,"overlayAnimation":"FADE_IN","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"NEVER_SHOW","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","imagePlacementAnimation":"NO_EFFECT","calculateTextBoxWidthMode":"PERCENT","textBoxHeight":0,"textBoxWidth":200,"textBoxWidthPercent":50,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"loadMoreButtonText":"","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"ATTACHED_BACKGROUND","itemBorderWidth":1,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":"1","videoLoop":true,"jsonStyleParams":"","gallerySizeType":"px","gallerySizePx":940,"allowTitle":true,"allowContextMenu":true,"textsHorizontalPadding":-30,"itemBorderColor":{"themeName":"color_12","value":"rgba(156,156,156,1)"},"showVideoPlayButton":true,"galleryLayout":2,"targetItemSize":940,"selectedLayout":"2|bottom|1|fill|true|0|true","layoutsVersion":2,"selectedLayoutV2":2,"isSlideshowFont":false,"externalInfoHeight":0,"externalInfoWidth":0.5},"container":{"width":940,"galleryWidth":972,"galleryHeight":0,"scrollBase":0,"height":null}}
If you like it. Subscribe!