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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

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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What is PR and What it Isn't: 4 Myths & Facts of Public Relations

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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Actually, This is Not What Successful Companies Do

Jennifer Fortney Cascade PR

Apr 3, 2018
3 min

Actually, This is Not What Successful Companies Do

Like all small businesses, my work email finds its way onto many lists. My junk email box is a menagerie for everything from VC offers to bank loans, opportunities to advertise my business, companies selling me their services and the occasional random millionaire in Nigeria. This morning, I received one that I almost deleted until reading the first line available in preview, and it really got my goat. “Successful businesses must send press releases on a regular and consistent

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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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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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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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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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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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Media Interviews: Where Patience Meets Savvy

Cascade Communications

Feb 28, 2018
4 min

Media Interviews: Where Patience Meets Savvy

There’s nothing worse than being interviewed by a journalist only to forget who you’re speaking to and that everything you say is “on the record”, unless you say otherwise, and then seeing a quote or story that completely took what you said out of context. These kinds of snafus by political figures, celebrities and some business people quickly become fodder for “The Daily Show” and late night comics. Although most media don’t seek out the opportunity to “turn your words aroun

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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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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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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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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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