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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

How to Rank High in Search: The Best Secrets for DIY SEO

Cascade Team

Apr 5, 2018
4 min

How to Rank High in Search: The Best Secrets for DIY SEO

Every business is concerned with SEO. Any why shouldn’t they be? Where you rank on search engines can determine how well your business succeeds. Large companies can’t help but invest a lot of money into SEO because they can’t afford to let their competitors get an edge. However, there are a lot of small companies that don’t have this luxury and need to maximize their marketing dollar. The question is--should you invest in SEO, or should this money be invested elsewhere? The

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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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Jennifer Fortney

Mar 20, 2018
6 min

Over Discounting Can Kill Your Brand and Destroy Perceived Value

When business is slower than desire, many companies believe discounts will bring customers who will return for more, but that strategy rarely works. 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 m

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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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Cascade Communications Joins Clutch’s Coverage of Leading PR Firms in Chicago

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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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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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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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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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

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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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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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Integrated Marketing- Why it's Important

Cascade Communications

Feb 6, 2018
3 min

Integrated Marketing- Why it's Important

Integrated Marketing: IM is creating a marketing plan that includes a variety of Marketing Mix elements in combination with one another to create awareness and build brand. Simply put this means not putting your eggs all in one basket, but strive to combine your advertising with, say, direct mail and personal selling; diversifying your advertising, engaging both nontraditional media and traditional media; and create opportunities for PR that can be followed up with an incenti

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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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