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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 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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Cascade Communications

Mar 27, 2018
2 min

Cascade Communications Featured Among Top PR Firms in Chicago

Earlier this month, Cascade Communications began assisting Clutch in their leading public relations research. After working closely with the Clutch team, we’re excited to announce that we've quickly risen through the ranks to be named among the top marketing agencies and PR firms in Chicago. This announcement is part of Clutch’s larger effort to provide business-to-business decision makers with the crucial information they need to make informed partnering decisions. Using an

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6 Ways for Startup Founders to Take a Break & Create Fresh Thinking

Cascade Communications

Mar 18, 2018
3 min

6 Ways for Startup Founders to Take a Break & Create Fresh Thinking

For entrepreneurs, it is a day in and day out grind of drinking the same Kool-aid. It is easy to develop tremendous determination and passion for your business and bringing it to life, however this can also lead to tunnel vision, inability to resolve challenges quickly, loss of momentum, frustration and sometimes quitting. Successful companies know how to pivot when pivoting is required. And, while business owners say they understand the importance of pivoting, they rarely do

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

Fred Brewer/Jennifer Fortney

Feb 28, 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. This blog post will give you the best approach for increasing your search visibility. Many

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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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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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Planning for A Crisis Can Save Your Business

Jennifer Fortney

Feb 4, 2018
3 min

Planning for A Crisis Can Save Your Business

Most people think it's bad luck to consider the worst possible effect their service, product or business might have on a customer. But truth be told it's always best to plan for any potential crisis your business might experience. Most restaurants and major corporations have a plan and revise it annually, so why shouldn't a small business also plan ahead. Over the years, looking at some of the worst PR crisis of our time I can tell you one thing: Lack of an immediate response

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Preparing for a Crisis Can Save Your Business

Cascade Communications

Feb 4, 2018
3 min

Preparing for a Crisis Can Save Your Business

We’ve all seen how the news media react to toy and food recalls, even local restaurants with, uhm, pest problems. The truth is that every business, regardless of your size, should be prepared for the “worst case scenario”. It can happen anytime, anyplace anywhere and how you manage the situation can determine whether or not your business weathers the storm. Today, I will share two posts on planning and preparing for a crisis. Take a minute to sit down and list what those wors

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