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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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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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Why Everyone Needs to Find the Entrepreneur Inside

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

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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

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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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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Jennifer Fortney

Jan 26, 2018
3 min

Why You Can DIY PR for Your Business

(As originally written for and published on NBCChicago.com's Inc. Well) As an entrepreneur, the most precious commodity you have is time. There never seems to be enough of it for you to fill every role you play every day. It's enough just to be CEO, accounts receivable/payable, secretary and janitor, but throw in public relations efforts and it feels as if one ball must fall in order to keep a new one in the air. Truth is that in the beginning stages you most likely don't

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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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