The Cascade Effect

SpikeTV and SCORE Offer New Resource for Food Entrepreneurs

2011-07-27T17:20:00.001-05:00

SpikeTV -- which just launched its Sunday night series "Bar Rescue" -- and SCORE the non-profit small business mentoring association, have customized a toolkit called "Serve Up Success" available free of charge at http://www.score.org/restaurants/spike-tv-serve-up-success in order to help aspiring entrepreneurs and struggling businesses find success despite this challenging economic climate. The toolkit is particularly timely as unemployment figures continue to rise. The goal: to help entrepreneurs succeed in the food service industry! Whether you're deciding if opening your own bar or restaurant is right for you or if you're a food service veteran, use this great toolkit filled with SCORE resources to help you succeed.

Worth reading: "Bar Rescue: and food industry expert Jon Taffer's interview on his mission to help fix struggling bars and small business owners get back on their feet.

Note: Some good overall advice for all small business owners whether you're in food or not!

Check it out!

Lessons Learned from ABC's "Shark Tank" - Letting Go

2011-07-14T12:01:00.006-05:00

There have been a number of shows over the years that give a select few small business and start ups great PR and advice. There was Donny Deutsch and now ABC's "Shark Tank", a show that gives a variety of small businesses and start ups the chance to pitch their business to top investors.

"Shark Tank" does give many of the businesses tremendous exposure and PR value they wouldn't get otherwise. Sometimes I think that producers are picking the most random products and businesses of the bunch for TV value, but a majority of them do have legs. However, there are a number of business owners who make some serious mistakes in pitching, negotiating and positioning their businesses for success. Here are some things you should all learn from this show:

Decide what you want - Do you want to be a wealthy entrepreneur who can sell existing businesses and start new ones? Or, do you want to be attached to "your baby". They say that the best way to become wealthy in this country is to become an entrepreneur, but if you baby your baby your judgement could become clouded. You should always be looking to the next thing to either grow your existing business and become a Fortune 1000 some day, or sell it and reap the rewards of your efforts, and investment.

Be prepared - know your numbers. Trust me, I haven't worked with a small business yet that didn't know their numbers - the market, what share they want to aspire to own, their competitors, what kind of investment you need and why! There's nothing more annoying than small businesses who don't know their numbers. How do you know where you will go if you don't know where you've been and even where your competition is? It's about the facts, not what you hope you will sell and make one day. Remember this: there is energy around money. The second you start planning for something you don't have you will never ever see it. NEVER. So stop and get real!

Start selling - There's no way that you can approach an investor without any previous results (aka sales). How can they determine the public reception and perception of your product and brand if you don't have any sales. Maybe it was easier to sell an idea without any real sales before the recession, but there's no way it will happen now, unless the idea is so fabulous that you sell licensing rights and move on to your next idea. Honestly, that's pretty rare. You have to show action and activity to today's investors. This goes back to knowing your numbers. You have to have numbers in order to get numbers on a check. If no one is buying or interested in your product then you know one thing...it's time to let go for good.

Investors care about money - Sad, but true, and they should, for good reason. Think about it from their perspective: investors aren't just giving you free money to do with what you want. They'd be better off putting that wad of cash down the toilet. Much like your retirement fund, they are investing in you and your business and investments mean a return. You want a return on your investments, right? In most cases, investors become your partner leading you to success through their knowledge and Rolodex. And, they want to control their money; make sure it's being used wisely to ensure a high return on their investment.

Don't overlook the security of royalty fees - Wow, I've seen some people blow really good opportunities on "Shark Tank". I mean REALLY good. Listen, I know you started your business, but it's all too easy to identify yourself with the business instead of identifying yourself with what you want most - wealth, security. That is the reason you started the business, right? You had an idea that put dollar signs in your eyes? Sure you want to be known as the owner of a successful business (everyone wants their 15 minutes of fame), but what if someone could take your business to new heights without you, or at least by giving you a lesser role in the company? What if you could sit back and make money without trying? Isn't that everyone's secret desire? Consider royalties when approaching investors about your business. It could be a real opportunity for you to retire early, sit on the beach or golf everyday. Again, it's business....but I think lying on the beach is personal and if a business state of mind gets me there, I'm all in. Let those checks come in the mail!

Licensing can be your way to wealth as an entrepreneur - Another thing to consider is your ability to license your invention/creation, trademark, patents to a major manufacturer who can mass produce and sell your product, in conjunction with theirs, for you. Especially, if you don't have the funds to produce and distribute on your own. In most cases your best bet to achieving wealth and financial security for you and your family may not be working the business, but letting someone else work it for you. Let go and cash those royalty checks.

Learn to let go - The rich become rich by selling their businesses. We entrepreneurs go into business for ourselves because we want to love what we do and make loads of cash doing it, but I can tell you first hand that when you hold on too tightly your business won't grow. Sure all the investors on this show probably started off the same, but their intention was one thing - to make money! And, when they saw the opportunities to sell their business and move on to something new and fresh, they did it and guess what? They're multi-millionaires because of it. Entrepreneurs have to love what they do (mostly because we work so many hours you have to like it and believe in it), but you also have to know when to let go. The simple exercise of "letting go" of your business, of saying "I'll be fine if I don't make this happen" or "It's not the end of the world if I quit this business" is a key one. Let go of your pride and ego and focus on what really matters - achieving your dream as a wealthy, successful entrepreneur, caring for your family and living the lifestyle you dream of.

I will actually tell you a personal story related to this. When I started my PR agency, I was an idealist, like most entrepreneurs. I was thrilled to be able to choose the clients I want to work with over being told who I have to work with - some who put butterflies in my stomach at the site of an email or the sound of their voice. At one point I became very frustrated that my company wasn't growing at the pace I wanted it to and everything seemed to become more desperate. Desperate enough for me to decide that I could walk away and go work for someone else, again. I felt so free! Within days everything changed. Everything. My company began growing within a week and my entire outlook as a business owner has changed, for the best, and I am now celebrating 10 years in business (no small feat seeing as most small business crash after one year). Call it the universe, energy, God, what have you, but there's real power in letting go. If you don't prune a tree how can it grow tall and beautiful?

It's not personal, it's business - I've said for years that this phrase doesn't seem to mean much to entrepreneurs because it is personal to them. You are the ones developing incredible ideas and products everyday. You are the ones putting your heart, soul and entire savings account (even second mortgages) into your project. You are the ones with the faith that your idea will take off and make you a successful entrepreneur. But....when it comes to finding an investor, it is business. Sure, your passion and belief may help persuade them to invest, but at the end of the day it's all about business. So, don't get your feathers ruffled if you feel you're being insulted. It's business and business decisions are tough to make on any level. Take your personal investment out of it and change your thinking towards a business perspective. It just might change the outcome of your business altogether and goals for achieving wealth.

One great (or terrible) example was a fairly annoying guy with a great company, great brand and great product. The sharks told him they wanted to buy his company, give him a lifetime royalty but they would fire him. Pride and ego took over, he was stunned and hurt, because it's personal to him. He couldn't believe that they would fire him after all the work he did to create and build the business, but he was such a terrible front man that they had no choice. It was business and the sharks had dollar signs in their eyes for this company. The guy had to go. In the end he simply could not relinquish his baby to the sharks to become a royalty check recipient for life. There's no doubt in my mind that the sharks would have built it into a billion dollar business. Yes, I said billion. That is one fat royalty check!

Businessweek Seeks America's Best Young Entrepreneurs

2011-07-01T10:38:00.003-05:00

Bloomberg Businessweek is seeking your suggestions for America’s best young entrepreneurs roundup for 2011. For the seventh year, we’re asking readers to scour the startup world for the most promising companies run by entrepreneurs 25 or younger. Suggest companies for us to look into using the form below through July 31. Then our reporters and editors will choose 25 to profile, and ask readers to vote for the ones they think hold the most promise. We’ll announce the five companies that got the most votes in the fall.

To qualify, companies must:

1) be based in the United States.

2) have no co-founders older than 25 on July 31, 2011. (That means if any one of a company’s founders was born before July 31, 1985, the company doesn’t qualify.)

3) disclose revenue for 2010 and projected revenue for 2011 (we won’t consider companies without this).

Suggest companies using the form below through July 31, and watch for our roundup in the fall.

Click here for more information.

Six Things Entrepreneurs Know That Are Dead Wrong

2011-06-28T12:43:00.004-05:00

A great article from the Forbes blog. It may just change your the way you, as an entrepreneur, think about your business.

Things Entrepreneurs Know That Are Dead Wrong
Martin Zwilling, Startup Professional's Musings
June 26, 2011

All true entrepreneurs operate off a set of tenets that are built into their psyche, or drilled into them from training and mentors. These are represented by sayings like “You never get anywhere unless you take a chance” and “Passion and persistence are the keys to success,” Unfortunately, there are still other old, reliable tenets that don’t work anymore.

In a new book by Jeanne Liedtka and Tim Ogilvie from the Columbia Business School, “Designing for Growth,” the authors encourage managers to think more like designers. I assert that designers have a lot in common with entrepreneurs, since both must innovate and start a deep understanding of what their customer really wants (“customer-centered”).

In most other respects, design thinking is the opposite of business thinking. For example, businesses must deal with reality as fixed and quantifiable, whereas design deals with subjective experience and a social constructs. Entrepreneurs need to bridge both these worlds, and the authors outline key business management myths that usually limit startup thinking:

Myth: Think big. There are always pressures to be sure an opportunity is big enough, but most really big solutions began small and built momentum. To seize really new opportunities, it is better to start small and find a deep, underlying human need to connect with. A better maxim for entrepreneurs is: Focus on meeting genuine human needs.

Quick Assessment for Entrepreneurs

2011-06-27T13:53:00.004-05:00

This is great! If you're an entrepreneur you should definitely take this quick assessment to calibrate where you are in the business-building process. Thanks to One Million by One Million for alerting us!

http://1m1m.sramanamitra.com/free-public-roundtables/the-1m1m-self-assessment/

Mega Media Week

2011-06-21T13:39:00.005-05:00

It's been one of those few weeks where we've been doing a lot of pitching, and I mean A LOT. We've had some terrific stories run for our clients. Check them out and see what we can do for you! A special thanks to others we achieved as well but did not include here.

Real Naked Food - Chicago Tribune

City may put a lid on latest eco-trend
Chicago health officials frown on consumers reusing containers at stores and restaurants, citing contamination concerns

(José M. Osorio/Chicago Tribune)

June 12, 2011|By Monica Eng, Tribune reporter

Just as Chicago consumers get the hang of reusable grocery bags, a new movement has sprouted to make local grocery shopping even greener: reusable containers.

Called BYOC — bring your own container — by its fans, the process involves carrying glass jars and bottles, plastic tubs, and even cloth bags to the market to fill with bulk foods. To eco-conscious consumers, who can already shop this way elsewhere in the U.S., the practice reduces waste, avoids advertising, reuses resources, facilitates the purchase of whole foods and saves money.

Chicago Small Biz PR Workshop

2011-03-23T16:43:00.005-05:00

If you're a small business, entrepreneur or getting ready to launch your business and you're in Chicago, I invite you to join me for my PR Workshop at the SCORE Chicago office, which is part of the Small Business Administration. Register TODAY!

https://s08.123signup.com/servlet/SignUp?PG=1522055182300&Info=&P=15220551911422461500

In this workshop, you'll learn everything you need to know about public relations and how it can grow your business. I'm a 15+ year veteran with lots of knowledge to share and this is a rare opportunity to learn from someone like myself. You'll walk out armed with all the tools you need to start/launch a PR campaign on your own, or with a professional.

See you there!

New Orleans Entrepreneur Week – “Start It Up”

2011-02-25T11:11:00.000-06:00

What: The Idea Village’s Third Annual New Orleans Entrepreneur Week When: March 19-25

Heeding President Obama’s call to ‘Startup America,’ the nation’s greatest entrepreneurial minds will gather in New Orleans for the 3rd annual New Orleans Entrepreneur Week (NOEW), March 19-25, 2011. The event, unveiled today, will serve as a manifestation of a movement that is sweeping the globe.

Driven by the entrepreneurial momentum that has fueled the city’s rebirth, NOEW, an initiative of The Idea Village, will feature a unique program of world-class activities including over 45 business workshops, investment pitches, networking events, keynote speeches and interactive discussion sessions. This high-impact week of service, networking and collaboration redefines New Orleans as a laboratory of innovation and a model for national best practices by connecting students, entrepreneurs and thought leaders.

“I am thrilled about the potential of the New Orleans Entrepreneur Week. The New Orleans community has come together to sustain a movement to support and grow entrepreneurial talent,” said Mayor Mitch Landrieu, Honorary Chair of NOEW 2011. “NOEW illustrates that New Orleans is a model city for innovation and entrepreneurship. With smart investments in innovation and partnerships like the one we have with The Idea Village, we can set the course for growth and renewal in America.”

Joining The Idea Village as Premier Partners for NOEW are Penny & Jim Coulter, Downtown Development District of New Orleans, Economic Development Administration, Goldman Sachs, Google, Greater New Orleans Foundation, HP, Jones Walker, Louisiana Disaster Recovery Foundation, Louisiana Recovery Authority, Kevin Clifford Family, NakedPizza, and Tulane University.

“NOEW is a physical manifestation of the entrepreneurial ecosystem that has evolved over the last 10 years in New Orleans,” said Tim Williamson, co-founder and CEO of The Idea Village. “During this week, New Orleans will engage a global community of change makers to provide direct resources to the local entrepreneurial community and in doing so position New Orleans at the forefront of what is becoming a national movement.”

The idea behind NOEW was hatched in 2006 when ambitious MBA students seized the opportunity to spend their spring break in New Orleans working with early-stage, high-growth entrepreneurs. In 2009, led by investment from the Economic Development Administration, The Idea Village decided to scale the impact for the community by engaging national and local corporations, universities, investors, and individuals to spend a week in New Orleans providing direct support to local entrepreneurs surrounded by the City’s unique cultural assets in food, music and vanguard entrepreneur leaders. NOEW 2010 brought over 150 of the nation’s top MBA students and corporate volunteers together with 329 local entrepreneurs to provide over 9,121 hours of direct service to entrepreneurs at 37 events throughout downtown New Orleans.

“What initially started as a philanthropic partnership in the wake of Katrina has evolved into a more strategic initiative for the company,” says Tara Canobbio of Google’s Talent and Outreach Programs, K-12. “We have found it invaluable to be surrounded by so many driven people that share the same passion for entrepreneurship and New Orleans and it’s amazing to see the tangible impact that energy is having on the city.”

“The Goldman Sachs 10,000 Small Businesses initiative is honored to partner with Mayor Landrieu and The Idea Village to unlock the growth and job-creation potential of New Orleans’ small business owners. We are pleased to partner with NOEW to provide local entrepreneurs access business skills, capital, mentors and networks,” said Dina Habib Powell, President of the Goldman Sachs Foundation.

Google and Goldman Sachs, along with other global corporations such as Cisco will join a network of professional service providers to host public educational sessions for the local entrepreneurial community on an array of topics critical to start ups and entrepreneurs including, alternative and traditional financing, communications and social media strategy, franchising, and legal issues. There are 1,000 slots available to local entrepreneurs on a first come – first serve basis. For more information on all the events, please visit www.noew.org.

“It is inspiring to interact with the kind of talent that The Idea Village assembles together for NOEW. Not only are Cisco employees able to support local entrepreneurs, but they walk away having learned something too,” said Luke Stewart of Cisco.

NOEW 2011 will feature MBA IDEAcorps teams from Berkeley, Cornell, University of Chicago Booth, Stanford, Northwestern Kellogg, Tulane and Loyola (New Orleans). Each student team will work closely with entrepreneurs Bideo, The Durationator Company, NOLA Brewing Company, Rare Cuts, Rebirth Financial, Spa Workshop and SensPac, from The Idea Village’s 2011 Entrepreneur Challenge (IVEC) class, to provide strategic consulting on a catalytic business challenge.

Additionally, NOEW 2011 offers a world-class investment pitch opportunity called IDEApitch led by Jim Coulter, founding partner of TPG Capital. IDEApitch will offer 5 local entrepreneurs the opportunity to present their ventures to leading investors from TPG, Bain Venture Capital, Redpoint, Prism, IBM Ventures, and American Funds

“This is a special and important moment for the city of New Orleans,” said Jim Coulter, “The Coulter Challenge IDEApitch specifically identifies five of Louisiana’s most scalable ventures and gives them the opportunity to pitch their plans to some of the world’s leading growth capital firms.”

2011 IDEApitch entrepreneurs include Federated Sample, Naked Pizza, Spa Workshop, Mini Vax and NOvate Medical Technologies, LLC.

Additionally, NOEW will feature a $50,000 ‘Water Challenge’ to promote innovative water management solutions through entrepreneurship. Interested entrepreneurs can through midnight CST on February, 21, 2011 at http://www.ideavillage.org/waterchallenge.

NOEW 2011 will offer interactive roundtable discussions on seeding and growing entrepreneur ecosystems led by national luminaries such as Jim Coulter, Senator Mary Landrieu D-La, James Carville, Mary Matalin, Amy Cosper, Editor in Chief of Entrepreneur Magazine, and leading business entities such as McKinsey & Company, Bain Venture Capital and IBM.

Featured Speakers and Panelists for NOEW 2011:

* Jim Coulter, Founding Partner, TPG Capital
* John Turner, President , Whitney Bank
* Dr. Patti Greene, President’s Distinguished Professor of Entrepreneurship, Babson College
* Rick Aubry, Founder, New Foundry Ventures/Associate Provost, Tulane University
* Kris Licht and Eric Harmon, Partners, McKinsey & Co.
* Amy Cosper, Editor in Chief, Entrepreneur Magazine
* Jeff Schwartz, Managing Director, Bain Capital
* Kevin Clifford, President and CEO, American Funds
* Wendy Lung, Partner, IBM Venture Capital
* Jeff Brody, Founding Partner, Redpoint Ventures
* Jim Counihan, Partner, Prism Venture Works
* Gene Zelazny, Director of Visual Communications, McKinsey & Co.
* Jennifer Aaker, General Atlantic Professor, Stanford Graduate School of Business
* Chris Gergen , Executive Director, Bull City Forward, Life Entrepreneurs
* Jessica Jackley, Founder, Kiva and Profounder
* Robbie Vitrano, Naked Pizza
* David Waggonner, FAIA, Waggoner & Ball Architects
* Mark Davis, Director, Tulane Institute on Water Resources Law and Policy

For more information, including a full schedule of events, please visit www.NOEW.org.
For a full list of NOEW 2011 sponsors, please visit http://noew.org/about_us/sponsors.

About the Idea Village
The Idea Village was founded in 2000 as an independent 501(c) (3) non-profit organization with a mission to identify, support and retain entrepreneurial talent in New Orleans by providing business resources to high-impact ventures. To date, The Idea Village has supported over 590 local entrepreneurs by engaging 890 professionals and allocating over 56,000 consulting hours and $2.5 million in capital. This portfolio generates over $87 million in annual revenue and has created 1,000 jobs for the community.

A Bad PR Move for Walmart

2011-02-17T13:11:00.006-06:00

In crisis communications, I advise clients to always put a plan in place which will help them deal with any negative situation that could possibly occur. It's called thinking ahead and can prevent additional backlash from media of delayed comments or lack of action taken on the part of the company.

One of the worst things a company, really any organization, can experience is an armed robber or angry person out for revenge. Sadly, it's becoming more and more common and something that cannot be overlooked at any level.

Recently four employees at a Walmart store in Utah were fired, not honored for their bravery, after noticing and subduing an armed robber. Their actions were courageous, no doubt, and deserve to be recognized. However, the company says that they have an employee policy in place that states that employees are not to confront an armed robber, but rather let them go...possibly on a shooting rampage, injuring or even killing employees and customers.

As a PR professional, I believe that Walmart has gotten this one all wrong. Sure, I agree that should employees take on this situation, they may be injured. But, in thinking what would be the worst of two evils, I would salute these employees for their actions in protecting the greater good and numerous people within the store. It's easy to imagine just what might have occurred if these three men and woman had not taken steps into their own hands. It was four against one. The odds were more than on their side.

As a consumer, I believe and trust that those who work in stores like this should be adequately trained and encouraged to keep me, and other consumers, safe from danger while I am on their property. The people of Layton, Utah should feel good about their local heroes as well as Walmart for hiring such courageous individuals.

Wal-Mart Misses the PR Mark:
Ironically, since this happened it has been gaining national media attention, and it hasn't been so positive for Walmart. These four individuals were fired, straight out. Not because they failed in their positions or received bad reviews for their work, but because they saw the need to take action to keep themselves, other employees and their customers safe.

Remember that Walmart has positioned itself as part of every community. They are a community "center", if you will, where you are warmly welcomed each time you walk in the door. Their commitment to consumers and affordability has set the tone for competition and the marketplace, in general. It is more than disappointing that they failed to realize the potential backlash from the media and professionals, like myself, in this situation. It is even more disappointing that instead of feeling safe with heroes at their local market looking out and keeping them safe, the people of Layton may just feel the opposite. Sales will decline in the store, for a period, possibly leading to the loss of other jobs.

What Walmart should do is get modify the policy and train staff to adequately deal with crisis situations like this. They should honor these four employees, most of them managers who are now out looking for jobs. This should have been a moment of pride for the Walmart organization, now it's just another stain on a reputation that a number of consumers have questioned for years - whether the store is convenient and prices pleasing. They may shop your store, but not respect your business. Now they have just another reason to look down their nose at the reputation of Waart.

This morning, three of the four employees were on CNN, their story told and allowed to give a 30 second pitch to anyone viewing who might like to hire them. They seemed to have great credentials, valuable work experience and have already proven their worth and commitment to a company. That's rare to find, I know!

Sometimes you have to take every situation on an individual basis to determine the best outcome. In this instance, Walmart's customers are safe but their brave employees are not, and now they are facing a negative PR situation that will be difficult to overcome since the strategy they should have taken is now too late to implement. It's just too late now...

My hope is that companies will be smart, take hold of these three individuals and thumb their nose at Walmart.

What do you think? Leave a comment!

Cascade Celebrates 10 Years

2011-01-18T09:39:00.003-06:00

In 2001, I got a lot of advice about opening Cascade Communications and I was fully prepared for the hard work, determination, frustration, patience and planning it would require. However, the one thing no one told me about going into business was that time will fly!

Like every business there are the ups and downs, but even despite the economy, things feel different for us. It's almost as if we're entering a new phase and what it has in store none of us really know, but...it kind of feels like a beginning.

Over the last 10 years, we've done some pretty cool stuff and helped raise the profiles and sales of many small business brands. We've even run celebrity red carpet events and managed more than 60 local media for one of the biggest political party campaigns embracing the next generation of voters. We've seen small companies grow into million dollar businesses in just a few years or quadruple their current business in 18 months. It's crazy and exciting. While it can be frustrating to never get your client on the phone, we also know that they are busy growing and loving it.

And, we have had those that didn't fare so well. It happens. One's batting average can't always be .500 and the ones we haven't won for have mostly been an issue of bad timing. That's the trick. While we understand what media is looking for sometimes they just aren't ready for us, or someone else beat us to the punch. We hate that. I hate that. But, we can honestly say we've had more wins than not and met some incredible people along the way.

As I reflect back on the last 10 years, I know that I, personally, have learned a lot about myself and what I want my business to be. Is it what it started out to be? Are my goals for it the same? Where are we headed now? Like all business owners, these are the questions we should ask ourselves annually and where we need help, we ask for it - much like our clients have done.

Everyone says 10 years is a milestone, and they're right, for sure, but our modesty keeps us from getting too wrapped up in it all. This year, I want that to change. There are so many cool opportunities with social media and using it to help grow our client's business, it's fun, it's different and it's here to stay. The beauty is that one mom and pop in small town Kansas has the chance to be more than local. They can become international, and I just love that idea.

So while we're taking our heads out of the sand and finally taking a bow (well just for a minute), we're also looking forward to working with amazing small businesses. I will continue teaching PR to small businesses around the area at SCORE Chicago. We'll launch our new website soon (pardon the dust) and starting some new things of our own to benefit clients. It's going to be....exciting. Listen, when you've been through two economic down times while in business, you learn to float through it and keep the faith; to see the exciting possibilities and to, well, get excited.

This is our hope for all of you on our Anniversary - get excited! Opportunities abound. Small businesses and entrepreneurs are reaching out to help one another and that's what I love about what we do so much.

Cheers!

Pro Bono Client Lighting Up the Media

2010-11-16T11:13:00.002-06:00

Our pro bono client Kendall Ciesemier of Kids Caring 4 Kids on FOX Chicago after being named Glamour magazine's Woman of the Year, Reader's Choice 2010:

You know You're Too Busy When... - Entreprenuers Making It Happen

2010-10-20T13:42:00.007-05:00

Well, you can fill in the blank here, but I think it's clearly evident that, for us, at Cascade we've just been super busy! Hence the incredulous amount of time between blog posts. I call it pathetic but one of my Specialists says "you can't hold all the balls in the air all of the time". She's very smart and that's why she works for me.

It's so exciting to see all of the new things happening in the world of small business and entrepreneurism today. It's almost crazy that while the country is still talking about economic woes, that thousands of people, if not millions, are out there starting businesses, generating new ideas and bringing them to life. They aren't sitting back as a number in a very competitive job market. They're taking matters into their own hands and often finding success in the things they love to do most in life. It really is very exciting!

For instance, my two neighbors were laid off over two years ago and have been looking for positions ever since. They both got fed up earlier this year, signed on to GoDaddy.com and launched a virtual assistant and dog walking business in a matter of a few hours. Both are going very well.

Another friend took what he learned from his last company and came up with a new software program that will blow the socks off the trading industry. He didn't sit around too long licking his wounds, he contacted some people he'd met and built a coalition of folks who believe so much in his new software and company concept that they're essentially working in trade, or free, to help get it off the ground. That's the power of entrepreneurs and it's one thing that I will say about us...we're a pretty powerful group of support and resources. And, you should never be afraid to ask for help.

If you need something to get your business off the ground and running, put the word out. I know one thing: you have no idea who someone else knows!

This week I caught up with a friend who runs a large VC/Angel Investor group in the Chicagoland area and he said that their group is busier now than they have been in some time. This means that not only are people starting businesses, but that people are investing in them. They believe in and know that small businesses are powerful entities when it comes to potential job creation and....wealth. Not just for themselves but for the individuals, and they're willing to have a slice of the pie to ensure that business owners (and starters) are successful in achieving their goals.

Last week I ran into a friend from the Small business Administration in Chicago and said:

Me: "You know I've been seeing the SBA plaster Twitter with information on small business loans, and it's been going on for months. Are people just unaware of the availability?"

Her: "Girl (I love this about her)...you have no idea. We have money to give and people just aren't applying. It's crazy!"

Me: "Geesh, the SBA used to be the first place people went for small biz funding. What's up with that?"

Her: "Seems a lot of people are getting more knowledge on investors and are either finding VC or Angel funding, or they're getting their families to invest. Can you believe we have money to give away and we're competing for businesses to give it to? Girl....it's crazy!"

So, if you needed some inspiration, a ray of hope or a boost to let you know that things are headed in the right direction - up -then this is it. I'm giving it to you.

Now, go, conquer and succeed!

Formula PR is Dead

2010-07-24T17:29:00.001-05:00

When I started in PR many, many years ago there was barely an Internet, in fact we didn't even have computers in our office for every employee. We created and implemented multi-million dollar PR campaigns based on an almost 40-year old formula. Sure it's morphed some, but most corporate PR agencies continue using it, and sadly, many who come out of those firms to start their own continue to perpetuate the formulaic approach to PR.

With that said, there are many who have more than embraced new media, they actually (gasp) customize a campaign for each of their clients.

Those of us who "get it" understand that this formula PR approach doesn't apply to all businesses. Sure there is a the standard media kit and pitching, but today PR is going far beyond just that. Small businesses, much like my clients, are looking for more than just a PR expert, they're looking for a marketing consulting partner. Someone who can look at the whole picture and give them direction.

If you feel your PR firm is simply giving you the same 'ol, same 'ol with promises of what they can accomplish for you, it's time to move on. Find someone who is truly innovative and integrated to help you best navigate the new world marketing. They need to be more than a PR expert, they need to share your vision for your business; be a team player; your marketing consul; a partner in your success.

Every business is different and requires a personalized look at marketing and creation of a campaign that supports your other efforts. This is exactly how the corporate PR and ad agencies did it in the 1980s and 1990s. They understood the value of integrated campaigns in an expanding media world. Unfortunately, they didn't realize how much it would expand, so while they're catching up you can easily find a smaller, incredibly innovative PR firm to help lead the charge.

One word of advice: Don't get sold on the shiny, flashy campaign. Make sure you find the one that makes the absolute most sense for your business and budget. Something that will truly set you apart from the rest.

PR Pros Cry "Help us"

2010-05-19T12:36:00.013-05:00

This will no doubt be the first-ever blog post that may actually receive a lot (and I mean A LOT) of negativity and probably create some "haters" on me personally, and you know what? It's A-ok. If it means a serious discussion begins in the industry, then I'm happy to be the scapegoat. Deep down, they may actually acknowledge that I'm right.

For those of you have seen my company video (you can view here), you know the real facts about public relations professionals in the industry. Let's recap:

There are an estimated 600-800,000 PR professionals in the US ALONE
A majority of them did not study or receive a journalism degree from an accredited program or work in the media (which can make up for lack of a degree)
The industry is expected to grow by double digits in the following years, which means more PR people and more story pitches.

Why am I re-iterating these facts (most of which I got off of industry websites)? Well, I stumbled across a post on a blog I really enjoy reading and was kind of....ANNOYED!

The post on PR Breakfast Club, by Keith Trivitt, an agency EVP, discusses how PR pros are getting a bad rap with the our publics - media and others (the latter I agree with, in certain practices, like, say, corporate. They've had a bad year.) and goes on to say that our professional societies should basically come in and rescue us by building a better brand identity for PR.

Btw, Keith: Bravo on the PR Code of Ethics...I was beginning to feel few
pros have any. Count me in! And I do agree that our professional
organizations need to do more than throw networking parties and argue
the lost value of the APR

Okay, first of all if any professional is getting a bad rap it's because they don't know what they're doing or they're promising clients something they can't accomplish. Also, the world and PR has changed forever and those who have failed to get on board are simply going to miss out. Take an educational class to learn.

If you are really concerned in understanding media, you would know they get hundreds of "sales calls" a day from PR people. Yep, that's right I just said SALES because that's what it's like. And the majority of calls are poor to bad pitches. I edit Small Business Daily blog and can tell you how many terrible news pitches I get in a day. These people clearly don't read my blog or even understand what's newsworthy! How can you effectively pitch when you don't take a moment to research the outlet? It's like taking a bowl of spaghetti and throwing it up on the wall to see what sticks.

I have felt very, very strongly about the fact that all PR people should have some journalism degree/writing or producing news experience. It doesn't take a rocket scientist to figure out that the number one component of PR is generating news. And for some reason you think not having a background reflective of that doesn't matter......? You've lost me. I remember distinctly being a preferred candidate for every position I've had (and even with clients) because I have a degree in journalism from an award-winning program and even took time to find a job writing broadcast news to make me a better journalist. Maybe a majority of our colleges and universities are not offering strong enough programs with a broad journalism core......Maybe as professionals we need to offer more on the education front.

Has the industry, at large corporate firms in particular, driven the standard? As they have grown in prosperity from the 70's to the new Millennium they needed bodies, and, from personal experience, it was competitive but if you want to be in PR and say "because I am good with people" they would take you.

Consider what happens when people who don't understand media are pitching stories for multi-million dollar accounts. Most of the people pitching these stories are interns. And you wonder why media don't like PR people...??? You don't think a journalist is annoyed to hear someone call and say "uhm, yeah, this is Crystal from X Agency and I, like, want to know if you'll run my story?" Trust me...I hear it from media all the time. It's annoying.

It really is our responsibility. If you feel that PR pros reputations are tarnished or that we're losing brand credibility, maybe it's time to look within our industry, weed out the individuals and firms that give us all a bad rap, to evaluate those we employ, concentrate on really training and offering support to our interns and entry-levels, and (gasp) ask upper level professionals to take on story pitching responsibilities. Protecting our "brand" should be about hiring the right people who have relative experience, know how to write news, can talk on the phone like a professional and really, truly understand media, how they work and what they're looking for in story ideas.

With the rate that media is changing, it seems to me that we don't need a brand campaign to make us look better, we need to seek out opportunities to learn to work better with media; with them in mind every time we create a client proposal. Not the other way around. Stop blanket pitching and become more targeted, crafting pitches for every outlet and writer. That's how you change perception on the industry.

Twitter the New CNN

2010-05-10T07:54:00.003-05:00

When you’re in PR you have one eye or ear on the news while conducting work for clients. It’s tricky but I suppose it’s a good thing I’m a multi-tasker.

Using social media has made it even easier for me to keep up on the news. I literally get all my headlines on Twitter and click to read the stories I want to read. In fact, my Twitter account looks like a CNN ticker of latest news. And…the best part of it is that I can see how people react and comment on the breaking stories.

That’s why I found this so interesting – sent by @GuyKawaski on Twitter.

Twitter isn’t a social network anymore

Can I say, “I told you so?” Lance Ulanoff reports that “Twitter Is the New CNN.” He summarized a study done by Haewoon Kwak, Changhyun Lee, Hosung Park, and Sue Moon from the Department of Computer Science, KAIST (Korea). This is a presentation of the results of the study:

Staying on top of the news is key for my business, for obvious reasons. When I see something relative to a client I can easily craft a follow up story pitch idea and send it out immediately – while it’s still timely. More importantly, I can keep up on media and what stories they’re working on. In PR this is huge! I don’t have to read every site every day (which could be a full-time job in and of itself!).

If you’re looking to achieve PR, follow the news outlets and blogs that target your customers/audience and interact with them. Not only can you improve odds of catching a journalist’s attention, you can also listen to what people on Twitter are saying about your industry online. It’s brilliant!

We’ve already had great success in achieving media coverage for clients through….Twitter! It does take time to build relationships – like any you might build in life, but it pays off. Yes, we continue to take a traditional approach to media, but today Twitter is where news is happening and….breaking.

Follow me @SmallBizPRXpert or @MyStorySource

Cascade Launches New Company Video

2010-05-05T12:58:00.008-05:00

There are a lot of PR firms and professionals out there. What you don't know might surprise you.....

7 Stupid Reasons to Hire a PR Firm

2010-04-22T10:14:00.004-05:00

This is a must read for anyone considering hiring a PR firm for their business. I always say that you have to be really educated before you make the investment, and that's what I attempt to do on Cascade Effect and also on Small Business Daily blog, if you haven't checked it out, you should!

The reality that this article poses is that you not only have to educate yourself on how PR works, how firms work, but you also have to find the right partner for your business.

7 Stupid Reasons to Hire a PR Agency
A capable agency should provide visibility and increased brand awareness while keeping your end-game in focus.
By Aaron Kwittken The PR Post Entrepreneur.com | April 20, 2010

Brand awareness, thought leadership, increased executive visibility, crisis communications preparedness . . . the laundry list of reasons companies should hire PR representation goes on and on, and a capable agency should provide all this and more. The decision to hire an agency should not be taken lightly and there are some common are pitfalls that should be avoided to ensure success. From unscrupulous agencies to recognizing your own misguided preconceptions; here are seven reasons you should not hire a PR agency.

Read more...

PR Stunts: The good, bad and the really, really ugly

2010-04-20T08:30:00.005-05:00

What is one of the most affordable and effective ways to drive PR? Create and implementing a "stunt". The stunt has been used by companies big and small to generate publicity and the more creative the better. However.....much consideration needs to be put into a PR stunt. Will it work? Does it connect the consumer to the brand? How will people react? Will it be something people remember? Even when a stunt goes bad it can generate publicity, but possibly at the cost of your company becoming a laughing stock amongst consumers and marketing professionals.

The PR value of a successful stunt is priceless - that's why everyone tries to do them. From the Boston Tea Party and magician David Blaine, Topeka, KS renaming itself Google, KS to the most famous stuntsters of all, Barnum and Bailey. If you sit to think about it I bet you can come up with at least 10 stunts that made small companies or brands. Here's a great list of 50 Top PR Stunts.

Yet, for every stunt attempted and completed successfully there are many that simply crash and burn. Recently, Xbox created a stunt to take place in New Zealand is the perfect example of why you really need to think about what you're doing before doing it. The stunt went terribly, and I mean, terribly wrong! It's also important to remember that just because you think it's a good idea doesn't always mean it is. Ask trusted people for their advice.

A marketing stunt to promote a video game sparked an armed police callout after an actor pointed a fake gun at terrified pubgoers in Auckland's Viaduct Basin.

About 20 revellers drinking outside Degree bar dived for cover after the promotions worker threatened them with a black imitation pistol about 8pm on Friday.

Witnesses said they heard someone shout "he's got a gun" and outdoor drinkers dived behind their tables.

Degree manager Steph Kurtovich said: "This guy with bandages on his hands pointed a gun at customers sitting outside. They were pretty terrified."

The stunt, to promote the release of Xbox title Splinter Cell Evolution, was condemned by police.

Read more....

What makes a great PR Stunt? A quick checklist:

Does it communicate the brand?
Does it communicate the messages you want to get across?
For small businesses, what's the cost? Is it within budget?
Is it fun and unique?
Will it capture people's attention?
Where will you do the stunt? - City Center
How long will the stunt last? - two hours over lunch
How will people react?
Who's going to call the media to let them know?
Are you ready to deal with the possible influx of business that comes with generating so much PR? You better get staffed, stocked and ready.

Have you done a PR stunt to promote your business? Tell me about them and I'll include in a future post "Real PR Stunts for Real Business."

Need Funding? Story Offers Hope, Ideas for Entrepreneurs

2010-03-29T13:52:00.006-05:00

So, you have an idea or you are looking to expand your business but banks aren't favorable to lending....anything at the moment and you could mortgage yourself to the hilt, and most entrepreneurs do - the risk is worth it, right?

Have no fear! You can get funding without appealing, or begging, VC's or angel investors. There are organizations, and even individuals, out there willing to lend you money whether it's $50 or $15,000, but you have to think outside the box.

This great CNNMoney story will turn your frustrations into hope when it comes to funding your new business concept/idea or grow an existing business. Corporate banks might not believe in small business but these organizations (many made up of individual investors) do believe and they're helping businesses just like yours take off!

There are plenty of options out there....go find them. They're waiting for you!

Where to get startup cash now
By Tina Peng, contributing writer, CNNMoney.com March 24, 2010

Bank credit is scarce and investors are skittish, but that didn't stop these six startups. They found creative ways to raise cash during the downturn.

Fortney Gives Answers to Burning Marketing Questions

2010-03-22T12:00:00.004-05:00

Want to see what I really believe about our company Cascade Communications and the current and future states of marketing? Here's your chance.

WhoHub.com has created a social networking space connecting people through Q&A interviews - warning....it's LONG! They really should shorten it some, but if you really want to know my take on marketing, especially PR and the digital/social media age this is the place to go.

I cover everything from the truth about PR, what makes our company so different, the "PRetend PR people", social and digital marketing, the importance of quality customer service and the future of marketing....one guess...the Internet.

You can read my Q&A for free, but it's also a great place to look for job listings.

Love your feedback and thoughts...remember, we can and should all learn from one another.

Born to be a Billionaire?

2010-03-16T11:52:00.003-05:00

From Forbes, Helen Coster, 03.11.10,

It takes more than smarts. Here is an honest guide for assessing your ability to go big.

Fifty-three billion smackers. That's how much telecom tycoon Carlos Slim Helu, the wealthiest human on the planet, is worth by Forbes' latest exhaustive count. (Actually, the tally was $53.5 billion--when you're dealing in 10 digits, every decimal place counts.)

Those kinds of numbers can't help but make you think: What exactly does it take to amass that kind of wealth? More important, do you have it?

13 questions to ask yourself before giving up the regular paycheck and benefits to gamble for billions.

The Changing World of PR and Your Role as Client

2010-03-03T08:39:00.010-06:00

Today, I came across an interesting article by Grant Cardone of Huffington Post (be sure to read the comments), and, of course, it sparked a blog post - one I believe will be a must read for anyone doing PR (professional, small business, client of any kind).

The world of media has changed rapidly, and continues to do so daily. Some of us got on the train immediately and have seen how technology/Internet can help us do our jobs better, while a lot of people simply failed to get on at their stop. Now they're running around trying to catch up telling clients "we're experts" when they really aren't.

In today's Internet-driven world, anyone can be "an expert"
Just take a minute to think of all those you've seen saying those exact words!
So, how do you decipher which ones really are experts?

The truth is that huge scores of PR people failed to catch on to social media and how the Internet can really help them be more successful for clients. They still work under the adage that if a story happens they must take credit for it (whether they achieved it or not) to look good for the client. Or worse.....they just don't know what they're doing, and sadly, there are a lot of people out there who say they do PR and really have no clue.

Back to Cardone's post: What got me on this post isn't his comment about PR dying, but that the fact that the transition hasn't happened with a majority of PR people yet; they're scrambling and not in a good way. They're trying to translate traditional PR in a non-traditional media market and they haven't quite figured out the new strategies. That's why Cardone was failing to achieve the results he wanted with his three PR firms. I agree with him that many agencies have yet to come to the new PR table, causing them to be sloppy and miss opportunities. Simply put, there's a new way of doing things these days.

Anyone can talk a big game, but can they play and win?
It's not always easy and requires patience, but you should find out
quickly whether your PR firm knows what it's doing, or not.

Here are some things to consider as a client:

A great story ALWAYS achieves PR. This is a fact!
Review your agency's press release. Is it really newsworthy or just fluff? Is it well-written and timely?
I feel strongly that a PR firm's staff should all either have a degree in journalism or worked in the media writing news (PR is news! duh)
They should know that, now, the other part of PR is a conversation, which is happening online everyday, where customers, not media, provide the third-party endorsement of your product/service to one another. Very valuable!
Your PR firm should know that the Internet can only help their efforts, increase odds
They should understand that the media environment today has created more freelancers, who are harder to track, and must make sure your online presence (online press room) is in top shape, should media find you while conducting a search
SEO only helps PR
That PR is no longer ego-centric, meaning it's not all about the agency. It's about teamwork. Today agencies can contribute to media finding your business, but the journalist may contact you directly. It's about "getting you out there" and, some may argue with me, it doesn't matter who gets the credit but rather that it happened.
It's more than understanding how traditional media work (and the changes they're making) but the fact that PR has become slightly more complex with the Internet. They should be able to advise you on using video, blogging, social media and more from your end to help their efforts
They should be experts on all fronts - traditional and nontraditional; marketing and Internet
Marketing is more integrated now than ever before - I will toot my own horn and say that I did predict this in journalism school and so happy that I followed a career in general marketing (brand, advertising, promotions, PR, web and more) because the Internet has brought it all together. They work hand-in-hand
Again, it's about teamwork and your PR professional/agency should be prepared to play fair and share one common goal with you - achieve media stories to grow your business -and they should think about being part of the team long-term
Finally, PR is a patient process that clients must be sensitive to. Just because you put out a press release doesn't mean media are going to drop what they're working on at that very moment to cover your story. Any good publicist will communicate this, set expectations, maintain open communications and regular progress reports, know how to target pitches to media, rather than blanket pitches and even be able to walk away on their own if they don't feel they're getting anywhere.

It is a serious thing to find marketing professionals that are right for you and your business. I always tell potential clients to listen to their intuition, look for someone they like and trust, check out the agency's references, be thorough and feel good about it.

Thanks for the blogging inspiration, Grant, and good luck to you!

How Journalists Use Search & Social Media

2010-02-26T11:47:00.002-06:00

A great blog post and the reason you should have an online pressroom!

Posted by Lee Odden on Feb 24th, 2010 in Online Marketing, Online PR, SEO, Social Media

TopRank ran a survey of journalists, reporters and editors on their use of search and social media in 2008. We found 91% use search engines like Google to do their job. 64% use social networks. Published in Jan 2010, a George Washington University and Cision survey of journalists reports 89% use blogs and 65% use social networks to research stories.

As prep for a presentation I’m giving Thursday at Online Marketing Summit on the intersection of SEO, Social Media and PR, I reached out to a few local journalists and industry news contacts and asked for examples of how they used search engines or social media to do story research.

Newsrooms are cutting staff and reporters and editors are hard pressed to do more with less. Tools like search engines and social media make available a tremendous amount of information in real-time. The news world is a world of deadlines and it would seem the use of search and social networks to source experts or people/companies that fit a story angle would be ideal. Even respected news organizations like the BBC are encouraging their journalists to embrace social media .

A Negative Attitude is Bad for Business

2010-02-10T16:00:00.006-06:00

Last month, I was interviewed to comment in a story on an unlikely industry - horse racing.

The industry has certainly seen its ups and downs. Consumers get revved for the Triple Crown races (aired nationally, internationally), but local tracks are seeing fewer and fewer ticket sales. Maybe this because young people aren't interacting with the sport like their parents and, more likely, grandparents. They are seeking alternative entertainment venues and the sport has lost its "sex appeal". Or maybe the industry has failed to capture the new audience by picking up the same entertainment models the NBA, NHL and MLB have in the last 10 years.

Well, anyway, a few key industry players have sought government funding to keep horse racing alive, that combined with a few stunts. They were hoping to catch the attention of media and customers, and force an uprising amongst fans to fight for the industry, but their negative approach may have cost them more. Now it seems the only way out is to ban together in a united front, pool their money and promote the lifestyle of horse racing nationwide with a number of events to attract young adults. This demographic has to be given a reason to come - and the race isn't enough. But that's just my two cents on saving the industry - an American past time. It would, truly, be a shame, to have only three races a year worth anything to anyone.

What these executives don't realize, and most small business owners don't either, is that the attitude you present to the world, to your customers, can actually dictate whether or not you will be successful. If you're struggling now and acting like its Doomsday, chances are the outcome will only continue to be bad, or get worse. Call me crazy but people don't want to support or buy from grouches, or something far more devious. This is the worst customer service and marketing program you can implement and it continues to perplex me why these people believe that this attitude will take them somewhere.

Call it the Law of Attraction, the power of the universe evening itself out, or you get what you give, all of it is relevant in running and growing a successful business. What you put out, you will get in return.

As I mention in this article, business owners (you) are the most powerful, credible and reliable source for communicating about your business. If you tell people it's failing, it probably will. And I know first hand that the reverse is true as well. So the next time you feel like telling the whole world how bad your problems are, think twice. You just might dissuade customers from supporting your business!

Read more in this article by Vic Zast on HorseracingInsider .com.

The Power of One Targeted Media Story

2010-01-13T07:15:00.005-06:00

In truth, it is very rare that your marketing strategies work immediately, including PR. Why is this? Simply put sometimes the most targeted media story you can get may happen to be in a magazine, and national pubs work up to six months out. So, while you've secured the opportunity, you still have to wait six months for it to hit. This can be true for a lot of media. But then again, you realize that marketing, in general, is a long-term process that needs nurturing and requires patience.

There are those few precious times when a journalist can take interest in your story and change the face of your business overnight. The best way to explain this is to give you examples of two of our clients.

About two years ago my friend, Dr. Michele Kehrer came to me and said "I'm one of few people in the country who treats chronic dizziness and balance issues, which 90% of Americans will suffer from at one point, and doctors don't know about me". It was a great story and was immediately picked up by the local ABC affiliate's HealthBeat. They came out the next week, taped and ran the story not just once but four times over the next several days - mostly appearing late night. Her business, Lifestyle Physical Therapy & Balance Center got more than a shot in the arm - she picked up over 100 patients and it transformed her clinic, literally, overnight. Two years later she has doubled her staff, again, and is enjoying less work and more management of the business.

More recently, as in this week, our pro bono client Kendall Ciesemier of Kids Caring 4 Kids, and I, finally saw the fruits of our labor. Roughly three months ago, Channel One, a news resource for six million kids across the country that is fed directly into classrooms, called and said they were in from New York for a story and wanted to cover Kendall's interesting story - and it is interesting (read more). Her primary goal: to distribute her "i care 2" kit and encourage American kids to support AIDS orphans in Africa. It took a few months to edit (and breaking for the holidays) and finally aired January 11, 2010 on Channel One. The result - within just a few days hundreds of kits were requested, donation pages set up on her website and....to date those numbers are still growing.

Why did these work to produce so much for these two organizations? Because the story truly hit their target demographics. Other key ingredients for success are two great stories, something the public would be interested in as well as learning about, they differentiated themselves from anyone else and both are extremely passionate about what they want to accomplishment.

This is what one truly targeted story can do for your business

This isn't to say that you aren't passionate about your business, it's about locating your story, writing and presenting it in a compelling way (Make it News!) and finding the one media outlet that reaches the particular audience you desire most.

Look, there are a lot of people out there who practice the "Bowl of Spaghetti" theory to PR - take a bowl of spaghetti, throw it up on the wall and see what sticks. In this case, write a press release, SPAM it to every journalist on the list and see who shows interest. Our particular approach was hands on, meaning our clients gave us their media wish list of about 10-15 and we went out and got them interested. It was more than just "sending an email", we crafted our story to each particular media and audience and....gasp....we even called them on the phone over just distributing by email.

Yes, generating PR, and marketing in general, takes time. Valuable time out of your day when you could be doing other things to run your business, but isn't it worth it to you and your business to focus on it for a week and see what develops? It could change your business and make your dreams of becoming a successful entrepreneur come true.

In both cases, it took one person to stand out from the crowd with a great story to impart success. There is only one way to success.....go out and find your amazing story and if you're struggling, then it's worth it to find an experience news/PR professional to write it for you.

Follow me on Twitter @SmallBizPRXpert and @MyStorySource or subscribe to MyStorySource.com for FREE to pitch your story to media.

Positive PR for Great Nonprofit

2010-01-12T11:42:00.004-06:00

In 2009, my involvement with I Should Be in The News, a nonprofit with a national network of PR people helping other nonprofits achieve positive PR, led me to Kendall Ciesemier and her organization Kids Caring 4 Kids (www.KidsCaring4Kids.com). We shared her vision and she became Cascade Communications' pro bono client for the year.

We rarely toot our own horns but this one story is a great example of what PR can do...for any organization. Her amazing story drew attention from Channel One news (about 6 million viewers in schools across the country) and resulted in the largest number of requests for her "i care 2" kit since she was on Oprah a few years ago.

http://www.channelone.com/onair/finding_strength_archive/

Kendall's story has inspired all of us to do more for AIDS orphans in Africa, and around the world - providing them with school uniforms, education, meals, bicycles and clean water. Many of these young kids walk miles to school and to get water while at the same time taking care of their younger siblings. No 11, 12, 13+ year old child should have this kind of responsibility. As a journalist and PR professional, it is these unique stories that make our jobs worthwhile and we're thrilled that the opportunity came our way.

Congratulations, Kendall! We hope the request for kits continue to pour in!

Do You Really Value Your Company, Customers?

2010-01-12T11:39:00.003-06:00

In light of times like we’ve been through it’s easy to see why so many companies have been pushing major sales promotions – a. to move product and inventory to prepare for new and b. to just make the sale.

While this is not typically a bad thing, and something most businesses do regularly, it can become a problem when you do it just to make money; a quick sale. These business owners are focused on making money and lots of it, not nurturing the value of their brand, company, products and services, let alone their customers (who, I might remind you, are the reason you’re making money).

What I mean is that sometimes we can get so focused on “the money” that we fail to zero in on what is making that money. Obviously your customers, and their buying because they see value in what you’re offering. When you cheapen it with incredibly deep discounts or sales promotions that you can’t possibly fulfill just for a quick shot in the arm of cash, you are devaluing your brand, products and services.

Why do some people do this? Well, because they don’t see their own value.

When you don’t or stop seeing value in your offerings you become nothing more than annoying sales people and your customers will leave – you will always be chasing money (customers) rather than focusing on keeping existing customers happy and growing that base for real success.

Now, don’t get me wrong, a business always needs to think about its sales process, but what it can’t do is become so centered (to get tunnel vision) on that one element. It will fail you over time. Why? Because today’s consumers are smarter than they’ve ever been before. They want customer service. They want to feel valued by you and your business. They want to feel good about buying from you and part of a unique community supporting your business. Trust me, if they don’t receive any of this then they will leave and buy from your competitor.

Sometimes customer service can be the difference between you making the sale or your competitor. It’s time that we all remember who drives this economy, the consumer, and start:

Developing customer service plans (even if it’s only one sheet)
Planning special promotions in advance
Stop working in “crisis” mode to making money
Develop open and customized communications plans specifically for customers
Focus on the long-term, keeping the customers you have and let them be part of the marketing process by giving valuable referrals
Stop being a sales company and be good at what you really do. If you do it well and right the sales and success will come to you.

Here’s to a New Year with a new focus on how we run and grow our businesses and get back to what’s important – the customer.

Jennifer Fortney
Cascade Communications
Follow me on Twitter: @SmallBizPRXpert and @MyStorySource

No one should be out in this....

2009-12-10T09:32:00.003-06:00

Does that say two degrees? Can't tell. Window is frozen. Unfortunately, I have to be out in it all day long. Bbrrrrr.....

The Best FREE Resources for Getting PR

2009-11-03T15:19:00.005-06:00

In the past, as a PR professional there were a multitude of great resources we used to help generate news stories for our clients. Back then many were pay services that came by fax or even mail! Can you imagine how far ahead journalists had to plan to get a query posted on that one!

Well those days are mostly gone, thanks to the Internet and many service, while still pay are offering part of their service for free (promotionally) and others are just FREE.

Now my cohorts would ask me why I’m giving these away, but the reality is that if you really wanted to find them online, you will and I would rather have you visit Small Business Daily and save yourself some serious time.

Help a Reporter Out – sign up to receive this free email distribution three times daily with the latest queries from journalists looking for sources. Be ware. Participation has rules so best to read them before you get booted from the list.

Pitch Rate – also an email distribution that’s focus is on industry experts

Reporter’s Source – free email distribution with leads but you don’t have the chance to pitch the reporter yourself. Actually, you send in your pitch, it’s evaluated by the publishers and they pitch it for you. If the journalist is interested they put you in touch.

My Story Source – just launched. Free email distribution to media that allows you to pitch your news in the email and journalists contact you at their convenience. Also a good place to build community with other small businesses and nonprofits.

The Publicity Hound – a great place to get tips on improving your ability to generate positive PR for your organization.

Toilet Paper Entrepreneur – another great resource for entrepreneurs of every shape and size. A wealth of knowledge and information. Read the blog daily!

Jennifer Fortney
Cascade Communciations

Follow me on Twitter @SmallBizPRXpert

Time Flies...

2009-09-25T09:26:00.004-05:00

Wow! Has it really been a month since I posted here? Well, if you're curious, you can always check out my posts on Small Business Daily where I contribute a little more regularly....but there is so much going on here at Cascade Communications, and you will only hear about it here and on Twitter @MyStorySource and @SmallBizPRXpert. Trust me....it's really good!

Today is Friday and while I try to use the day closing projects for the week and returning calls, I can't help but think the day wouldn't also be well-spent curled up on the couch with a romantic comedy! Maybe it's the changing weather and crispness of Fall air but I, personally, feel in transition and Cascade is definitely in transition. I'm a Scorpio, so while most people make new starts on or around New Year's Day, this is my new year and there will soon be much to tell.

If you're in Chicago and looking for a new networking group, follow Sip & Give on Facebook. It's a new networking group for professionals who are socially and community-minded. The first event is Tuesday, October 27 benefiting the Lakeview Pantry (due to the economy, they are in even greater need of food and help to provide for individuals and families this holiday season). See details on Facebook.

Cheers for a great weekend...stay tuned!

Benefits of PR - Couldn't Have Said It Better Myself

2009-08-19T11:19:00.002-05:00

It's rare that I actually post something from another public relations professional, but hey, we're all on the same team, right? I came across this on Twitter today and thought...."I couldn't have said it better myself!" So, Jenna, this could be the start of a beautiful friendship.

Benefits of Public Relations
By: Jenna (Gruhala) Oltersdorf

It’s no secret that both public relations (PR) and advertising offer unique benefits when employed correctly. And, when working together, the two practices can build awareness, boost brand value and drive sales. Some of our most successful campaigns stem from a strong relationship between our PR team and advertising agency partners.

To contrast the two, PR earns media coverage through strategic outreach to journalists while advertising is a controlled message placed in paid-for space. Both practices work to influence the behavior of consumers by swaying opinion, calling consumers to action, etc., but the tactics used to gain results and meet goals couldn’t be more different.

Unfortunately, PR tends to be overlooked during the planning stages of some marketing campaigns because many don’t fully understand the benefits. And, if PR isn’t overlooked all together, many times key decision makers don’t quite understand how it works or worse, don’t understand how to measure a PR campaign’s success (common measurements include impressions, number of placements and types of placements).

The primary goal of any PR campaign, no matter how large or small, is to build relationships. Through these relationships, we’re able to secure stories, build momentum and create opportunities for brands, be it a person, organization, product or service. Before launching any PR campaign, it’s important to outline measures of success to fairly evaluate the benefits as well as manage expectations both internally and externally.

So what sort of benefits can you expect from a well-planned PR campaign?

Pitch to Editors Should Cross Mediums

2009-08-19T09:40:00.004-05:00

Score Multiple Hits Per Pitch: Chicago Tribune Critic Daley Suggests Writing Pitches Adaptable for Print, Online, Radio and Social Media

Jim Bucci (jbucci@bulldogreporter.com) Issue Date: Daily 'Dog - August 19, 2009

"Pitches need to be adaptable to multiple platforms and multiple adaptations," says Bill Daley, a food and wine critic for the Chicago Tribune. "I need to be able to write something for the newspaper, rewrite it into a radio script and also do it as a tweet. For example, I once took research for one story and repackaged it seven ways for the different media types. Pitches have to be focused and laser sharp. Fewer journalists mean fewer of us doing more things."

His additional tips for scoring more coverage per pitch:

Don’t Spam Editors: Five Tips to Earn Their Respect

2009-08-17T12:33:00.001-05:00

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 public relations. The truth is that it’s not, and for those who do actively follow up with media, most are simply SPAMMING media until eventually they are completely blocked all together. In my industry, we call it blacklisting and journalists DO it all the time.

The trick to good follow up and achieving PR in general is one thing: RESPECT.

Aretha Franklin sang the song, that quickly comes to mind, and people just like you seek it and demand it from others. So why shouldn’t you give it in return? In life, in general, having respect for yourself and others will take you far. Plus it always feel good. When you stop having that respect you can stop seeing results. Respect for journalists comes in many forms, all of which are key to your success in achieving PR for your business.

Here are five tips on how to respect journalists and generate media attention for your business:

Understand how the media you’re pitching works: Deadlines for TV and print are totally different. If newspaper deadlines are 3:00p don’t call after 2:00p. If the TV newsroom meeting is from 9:00- 10:00a don’t call during. They won’t have an answer for you. Have respect for their time and deadlines and keep your pitches brief and to the point.
Know what the journalist or blogger you’re following up with writes on, what are they looking for or interested in. What is their beat? It can take time to read through their columns online, but it’s important to do so if you’re going to be successful in catering your story to their beat.
Don’t leave long follow up voice mails or send lengthy emails: They don’t have time to read it. Get to the point and tell them why your story is perfect for their beat.
If you pitch yourself available for an interview make yourself available for the interview!
Finally, do not send one email over and over again to a journalist trying to get their attention. It’s SPAM and you will be blacklisted for it. Instead, check in once a week or once every two weeks. If they’re interested they will get in touch.

One of the most important tips I can give you is that if a journalist turns you down on your story don’t whine about it to them and keep them on the phone trying to change their mind. It won’t work. Instead, keep them in mind and when you have something in the future that may be of interest to them, contact them again.

Respect is earned. Building relationships with media takes time and respect, but it can be lasting and beneficial for your business for years to come. Destroy that relationship and you will never get them to produce a story. As my father always said, “Put yourself in someone else’s shoes and then approach the situation”. I think about this everyday and it has made me the professional I am today with lasting relationships with media.

Jennifer Fortney, Cascade Communications and SmallBizPRMadeEasy.com

Follow me on Twitter @SmallBizPRXpert for daily PR tips

Give Your Business a Boost with Our New Exclusive PR Program for Small Business

2009-08-11T14:27:00.003-05:00

I mentioned in this in an earlier post, but had a request from several people to repost it with more specifics, so here it is! The one-of-a-kind PR program for small business that you won't find anywhere else!

"Boost"

Boost your business with some PR! Cascade Communications has created a new, customized program to help generate increased awareness and growth for small businesses!

At Cascade Communications, our ongoing dedication to helping small business grow has generated loads of ideas and opportunities for our clients. This means that we are always providing cutting-edge programming specifically for small business. Options you won't find anywhere else, cuz no one else knows how to cater to small business quite like we do.

We understand that budgets are tight but you know now is the time to market your business. You know that this is a chance for you to overcome competitors and become a leader in the market.

Our newest service is "Boost", an affordable, customized, one-of-a-kind PR program offering a boost to your small business by generating positive media stories. It’s perfect for those who would like to try PR but are afraid to make a long-term investment. We’ll prove to you that PR can and does work to boost your business!

This unique, individually customized program at a one-of-a-kind price offers small businesses one month of representation, including;

One month PR representation
One press release
Additional press materials, if necessary for story
Top 50 media pitching
Online Press Room development consultation
Write and distribute a Social Media News Release
Free web distribution
Forward journalist queries, or pitch them on your behalf, that come to us directly
Post your release on our website
Twitter your business news to our followers
Small business consulting
Act as your professional PR department
Develop an expert positioning plan you can implement
Develop a social media campaign you can implement
Free two-month membership to SmallBizPRMadeEasy.com, or original DIY weekly PR program
Cost: $1,200

Contact us today to become part of "Boost"!

Jennifer Fortney
jfortney@cascadecomms.com
www.CascadeComms.com
www.SmallBizPRMadeEasy.com
“Small Business Daily” blog
“Cascade Effect” blog
Twitter: @SmallBizPRXpert

Business Week: Time to Change Course?

2009-08-11T11:39:00.009-05:00

I will say it again, today's small businesses have a real opportunity to grow their business by thinking outside of the box; getting creative and maybe even finally forcing your business in a new direction, which you've been delaying.

Moreover, these changes can create opportunities for public relations for your business, further setting you apart from competitors. Here is a great article from Business Week Small Business.....

Is It Time for Your Business to Change Course? By Ann Field Business Week

In an economy like this, it may take more than tinkering to turn you company around. But big changes carry big risks

Kim Matheson Shedrick had spent 16 years growing New York-based Natural Resources into a 15-person, $1 million company that advises developers of high-end spas. But in late 2008 no one was building much of anything, never mind pricey spas selling hot seashell massages and lavender-oil body scrubs. Matheson Shedrick decided the time was ripe for an idea she'd been kicking around since 2001—mySpaShop.com, which would offer products and wellness advice for less affluent spa aficionados. "I looked at how I could use all the contacts I have in the industry to target the customer who can't spend $500 visiting a spa," says Matheson Shedrick, who now makes $10,000 a month through the site. She also expanded the B-to-B side of her company, charging spa owners a monthly fee for advice on how to boost revenue. She expects the new line of work to bring in about 15% of her overall sales by the end of the year.

Sometimes, when business is bad, you can't just tinker at the edges—you have to make fundamental changes to your company. That might mean selling to a new market or changing your offerings. It might mean strategic changes in distribution or marketing.

Read more....

Media Interviews: Where Patience Meets Savvy

2009-08-10T13:33:00.003-05:00

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 around”, you can learn from these people to create a solid PR opportunity for your business.

Media interviews always make people a bit jittery but you have to remember that in a majority of cases the journalist wants to paint a positive picture of your business. To do so provides them with a story that is of interest to their readers and is a win for you. By answering their questions directly and thoroughly, you provide them with content that they can use to create an informational and factual story on your business.

Here are 10 things to remember before and during a media interview:

1. Always remember that you are speaking to a journalist. No matter how friendly the conversation becomes, unless you say otherwise, everything you say can be considered “on the record”.

2. Being fully prepared for the interview and listen! I’ve worked with people in the past who were so concerned about getting their company’s key messages out that they completely failed to answer the question being asked of them, sometimes forcing the journalist to ask it again. Practice makes perfect to conquer nerves and listening ensures that you will answer the question before you.

3. Put yourself at ease: Practicing in a mirror or with someone you trust to ask questions and provide constructive feedback will help put you at ease. Having a full understanding of how the interview will go will also help. Doing the interview by phone is much easier because you can have your notes in front of you. However, if you’re going to be on TV you should familiarize yourself to the set up of the studio and run through your notes beforehand to refresh your thoughts. If you really feel nervous, I suggest working out that morning to release some of the energy and clear your mind. Sometimes, if you ask, a TV producer will provide the questions you’ll be asked up front. Again, it benefits them, as well, to make you look good, comfortable and speak well about your business.

4. Know who you are talking to: Researching the person you are speaking to can be one of the most valuable things you can do prior to an interview. Sifting through past stories online can give you a feel for how the journalist approaches the interview. When in-studio for TV you should never talk to the camera, but to the interviewer.

5. Take product/samples for face-to-face interviews: Taking your product to an interview or meeting with a journalist will give you something to “handle” and will remind you of the key messages you want to deliver. Television is always looking for samples or video because they don’t want just a “talking head”. They want to show their viewers something tangible, examples, how it works, action.

6. Be prepared for anything: Journalists often have a predetermined idea of where they want their story to go, but being prepared for anything may allow you the opportunity to give them an angle they haven’t considered. I’ve had clients do this, quite successfully, turning what might have been just a quote in a trend piece into an entire section of the story.

7. Learn the art of segue: One of the best skills you can learn is that of segueing. Think of your interview as a conversation on your business. You are actively following the journalist’s lead, but there is a time when you need to steer the conversation to meet your needs; to stick in some messaging on your business or key points you want people to know. There are wrong and right ways to do this. I advise that by listening intently you will find those opportunities to do it correctly and, more importantly, when it doesn’t sound contrived or rehearsed. You want to appear natural.

8. Dress for success: It’s no doubt that the psychological affects of clothing are pretty powerful. If you’re going to be on television clothing is obviously key (no stripes or crazy patterns, for the most part stay away from white), but why not take that same concept to a phone interview? Let it lift you to the professional place you want to be perceived in and you will come off with that same expertise and confidence. However, always dress comfortably. Television studios include lights and heat. If you’re nervous, you will sweat more which can divert your listening skills and thoughts during the interview. And don’t drink a ton of coffee beforehand. You don’t want to doing “the dance” during your interview.

9. Eat for brain power: I always say that prior to a media interview that you should eat like you’re preparing for the ACT. A good meal with fruits, veggies and almonds (particularly good brain food), foods which will keep you alert and help you think clearly.

10. Make sure you use your time wisely: There is real freedom in a phone interview or having questions emailed to you to answer. However, broadcast media have time constraints of which they must stick to. This means that you can’t go over, you could be canceled and re-booked and you have to be conversational enough to cover the two to three-minute interview. Being prepared will help you transition yourself when the producer tells you that they are running over and now only have two minutes rather than three and half for the interview. It doesn’t seem like much time until you’re in the hot seat. And when it’s over, it’s over. That was your one shot. So, make sure you’ve made the most of it!

Jennifer Fortney, Cascade Communications and SmallBizPRMadeEasy.com

Follow me on Twitter @SmallBizPRXpert

10 Ways to Generate PR for Ongoing Media Coverage

2009-08-06T11:35:00.010-05:00

Today, I'm going to let you in on a little secret that Fortune 500 companies and larger "small" businesses caught on to a long time ago: To grow a successful business you have to continue "branding" it in the minds of your audience. Okay, in layman's terms this means that you need to engage in a steady flow of marketing for the lifetime of your business to ensure ongoing growth and long-term success.

Yes, as a small business owner myself, I clearly recognize that funding an integrated marketing campaign year after year can be a real challenge for a cash-strapped small business, so let's just focus on the many ways you can build an ongoing PR program.

The one thing I continue telling my clients is that they have a real opportunity to leap frog over their competitors by being flexible and creative - you don't have the red tape and paper pushing through various departments to deal with. You can, literally, decide today that you want to hold a promotion in three weeks and make it happen.

To generate ongoing public relations for your business you simply have to keep thinking outside of the box.

First of all, everyone wants a business feature on their organization, but after you get it media aren't going to do it again, for at least five years, unless you grow at lightening speed or sign a serious client.

Here are 10 ways you can generate more PR for your business:

1. HR announcements
2. Business wins/partnerships
3. Sales/promotions
4. New product introductions
5. Expert advice & tips
6. Events
7. Charity tie-ins
8. Office Move - say into a larger facility, bringing jobs
9. Pro bono
10. Recipes/food

There are other things that you can pursue and each industry has its niches. This is just a handful of my top suggestions. For instance, trend stories that you can comment on from either a national or industry perspective - just don't get caught in the clutter of everyone else attempting to do the same thing.

To be successful at achieving ongoing PR you must clearly differentiate yourself from competitors.

At the end of the day, public relations is a credibility builder. The more people see your name or that of your business in the news, the more likely they will view it as a credible resource, and see you as someone they should do business with.

Public relations doesn't stop with the business announcement. Be different, be creative and generate more press to position you positively in your community and industry, and....you will GROW!

Follow me on Twitter @SmallBizPRXpert for daily SMB PR Tips, or become a PR expert for your business by joining www.SmallBizPRMadeEasy.com for inexpensive weekly lessons, templates, tips, advice, expertise, media interviews and more!

GrowSmartBiz Wants Your Story

2009-08-04T10:40:00.003-05:00

Small Business Success Stories Wanted! Winners Attend GrowSmartBiz Conference for FREE!
August 4th, 2009 :: Steven Fisher

Every small business owner has a story, and we want to hear yours! As a small business owner, you put your heart and soul into your work, but that effort often goes largely unnoticed. This is your chance to tell everyone about your company and what you have done to make it a success.

Tell us your story! From August 11 through September 22, Network Solutions will select one small business success story from the entries each week to publish on the GrowSmartBusiness Blog, a site dedicated to furthering small business growth. Additionally, each of the eight winners will receive FREE admission to the GrowSmartBiz Conference – a premier educational and networking event designed to help small business owners successfully grow their enterprises – hosted on September 29, 2009 at the Renaissance Hotel in Washington, D.C.

Read more....

Magazine Sales Decline: Want PR, Subscribe Now

2009-08-04T09:52:00.006-05:00

Everyday someone asks me what the most important element to a successful PR campaign is and everyday I give them the same answer: "Know the media. Understand how they work and what journalists are writing about". It's really quite simple, except that there are so many media outlets out there now. How does one keep up with all of it?

As a publicist the answer is not so easy for me, but it is quite a bit simpler and easier to do for small business. Just select those publications/media you want to be in and read, listen and watch each day, week, month. Sure you can get the latest news online, but it's worth it to subscribe....especially if you want to be in that publication any time in the next few years.

This week's news revealed bad news for the nation's magazines. It is our reality. However, even as circulations decline the demand for my clients and other small businesses to be in those magazines is not ceasing. Everyone believes that if they can only make into "O" that their lives and businesses will become a mad success. And that's why I say "If you want to be in it, buy it!"

Remember that while a magazine is a great way for you to promote your business, others rely on advertising in them, and others....well it puts food on their table. So before you cut subscriptions to your fav mags and those that could be your meal ticket, read this article and think again.

First Half Circ Data Reveals Bad Newsstand Dropoff
Aug 2, 2009
-By Lucia Moses for MediaWeek

Single-copy sales for many magazines tumbled in the first half of 2009, when consumers pinched pennies and delivery snafus kept many stores from getting product.

The Audit Bureau of Circulations’ first-half magazine report isn’t due out until Aug. 31, but filings of publishers’ estimates to the ABC’s Rapid Report paint a grim picture of single-copy sales, roughly a third of the industry’s paid circulation revenue.

Early this year, some publishers suspended deliveries to wholesalers over their demand for higher per-copy delivery fees. One of them, Anderson News, went out of business as a result of the kerfuffle. Read more...

Cascade Growing, New PR Program for Small Business

2009-08-03T15:01:00.008-05:00

I keep saying that small business can be extraordinary in times like this, and you are! You are finding opportunity and we're coming up with new ideas to meet your needs.

In the last month, Cascade Communications has welcomed two new Communications Specialists who we're really excited about having work for us.

This month, we're proving our dedication to your commitment to be successful entrepreneurs and business owners with a new program just for you.

"Boost", is an affordable, customized, one-of-a-kind PR program offering a boost to your small business by generating positive media stories.

This unique program offers small businesses one month of representation, including;

* One press release
* Additional press materials, if necessary for story
* Top 50 media pitching
* Social Media News Release
* Free web distribution
* Forward journalist queries or pitch them directly on your behalf
* Post your release on our website
* Twitter your business to our followers
* Small business consulting
* Act as your professional PR department
* Develop an expert positioning plan you can implement
* Develop a social media campaign you can implement
* Free two-month membership to SmallBizPRMadeEasy.com

All for just $1,200! If you want to give a boost to your business or simply want to give PR a try without a long-term agreement, then join our new program and let us prove to you that PR can and does work!

Contact us today to learn how "Boost" can work for you!

Free Online Resources for Small Business

2009-07-31T09:56:00.004-05:00

Social media is arguably the most powerful communication tool in recent technology. Programs such as Twitter, Facebook, and LinkedIn are “freesources” that enable your business to generate buzz, connect with potential customers, build brand loyalty, listen to real-time feedback, improve customer service and more. The word-of-mouth marketing social media facilitates is free, extremely effective and enables you to connect with your customers in new and dynamic ways.

But which programs are truly free and how does your business use them?

Freesourcing.org is a community based project and the first free (and ad-free) directory providing businesses with a comprehensive catalog of complimentary resources available on the web. Customized to each search term, Freesourcing.org generates a list of free online tools to help drive efficiency and combines user-generated content.

Created by the Founder and Managing Partner of the Freesource Agency, Nathan Egan, plans are in place to expand the website by frequently updating the database with user recommended information and with assistance of the Freesourcing team.

The Freesource Agency
The Freesource Agency is the company that introduced “freesourcing” to the world. A consulting and sales training company led by seasoned technologist and entrepreneur Nathan Egan, the Freesource Agency helps organizations leverage free, web-based Social Media and Web 2.0 platforms. The agency designs and delivers customized on-site and virtual workshops that specifically address each client’s unique sales model and target markets.

Valuable SMB Reading

2009-07-20T12:21:00.002-05:00

Just a collection of some valuable online stories that all small business owners should read. I picked up this collection through Twitter.

Three Reasons Your Business Needs a Blog

Free Apps for Monitoring Your Brand on Social Media

Six Laws of Small Business Advertising

Twitter Tips for Small Business

Why Your Business Needs a Policy and Procedures Manual

Jennifer Fortney, Cascade Communications and SmallBizPRMadeEasy.com

Follow me on Twitter @SmallBizPRXpert

Maverick Advice for Entrepreneurs

2009-07-18T12:43:00.005-05:00

I have to say I actually didn't go out looking for this blog, but while trying to find examples of good CEO blogs for a client I stumbled across Mark Cuban's. I have to say I think this particular post is valuable to entrepreneurs, and you might find even more value if you dig further. Bookmark it!

Success & Motivation – If(Cash In < Cash Out)= You are a Consultant
Jul 8th 2009 8:52AM

Business is a very simple concept. You have to pay your bills. If you have anything left over, you get to smile and spend it as the principals of your business see fit. If you don’t have enough to pay your bills, you either have to raise money to cover the deficit, file bankruptcy and try it again, or go out of business.Simple.

There are no other options. Sure, you can sell, give or throw the business on someone else and make it their problem, but that doesn’t change the math. If(totalcashin
No matter what kind of business you have, you absolutely, positively must have a revenue strategy. No revvie, no survivee.

Read more...

Online Press Room: One Stop Shop for Media

2009-07-18T12:36:00.004-05:00

Last week I talked about the importance of SEO not just for your website but also your press releases (and distributing them online). I will reiterate why this is important – so that people, especially journalists, can find you online! Remember this one thing, which I want to re-enforce, and I’m sure that Chris Nastav, a contributor, will back me up here – People, even media, don’t know they’re looking for you until they find you!

This leads me to the next important element for your PR...your online press room. If you don’t have one on your website, you need to create navigation for it today. An online press room is an essential element for your website for many reasons, but mostly so that when media come to your site they can easily find your business’ latest news and contact information for an interview. Your story isn’t going to necessarily just tell itself with the basic information on your website. Unless you paint it on your homepage, media aren’t going to know that you’ve finalized a merger, introduced a new product and more! Besides, the practice of having an online press room is becoming a mainstream practice and a necessity.

Here are some of the elements to include on your press room:

* All press releases – be sure to archive anything over six months old
* Photos – product shots, CEO/president, interior of retail stores, etc
* Company backgrounder
* CEO/president bio
* Video clips – you can easily make them on your own and post them. It gives broadcast media a chance to see how you speak and get a feel for how you’d perform in an interview
* Product or company fact sheets
* Any media you’ve received
* Contact information – this is the person a journalist should contact about a query. It should be someone who can, without a doubt, get back to the journalist in a very timely manner (you don’t want to miss any opportunity. Finally, you’d be amazed at how many people fail to include contact information on press releases, let alone their online press room

An online press room reflects professionalism, credibility and more importantly an understanding and respect of how media work. There isn’t one major corporation that doesn’t have an online press room in today’s Web-driven environment for news and sources. I suggest looking at some of them to get a feel for how you want to design your press room and what you need to include as it relates to your business and meeting journalists’ needs.

This is just another way of achieving positive PR for your business because some media may go to the press room, get what they need, download approved graphics and photos and run a story or mention without even contacting you. And this is why you need to take time each week to search your business online to see if there are any stories that have run, blog mentions or comments about your business on various boards, like Yelp.com.

Jennifer Fortney, Cascade Communications and SmallBizPRMadeEasy.com

Follow me on Twitter for daily SMB PR Tips @SmallBizPRXpert

How the Internet Can Help Drive PR

2009-07-07T11:06:00.004-05:00

The Internet has done great things for our lives. Seriously, think about waking up tomorrow without it! Not only has it allowed us the opportunity to find news and information, resources and more, it’s given little stores across the world the chance to have customers around the world. We’re no longer tied to doing business in our local regions, but we have the opportunity to expand and grow our businesses in a way that’s never really been available before.

It is also giving small businesses the opportunity to attract the attention of media….that’s if they can find you.

This brings me to the key connection between SEO (search engine optimization) and generating public relations. PR strategy has always focused on the “traditional” with press releases and press kits being sent directly to journalists, follow up calls and emails sent and a proactive approach to results. Today, the Internet is giving journalists a new way to search and find small businesses, new products and companies, experts to use as story sources…but that’s only if they can find you.

Remember: When using the Internet to market your business, most people don’t know they’re looking for you and your business until they find you!

This is why SEO becomes a critical part of the marketing mix for your business, and to further your chances of generating positive PR for your business. It’s not enough to have a great website, you also need to make sure that it is built specifically for search – meaning what would the average person search for, or what terms would they use to find you? The same goes for how you write your press release and distribute it online. Like anything else, if you utilize your key search terms in your press release, the odds improve that a journalist, or new potential partner or vendor, will find you.

Crafting your story for SEO:

* Write your press release
* Write out a list of all the key search terms someone might use to locate your business
* Cut this list down to the Top 10
* Now compare your press release to this list. Where are these search terms? Are they located in the headline, sub headline or lead paragraph? Well, they should be.

This can become tricky though as the lead paragraph of your press release needs to be kept down to three-four to the point sentences. I know…tricky. If it seems impossible, then you might consider writing two kinds of press releases – one for media and one for search. Then make sure all of this is also available in your online press room, which I’ll talk about next week.

This one thing, if done correctly, will open new doors for you on the web. Whether it’s getting the attention of a journalist or finding a new partner in business offering a mutually beneficial relationship. It’s definitely worth giving it a go and seeing what happens. Use some the free release distribution sites, see what kind of return you get and then make changes in future releases.

However, the most important part of your press release, the point of it really, should never be overlooked. It’s about your story….something really, truly newsworthy. It’s not about writing a release every week and spamming it across social media networks and free distribution sites. It’s better to send them out when you really have news or something to share every now and again than each week. If the content is not valuable, after awhile, people will just ignore everything you distribute. It’s called…..crying wolf and when you do have huge news to share no one will be there to listen.

Jennifer Fortney, Cascade Communications and SmallBizPRMadeEasy.com

Follow me on Twitter @SmallBizPRXpert or join our new group on LinkedIn My Source for Stories – where we connect small businesses with the media

Entrepreneur Gives Away $3.74M in Advertising to SMB with Launch of New Site

2009-06-16T14:49:00.002-05:00

Jan Stuart once staged a hunger strike on Wall Street to protest policies that hurt honest businesses; Now he's putting it all on the line to help small businesses struggling in today's economy

New York, NY (June 2009) -- Entrepreneur Jan Stuart has seen the highest highs and the lowest lows of the business world. Recalling how he built a multi-million dollar business, only to see it fail due to the Wall Street Crash of 1987, his newest project - JansDeals.com - is offering $3.74 million in free advertising to small businesses struggling in this economy, as part of his own stimulus package. Currently in launch phase, JansDeals.com is an online community portal that directly connects potential local customers and clients with deals offered by local businesses, in real-time.

"In the late 80s, I felt like I had it all," said Stuart, a Boca Raton, Fla. resident who is in his early 50s, and sometimes travels to New York City for work. "I created a highly successful internationally distributed product line of men's care products. Then the market crashed, and I was wiped out. I know what small businesses are going through today, and it hurts me to see it, because I've been there. Through no fault of their own, the economy's collapsed and they're struggling. So, I started to think, how can I help them?"

The answer was the creation of Jan's Deals, which connects local businesses with customers who seek local deals by simply searching in their zip code. When they sign up and create a listing, businesses list their local deals and discounts and get to edit and change them with instant response. Because Stuart sees the success of small business having a ripple effect across the recovery of local communities, Stuart is waiving the initial subscription fee of $299/year for a three-month period for the first 50,000 small businesses that sign-up, totaling about $3.74 million in free advertising.

The offer can be viewed here: http://www.jansdeals.com/help2009

That kind of deal is incredibly attractive to small businesses looking for a new, more effective, and inexpensive way to target the consumers who are most likely to spend money on them. When one considers that advertising each deal on flyers can cost more than $50 to make and run off copies, and a lot more to do direct mail coupons, only to see them end up in trash cans, taking deals to consumers directly online (and being able to update them multiple times a day) makes sense. Yet, many small businesses aren't doing that.

According to Nielsen, by June of 2008, 220 million+ people have internet access. But, more than half of all small business owners aren't using the internet to market or advertise their business, according to American Express.

That ability to help small businesses bring in more people via online marketing is what inspired Jan Stuart, who once staged a widely-covered hunger strike on Wall Street, to protest the policies that led to the '87 crash that crippled his business.

"If there's one thing I've learned is that you have to put it all on the line, if there's something you believe," said Stuart. "I believe this economy won't recover until we help out the small business owners of America. The last time the economy tanked, I spent my last dollars to rent a Winnebago and go on hunger strike to stand up for what I believed. This time, I'm willing to give up $3.74 million to get small businesses and communities revved up again. But, hey, at least I still get to eat this time."

New Blog Segment - News Links of the Day

2009-06-10T08:25:00.006-05:00

There are so many sites out there offering all kinds of helpful information to me and anyone trying to understand or generate positive public relations for their business. With this in mind, I'm starting a new blog segment of relative news stories and information you should know.

Let me know what you think. In the meantime, I'll try and come up with a better name for this segment of posts and roll it out with a red carpet-type presentation.

NBC launches TheGrio.com, a "video centric news site" aimed at the African American community

Biz owners, be smart, use online wisely or could bring negative PR

Should your business Tweet? Tweeting not for everyone

And of course if you follow me on Twitter, you will see most of these throughout the day. Just thought it might be easier to provide one posting of my so called "food for thought".

If you're not following me on Twitter....you should be! Twitter @SmallBizPRXpert

Why Your Business Needs a Press Kit

2009-06-03T09:27:00.003-05:00

Your press kit is the most important tool you can have to successfully achieve public relations for your business. Why? It tells your story! You wouldn't go to a meeting or new business presentation without a materials to present and discuss, so why would you just pick up the phone and contact media and not expect them to request information?

It is the FIRST tactic I perform for all of my clients!

Developing your press kit is one of the very first things you should do before pursuing media stories. It's purpose is to be an all-inclusive package of information on your business that tells media why they should write a story.

A press kit might include:

1. Press release(s)
2. Owner bio (human interest story)
3. Company backgrounder
4. Product fact sheets
5. Tip sheets for expert positioning
6. Testimonials
7. List of story ideas
8. Product samples (as part of press kit mailing)
9. Product photos
10. Company logo and other valuable graphics

Let me re-iterate the importance of the press kit: I spend most of my time each week pitching media and when I speak to journalists by phone they always ask for an email with information (i.e. press kit materials). When I approach them via email initially I always include one or two pieces from the press kit - usually the most relevant press release and company backgrounder.

Remember that journalists receive hundreds of pieces of mail and email everyday and this is the ONE chance, first-impression you get with media. Since they don't have a great deal of time, you must include valuable information along with a well-crafted story pitch in order to catch the attention of media. If you don't they will either be interested enough to email and ask for information or....worse....they will trash the email altogether, and you miss out.

One last thing to remember is that just because you send out your story idea and materials to media doesn't mean that they're going to drop everything at that very moment to write the story - unless, of course, it is immediately timely. Offering media press kit materials allows them the opportunity to make some notes and put it on file for a future story that they may be considering your business for. Just make sure that your contact information near the top and clearly visible. No contact means no story.

For more information, read this...

Be Prepared for Anything When It Comes to Media Interviews

2009-06-02T11:18:00.002-05:00

You’ve written the press release, pitched media your story and now a journalist wants to interview you. The story could be a feature on you and your business or it could be a trend story a journalist is considering including you in. Either way, much like you would for a job interview, you have to be prepared for anything when it comes to the media interview.

One great example of this is a client of mine Interview Angel founder Brent Peterson. My firm recently secured him an interview opportunity with the Wall Street Journal. The journalist had a job search/interview trend story in mind regarding crazy interview tactics (hoops candidates jump through for a job) that companies take to find the right candidate. She had a specific angle that she wanted Brent to comment on and we pitched his response to her. When she was ready to write the article she interviewed Brent who did discuss the things he’d initially responded with but also gave her another angle that was informational and generous on his behalf.

The angle Brent provided was about candidates volunteering their way to a job, which the journalist closed the article with. What was so generous was that he provided a real life anecdote of someone he hired on a volunteer basis to help create and promote the Interview Angel Sweepstakes. He not only promoted his business in the article but this young man and the sweepstakes all in one of the country’s top newspaper/online outlets. Brent followed his conversation with the journalist carefully and found a unique opportunity for his business.

Did he take a risk by going off topic? Maybe but not before making sure that he covered the specific angle the journalist was working on. All in all it benefited her story and made it that much more interesting for job seekers.

Being prepared to handle anything in an interview means knowing your business, industry and journalist’s story angle inside and out. It really truly is like interviewing for a job. You have to take time to research and prepare before any kind of interview; to be able to speak wisely on your business and industry while communicating key messages, other story angles that might be of interest and know the conversation can go in several directions. Once you’ve met the journalist’s needs you can afford to go off topic. After all, you’re just having a conversation with a journalist and as long as it’s related to the story it can go anywhere.

And practice makes perfect! Print out what you want to say – story angles, key messages – get in front of a mirror and practice, practice, practice. Most importantly, remember to speak in short, valuable soundbites that the journalist can easily use as a quote.

And…you will create media opportunities that will truly benefit your business!

Learn more with our one-of-a-kind DIY PR program SmallBizPRMadeEasy.com

Follow me on Twitter for daily SMB and SMB PR Tips @SmallBizPRXpert

Google giving small businesses local search data

2009-06-01T16:20:00.001-05:00

June 1, 2009 1:19 PM PDT
Google giving small businesses local search data
by Tom Krazit

Google is giving local merchants the ability to access data about how Web surfers arrive at a local listing in Google Maps, in hopes of figuring out why so many people in a particular neighborhood are searching for pizza.

Google lets small businesses create a small Web listing that appears next to queries such as "pizza San Francisco," which pop up in Google Maps with a link to a business's Web site and address information, through a service called Local Business Center. Inside the center, they've been able to do things like verify their address and phone number but Google is now adding search results data to the dashboard within Local Business Center, said Carter Maslan, director of product management for local search.

For example, San Francisco pizza parlors will be able to see the zip codes from which searches originate that wind up at their listing, the keywords that searches are using to find their result, and basic stats about search activity, Maslan said. The idea is to give those businesses a set of metrics from which they can make business decisions about expanding delivery areas, advertising in certain areas, or what people are looking for in a local pizza joint.

Read more...

Join Twitter to Get Unique Daily Tips

2009-06-01T15:34:00.005-05:00

Twitter has become a great resource for business owners and individuals over the last year. For me, personally, I've found that it's a great way to connect with small business owners and offer unique daily PR and marketing tips that will help you in growing your business.

Small Biz PR Tips ONLY offered by Jennifer Fortney
One day as I was sitting looking at Twitter I wondered how I can translate my drive to help educate small businesses through this particular social media. That's why I created "Today's SMB PR Tip" and "Today's SMB Tip". No one else offers anything close to it and many have found them quite useful, especially when I provide links to my blogs or to related stories. This really is a rare opportunity for my clients and those of you who are interested in DIY PR. You aren't going to find the kind of information and opportunities I offer anywhere else on Twitter or the Web. I'm excited to be able to communicate with small to medium-sized business owners across the country and world and encourage you all to KEEP MARKETING FOR SUCCESS!

Twitter Tips Takes Five Minutes a Day
Using Twitter smartly will give you an abundance of information and help you build new relationships in just a few minutes a day. Using it "smartly" means that you follow only those people who are truly of interest to you and provide meaningful information. In just a few minutes a day you can

1. get tips and ideas for your business
2. use the opportunity to ask me questions directly about your PR and marketing efforts (in 140 characters or less, of course!)
3. follow news outlets key to your business' PR success
4. communicate your business in a new way to new people

That's just another reason why you should follow @SmallBizPRXpert today!

See you on Twitter!

Summit Takes a Look at Future of PR, News Media

2009-05-20T10:23:00.003-05:00

If you're interested in knowing how the future of journalism and PR is changing, here is a great piece and synopsis of a pros conference. It impacts small business as much as corporations, but also means that small business has the same opportunities as big business with big marketing budgets. Creativity will go a long way in marketing your business in the future.

Media Relations Summit Finale: PR Pros and Journalists Envision a Brave New Relationship in Web 3.0 Future By David Copithorne, Principal, Aquarius Advisers

Dan Abrams, MSNBC's principal legal analyst, set the tone for the final day of Bulldog Reporter's Media Relations Summit 2009 Tuesday when he told keynote attendees that the rules of the media relations game have changed for good. "These days, every business is a media business," said Abrams, who is also the founder of a new advisory service leveraging a database of 2,500 mainstream- and social-media experts to help businesses navigate the new media environment.

Reporters and editors struggling to feed the web 24-by-7 must collaborate with businesses creating their own media as digital technologies break down the old adversarial relationship between journalists and professional communicators. The result is a brave new world where best practices in PR, marketing and journalism are already being radically redefined, Abrams said.

Walls tumbling down — between old media and new media, journalists and PR people, companies and their customers, and within organizations of all sizes—was a recurring theme voiced by speakers from the ranks of both the media and PR throughout the day.

Read more.....

Follow me on Twitter: @SmallBizPRXpert and if you want to learn DIY PR visit SmallBizPRMadeEasy.com and join my unique program!

Theory Wastes Time, Focus for SMB

2009-05-11T11:35:00.001-05:00

There are so many ways to market your business today, mostly thanks to the Internet. Chris Nastav has made some great points on Small Business Daily about many of these online networking opportunities and, I agree, that many have become quite a fad. One that has some business owners spending hours a day simply managing their social networks and not their business.

I truly believe in face-to-face networking and have been doing it since I started my business nearly eight and half years ago. I was so intensely focused that I would be off to some kind of networking event every day, even spending some days at a breakfast, lunch and happy hour. Then came the social networking sites and everyone and their dog was all over each and every one of them. I was exhausted and took a step away from it all and what I realized was that I was taking the “bowl of spaghetti theory” to networking – this is the complete and total antithesis of what I preach about marketing.

Instead of being targeted with my time and energy by attending events and utilizing social networks that would, well, work for me, I was flinging everything I had in about 10 different directions – much like taking a bowl of spaghetti, throwing it up on the wall and seeing what sticks.

What I was doing was wasting a lot of time. Since then, I’ve knocked myself down to only attending key events with key organizations and knocked my social networking focus down to four top sites. (Seriously, who are these people who have ALL DAY to do this?)

I use the networking approach here because it’s something everyone can understand. You’re in such a hurry to drive business that you aren’t being targeted or probably even all that effective.

Networking is one of the best ways to market your business, but unfortunately so many small businesses take this same approach in their overall marketing. Small business owners think they should be advertising so they do…every where they can but fail to reach their audience and say what they need to say. This carries over to direct mail, direct email, branding, public relations and even utilization of social networks.

Here are some things to ask yourself and discover how effectively you’re marketing and running your business.

* Take a step back – make a list of everything you’re doing to market your business. Now cross off the ones that have not yielded any kind of return whatsoever.
* Define where your customers are – What networking groups/organizations are they part of? What media do they read? Make a list of who your customer is; really define them in every way. It will lead you closer to them.
* Define what it is about your business that customers should be interested in. Make a list and begin to develop brand statements that quickly and concisely communicate to your customers; create interest. These should be used in every marketing element you utilize. In public relations we call them key messages. In networking it’s your elevator pitch.
* How can you position yourself and your business utilizing 30 minutes to one hour a day and two additional hours a week on networking? Remember, you have a business to run and your time is precious.
* Finally, take hold of your marketing opportunities by outlining time each day to commit to creating interest and awareness in your business. Make sure it’s targeted, communicates your business effectively and reaches your target audience.

When you really tighten your target audience you will become much more effective in generating sales and business. Example: If I advertise or get publicity in a health-oriented publication for my (hypothetical) organic food business I’m more likely to increase sales and fast. Makes sense, doesn’t it?

Don’t stretch yourself too thin and get caught up in what you think you should be doing, or what trends seem to saying you should do. Zero in on what works for your business. Put time and energy where your customers are and they will find you. Your business will become successful because you put effort into being focused, targeted, efficient and effective.

KFC Achieves Major PR Score, Misses Mark in Delivery

2009-05-08T08:40:00.011-05:00

For those of you who read my blog(s) regularly you know that I harp on one thing....Are you prepared for PR? Are you fully prepared for what can happen to your business virtually overnight with one major national media story?

This week KFC (part of the Pepsi Co. brands) scored BIG TIME when Oprah announced that KFC was giving her viewers the opportunity to get a free bucket of their new grilled chicken two-piece meal by printing off a coupon from her website.

What I deemed a "brilliant" marketing moment for KFC quickly turned into an ugly nightmare of lines, angry customers, TV crews and bad PR for the company. Every company wants to get the attention of Oprah and she obliged, but your business MUST be ready on all fronts for the attention major PR opportunities like that can have on your business.

Here's where KFC missed the mark, and what you can learn from them:

1. Prepare, prepare, prepare - No one goes to battle without a plan, and I can guarantee that if a Colonel were really running the business the battle plan would have been very clear to all. Preparation isn't just for the corporate office but, in this case, all of your "franchises" and spinoffs. Even vendors, retailers and all business partners need to be fully aware of your marketing plans or when a BIG media story might be coming out.
In fact, you might consider doing a video or conference call, webinar or go around to each major store personally to walk them through the program

2. Communication IS THE KEY - Clearly KFC failed to effectively communicate to its stores around the country what the plan with Oprah was, why the company was doing such a HUGE promotion and, most importantly, the steps each business needed to take to manage crowds, additional publicity in local markets and general customer service.
KFC totally blew it! It was easy to see that local stores were completely overwhelmed and TOTALLY under-prepared.

3. Test before implementation - In my industry there are plenty of agencies out there that come up with "brilliant" ideas and then are surprised that the concept flops when they implement to the public. Terrible! Think about every time that you've seen a major company implement a program and watched it flail and then fail. I learned this a long time ago in the radio business and still believe in the importance of testing....ANYTHING - a promotion, product, marketing campaign, anything and everything should be tested before implementing and turning it lose on the public.

4. If you screw up, admit it - It holds true in relationships and with the public. Customers lose faith fast in companies that fail to communicate with them appropriately. At the worst their perception of your brand goes down and so do your sales, until you can regain their faith. KFC should have immediately delivered a statement to their upset customers across the country yesterday, but I believe that they should have contacted Oprah and apologized for being completely under-prepared. I will tell you one thing, I doubt that she'll work with them again any time in the near future.

5. Finally, the most unfortunate outcome of the KFC situation is, in my belief, going to be the strained relationship between the corporate office and local franchise stores. The company now needs to do some serious damage control on the inside to regain the respect of the store owners who make the company what it is. After this debacle....I highly suggest a paid vacation for all to the Caribbean and small group sit downs with executives where they can share their experience and input. It's a band-aid but it's a start.

Get Small Biz PR Tips on Twitter

2009-05-06T19:14:00.004-05:00

In the last month I've discovered the beauty that is Twitter. I find it is such a great and simple way to communicate with those following me. I really like it because I can get all of my news headlines in one place.

In fact, if you follow me @SmallBizPRXpert then you will get regular tips on understanding and DIY PR. Plus you'll get blog updates. So, get on Twitter follow me, Ashton and Oprah!

Corporate Mishap is Small Business Lesson

2009-04-27T10:39:00.003-05:00

This year has seen employees' ability to negatively effect their employer through Twitter, YouTube, etc. It's important for small businesses to remember that they are not immune from these same things happening, but...

how you deal with it will determine the impact on customer perception.

Here's a good brief read from "Bulldog Reporter", a PR industry publication. Tell me what you would do in a similar situation.

Issue Date: Daily 'Dog - April 21, 2009,
Domino's Crisis Teaches Valuable Twitter Lesson: Major Brands Discovering They Must Respond — and Quickly

Domino's was late but eventually delivered. Amazon.com shut like a book. And CNN focused on the good news. When the three major brands engaged with their Web-savvy fans and critics in separate incidents last week, their responses demonstrated how corporations are still learning how to control their messages — and reputations — in a fast-twitch online world. The mixed track record so far shows that fluency in the evolving language of digital public relations comes easier to some companies than others, the LA Times reports.

Last week, Domino's was handed a PR nightmare when a video showed up online showing two employees laughing as they prepared food in a deliberately unsanitary way. The video quickly garnered hundreds of thousands of views. Domino's initial instinct was to try to dispose of the situation quietly by responding only to concerned consumers who had already seen the video, rather than risk broadening its exposure by making a public statement. But chatter about the problem spilled over into Twitter, whose expansive micro-messaging network is becoming an online circulatory system for news, pumping information between media organs, consumers and businesses themselves, report Times writers David Sarno and Alana Semuels.

The company posted a YouTube response of its own and even established a Twitter account to answer direct questions from customers. "What we've learned is if something happens in this medium, it's going to automatically jump to the next," Domino's spokesman Tim McIntyre told the Times. "So we might as well talk to everybody at the same time."

At CNN, as Ashton Kutcher edged out the cable TV network last week to become the first to attract 1 million followers to his Twitter account, an odd quirk of the much-hyped race was overshadowed: CNN hadn't actually owned its account until a few days earlier. For more than two years, the CNNBrk account (for breaking news) had been created, maintained and run by a 25-year-old British Web developer who just wanted a way to beam short news alerts to his cellphone.

But when CNN found out that James Cox had appropriated its name and content, it took a direction that might seem a bit surprising for a major media company. Instead of suing Cox or trying to shut down the account, CNN quietly hired him to run it — and then acquired it last week when Cox was visiting the company's Atlanta headquarters.

"We've been managing the feed through him," said KC Estenson, the head of CNN's online operation, noting the huge increase in the number of Twitter followers since the November election. "As Twitter took off and became more prominent, we decided it was time to take our engagement and make it a marriage," Estenson told the Times.

When Amazon was faced with its own consumer outcry last week, it decided to forgo the social media route. Without warning, many gay- and lesbian-themed books began disappearing from the site's search results and sales rankings. The Twittersphere instantly saw red, accusing the company of discrimination and censorship and demanding a response. But Amazon stayed mostly mum. It waited most of a day only to cite an unspecified "glitch," and when that vagueness only fomented the outrage, it released a second clipped statement blaming a "cataloging error."

But Twitter abhors a vacuum, and commenters rapidly filled Amazon's silence with boycott threats, petitions and caustic accusations — an outcome that suggests that the growth of social media may be driving up the cost of inaction.

Yet engaging with consumers can be dangerous too. Skittles learned that last month when it invited users to post Twitter-like comments on a page that prominently displayed its logo. Among the positive comments were a variety of colorful ones as well. By giving users the freedom to post their own messages alongside its advertising, Skittles had opened itself up to a kind of online vandalism that seems hard to get away from.

"There's a mob mentality to social tools where people quickly try to put fuel on the fire, really encouraging brand damage and damage to individuals," Jeremiah Owyang, a senior analyst at Forrester Research, told the Times. Every brand misstep can spur social-media denizens these days, he said, which affects even those companies that don't actively participate.

To stay safe in the social media minefield, he said, brands need to make sure to secure their own domain names in the various online environments — before any squatters do — and then start to build a community there. Then, when a crisis happens, online or off, brands can then use that community to their advantage.

http://www.youtube.com/watch?v=7l6AJ49xNSQ

Build Community, Sustainable Brand

2009-04-22T10:01:00.004-05:00

Without surprise the majority of small businesses being launched today are Internet-based, meaning that their primary focus is selling their product online. Now that doesn't mean that retail no longer has meaning to customers, because it does. Women, in general, will never tire of taking a stroll through their favorite shopping area and sifting through the latest products. In fact, you really need to focus on both, if your business model/product is applicable.

The real opportunity with the Internet is a company's ability to connect with their customers, to build a unique community specifically for them. Trust me....if you're customers feel connected to your business, special they will return and more importantly they will provide word-of-mouth to friends and family.

Moreover, your website and building a community for customers gives you an opportunity to communicate with them directly answering questions, giving advice, pimping your own new products and services, as well as accomplishments. All of this re-establishes, in the customer's mind, why they've aligned themselves with your business.

Here's a great article from Chief Marketer on the importance of creating an online community for your small business, and how to build it so that they will come.

Building Your Brand by Creating Community
Apr 14, 2009 12:19 PM, By Ryan Buchanan

What are the most important goals when building your brand online? No matter the product, service or industry, those goals likely include:

1. Starting a relationship with your customers that can't be duplicated by the competition, encouraging loyalty and providing value.
2. Maximizing customer interaction time with your brand, as well as building mindshare and influence.
3. Building an e-mail list for targeted follow-up and communication.

Now, what's the best way to kill these three birds with one rock-solid project?

One popular and effective method is building an online community for your brand, letting your customers lead the way from a touch point that they control.

Read More...

Twitter Away to Build Your Brand

2009-04-21T21:48:00.004-05:00

Great read on Chief Marketer for every business owner that wants to master cutting-edge marketing opportunities.

To Tweet or Not to Tweet? How Twitter Can Further Your Brand
Apr 21, 2009 3:15 PM, By Jonathan Paisner and Bill Westcott

Twitter has spawned a powerful social information and communication medium. This has impacted how news is gathered, how organizations get the word out and how buzz is created. And with Twitter's explosive growth brands are jumping into the game—thousands, actually, according to twibs.com (a business directory that aims to be the Yellow Pages of Twitter).

So just how does a brand use Twitter to further its aims? A few recent anecdotes can help demonstrate how companies need to think about Twitter and its impact on their brands.

Pushing the Brands
Brands ranging from ESPN to Starbucks to Dell are supporting active accounts boasting tens of thousands of followers. Whole Foods has over 300,000 followers, enabling them to communicate instantly with their most avid customers, essentially providing an open discussion forum around the Whole Foods lifestyle, with recipes, promotions, tips, etc.

Read more

Think Outside The Box For Marketing Success

2009-04-21T21:33:00.002-05:00

People often ask me what my number one tip for small businesses is and that is:

DIFFERENTIATE your company in every way

Some of you might ask "why? Things are going well for me right now. If it ain't broke...." Well, my answer to that is the same as the one many of the experts on Small Business Daily will offer: if you don't work to differentiate your business it will stall. You will stop growing and your marketing programs will become stale. Eventually, you will be out of business.

It's a harsh truth and while I'll leave the business planning aspects to Clayton and Michael, I do want to discuss what happens to your marketing if you don't differentiate: Nothing, zip, nada. You might as well throw money down the toilet.

Marketing your business is the most crucial element to business success and one that requires endurance and stamina. If you don't realize that right up front you aren't going to get anywhere because, well, it takes a llllloooonnnngggg time to build brand recognition with customers and the industry.

The power of differentiating your business from competitors, creating new trends and becoming an industry leader is that it gives you stories to tell, whether that's with public relations, advertising or social media. If you're like everyone else why does it matter where customers go? Eventually they'll waste a lot of time, money and energy finding what business is trustworthy and beneficial on their own, but by communicating your unique offerings upfront you can cut to the chase for them....straight in your door.

Remember: What you say about your business is as important as where you say it

Think about it this way, a journalist is not interested in writing the same story over and over again. They want new angles, new trends and new innovative businesses. So, if you want to generate PR for your business you have to make sure you have a fresh, new story to tell.

I say it over and over, but the beauty of small businesses it their ability to be flexible, creative and innovative. You can't stop with one version of your product. You have to keep adding to it, making it stronger, better. Customers are looking, especially right now, for the biggest bang for their buck. You need to continue thinking ahead to expansion - new product development, business relationships/partnerships and increased marketing.

To make your business grow:

1. review your business model and differentiate against competitors, meet the standards of technology people expect
2. you have to communicate what you're doing,
3. make it relevant
4. grow product and service offerings
5. be dilligent
6. always be thinking ahead of your competition and industry
7. work everyday to meet and predict the needs of customers

There's a reason why companies that bank on a single product idea eventually fail. The company stops being relevant when they fail to grow and differentiate. See business development and marketing go hand-in-hand in helping entrepreneurs like you achieve success.

I want to hear from you: What are you doing to differentiate your business? What unique ideas have you created to stand out in the crowd?

Jennifer Fortney, Cascade Communications and SmallBizPRMadeEasy.com; Twitter @SmallBizPRXpert

Why PR Will Help Your Biz Thrive in a Recession

2009-04-13T12:16:00.005-05:00

Sales & Marketing April 10, 2009, 1:09PM EST

Why PR Is the Prescription
The right story told at the right time can bring valuable attention to your business, even during a downturn By Steve McKee

Times are tough. It can be difficult to keep your focus on driving the top line when the bottom line is bleeding red. A lot of us can identify with John Krafcik, acting president and CEO of Hyundai Motor America, when he says, "Flat is the new up."

Still, you know you can't put your marketing program entirely on hold. You need to do something to attract new customers (and give existing customers more reasons to stay). It may be sacrilege for an ad guy to say so, but I recommend a healthy dose of PR. Yep, PR.

There are a couple of trends that, while causing headaches for journalists, can work in your favor: Properly understood, they can help you generate attention for your business.....

Read more

Make a Good Interview and Drive More Media

2009-04-13T11:43:00.003-05:00

So, you want to get PR for your business or organization but are you prepared to be a “good interview”? It’s not enough to secure opportunities with media to drive business, you also have to be prepared to do a good interview; one that can lead to additional stories.

For me, there’s nothing better than securing a media interview opportunity for my clients, but the role they play in that story comes down to how they interview. I can only do so much to prepare them and keep the nerves down. Sure, you know your stuff inside and out but the second you put a microphone in their face they become nervous. Their thoughts may not be as clear and they sometimes fail to actually answer the question they’re being asked. That’s where preparation comes into play.

There are a number of things to consider before being interviewed, such as never wear white or busy patterns on TV and thoroughly understanding the topic in which you’re being interviewed (remember: journalists don’t write the same story but are looking for unique angles and they look to you to offer more specifically on that angle). What business owners often fail to do is prepare, and let me tell you that practice DOES make perfect.

Here are some tips to make practicing easy, everyday, successful and to build confidence:

* Know the audience you’re speaking to. A journalist is just a catalyst to deliver information to their readers, viewers or listeners. Understanding who they are will help you determine how to respond to the journalist’s query. Think industry vs consumer.
* Stay focused on the topic. Trying to get too many of your key messages in can increase the chances of your quotes being edited, or even edited out, by the journalist to keep focus on the story angle. The more you offer them, the bigger the presence you will have in the story.
* Why should the audience listen to you? What makes you a expert? How are you going to communicate your expertise?
* Craft your messages. Really think about the five specific things you want to be sure to communicate to the audience about the industry or your business and product. Write them out and refer to them during the interview, or memorize for broadcast.
* Learn to segue. Sure journalists are going to ask questions to lead you in the direction they want to go, but paying attention during the interview can provide opportunities to segue into the messages you really want to deliver.
* Be flexible. Be prepared for journalists to ask all kinds of questions. If you really are an expert then it should be easy for you to be flexible and react positively.
* Be helpful. Make sure that what you are offering is truly helpful information for the journalist and the audience.
* Speak in soundbites. Don’t manipulate the entire conversation by going on and on. Get to the point quick and think in soundbites (brief and informational statements). This also gives the interviewer the opportunity to ask you more questions. You don’t want to dominate the interview.
* Speak clearly, firmly and with confidence to establish credibility. There are two things that make for a potentially poor interview performance, 1. speaking fast and quietly or 2. not speaking enough. Prove you’re a good interview by speaking at a reasonable volume and pace. Finally, don’t rely on the journalist to pull the information out of you. They are interviewing you because you’ve provided them confidence in your capabilities to offer a good story. This is not the time to be shy.
* Practice, practice, practice. Use a mirror or ask someone you trust to run through a series of practice interviews with you. This ensures that you know exactly what you want to say, that you’re thinking and speaking in soundbites and delivering helpful information to audiences about the subject, your business and/or product.

Do all of this and you will build confidence for media interviews of all kinds. There’s nothing worse than letting your nerves get the best of you and walking away feeling as if you failed to communicate the messages you want to get out about your business.

A final tips: if you’re embarking on a PR campaign, go after smaller media first. Not only are you more likely to get an interview or mention but you can use it as practice to prepare for opportunities with larger even national media. Record your interview, if possible, and listen to it after to make a list of key learnings and things to work on to become even better.

For more tips on DIY PR visit Small Biz PR Made Easy and get weekly lessons that will make you an expert for your business!!

Small Business Tips and Radio Show All Must Hear

2009-04-09T16:22:00.002-05:00

It's been a busy week for us at Cascade Communications. On top of managing our client work we found time to take part in a radio show that every small business should listen to on BlogTalkRadio - Strategic Growth Concepts and how PR can grow your business. Plus, our pal at The Toilet Paper Entrepreneur included us in over 100 tips for small businesses. These are both worth checking out!

BlogTalkRadio - Using PR to Grow Your Business

The show runs about 90 minutes, but I promise it's totally worth it. I was joined by two other extraordinary women on this panel.

Toilet Paper Entrepreneur - 115 Marketing Strategies for Small Business Jennifer Fortney is mentioned as #49. There's so much good stuff here, you can't afford not to read it!

For more information, remember to visit Small Business Daily for more advice and tips for small businesses!

Media Have a Sense of Humor Too

2009-03-30T15:13:00.001-05:00

I had to share this link, which received nation-wide exposure today on MSN. It is (my) Chicago’s Very Own WGN-TV Noons at Nine, also available on the Superstation. Here we see what news anchors really do during the commercial break!

Hopefully, this will remind you that media have a sense of humor too and that we shouldn’t take the pursuit of achieving positive public relations too seriously ourselves.

The real question is how long have they been working on this routine?

Happy Monday!!

http://www.youtube.com/watch?v=S7ehlw_phys

What The Prez's Proposals Mean to Small Biz

2009-03-24T20:01:00.004-05:00

It's interesting, I get the same questions from just about everyone these days, one I'm sure you're familiar with: "How's business? Has the economy had an impact?" Oddly enough, the answer to that question is no.

A few months ago I was speaking to a small, quickly growing biz client who sent me an email saying "I'm beginning to think this recession thing is a joke. We're busier than we've ever been."

My initial thoughts were simply that the larger corporate and financial issues that we've been reading and hearing so much about have affected consumer confidence which made the market fall. It's like a snowball effect of behavioral economics which in the end we all feel and it goes on and on and.....

Remember that small business success, flexibility and determination will always pull an economy up. We may be small but we are mighty in numbers. Moreover, (I say this over and over again) it's times like this when small businesses can leap frog over competitors and you all know it's possible. The advent of the Internet has made it even that much easier.

I'm interested to hear from you about your feelings on the economy, how you feel it's affected you and what you think about the President's proposals (which mind you have already begun to drive the market back up).

Send me your comments!

Point in Case for Crisis Planning

2009-03-18T10:48:00.004-05:00

It’s SO SAD but a chance for me to reiterate why you need to plan for a crisis.

It took her almost a year to replace her beloved Sophie. When Oprah was finally ready she went to a highly respected no-kill organization in Chicago called PAWS, where she adopted two adorable blonde cocker spaniel puppies. Sadly, just days after sharing her exciting news with the world, one of the precious pups died from a virus.

Can you imagine? First the heartbreak but then being the organization receiving national, even international, press regarding the adoption and now this sad news. This could be devastating for PAWS’ public perception and positioning as a credible expert in caring for animals and adopting healthy ones out. How the organization deals with this situation (heartbreaking for everyone) will determine how they come out the other side. Yesterday they put out a statement for a Chicago Tribune article. It’s general and one I’m sure will be distributed to cover many media inquiries, but it’s something and it’s proactive and covers everything I mentioned Monday. I will be interested to see what they do next and if they will continue to be proactive in their approach.

So, case in point from my post this week on planning for a crisis. It can happen anytime to anyone and in any way. While I feel many people will have great sympathy for everyone involved, it’s still not the kind of PR you hope for when Oprah, media mogul and most recognized woman in the world, is supporting your organization. I’m sure there will be no hard feelings, but then again it’s a unique situation. You and your business/organization cannot hope to be so lucky.

Get crackin’ on that crisis plan!

Preparing for a Crisis Can Save Your Business

2009-03-16T12:06:00.003-05:00

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.

Take a minute to sit down and list what those worst case scenarios are for your business. If you’re a doctor it could be a misdiagnosis, dentist patient has an allergic reaction, restaurant - food poisoning, employee theft, toy store - child swallows something, a law suit, and so on. Really the worst is someone’s death due to any ignorance on the part of your company or employees. After defining every single possible scenario, sit down and determine what your crisis communications plan is going to be.

A crisis communications plan is an outline of the steps you and your business are going to take to:

a). communicate with the public about what happened - remember this one thing, the first 24 hours are the most crucial and the time to get out your message in reply. The longer you wait to communicate to the public the more the story will spin out of control. Get the facts out and make sure that the company’s owner (you) is the only one delivering the message. Think Exxon Valdez. The CEO took more than a week to speak to the media about the tragedy. The sooner you start talking, the less damage done and the better chance you have of repairing your reputation/brand/company image. Plus, the media will be more willing to work with you. Otherwise, speculation will take hold, the story will keep appearing in the news and you will lose the public’s trust, and customers. So, how are you going to respond? Write out messages for every potential scenario and put together tactics to be implemented by each.

b). what you’re going to do to regain the public’s trust - what steps are you going to take to show the public that you are “taking action” to prevent a future situation from occurring. It’s important to map these out in detail and communicate them to the public/media. Make a list for every scenario of what you can do to prevent this from happening again the future; any steps and measures on the part of the company and its employees. Remember you actually have to implement these steps, not just say you are.

c). train your staff on your company’s crisis protocol - this is two fold because it gives you an opportunity to remind employees the role they play and how one misstep can affect your business, and you lay out the guidelines for what comes out of their mouths about a situation. Really, they shouldn’t be commenting on the situation at all. What you should do is provide them with what to say about the situation if asked by media or even family and friends. What your employees say and how they react is a form of PR whether it’s positive or negative. In a crisis situation you need to be sure to keep a lid on things and control the messages. Plus, your employees feel more vested in the business when you keep them fully in-the-loop.

Now, if you think you don’t need a crisis communications plan, think again. I can only think of maybe two or three industries that don’t need one. A plan helps make you aware of the possible negative impact your business can have on someone’s life, as well as your employees (if your business goes under because you failed to handle a crisis situation appropriately, your employees will be out of work).

Even if you never use it, you can take comfort in knowing that you are thoroughly prepared for any and every situation that may face your business. My hope is that you never ever have to use it.

Jennifer Fortney Launches SmallBizPRMadeEasy.com

2009-03-15T12:39:00.006-05:00

For years experts have poured their expertise into books and most recently e-books for small business owners looking to DIY PR. SmallBizPRMadeEasy.com offers a new approach to those 200+ page books, which become overwhelming and cumbersome for individuals. The new, first-of-its-kind website provides members an affordable alternative of weekly, easy to follow lessons that, in the end, will make them PR experts and grow their business.

“All it really takes is one targeted media story to grow your business”, said Jennifer Fortney, Publisher of Small Biz PR Made Easy. “Public relations is one of the most affordable marketing tactics that small businesses can engage in when economic times are tough. It’s during times like this when a small business can leap frog over competitors.” She adds that unfortunately most people don’t understand what PR is or how it works, so ultimately they give it up altogether.

Small Biz PR Made Easy takes members from PR 101 through 620 in 52 weeks. Each weekly lesson is very easy to understand, providing assignments that slowly get individuals into the process of thinking like a journalist and educating them on the strategies of PR and how it fits in with the rest of their marketing. “It’s not about bombarding journalists but learning to work with them that will make you successful.”

Fortney, a 15-year marketing veteran and President of the nine-year old Chicago-based boutique public relations firm Cascade Communications specializing in small businesses, says that few in the industry are willing to offer the kind of full disclosure on public relations that SmallBizPRMadeEasy.com does because they’re more concerned about obtaining paying clients.

“I totally get it! Things are rough on everyone right now and businesses that once could afford my services as a private client are looking for ways to save, yet grow. I created this site and each lesson to show small businesses that they can conduct PR and grow business with the guidance of an angel on their shoulder.”

The 52-week, $37 a month subscription-based program offers members everything from a brief history on public relations to writing a press release, Fortney’s personal approach to developing relationships with media, how to think like a journalist, how to pitch your story so it gets traction and how to achieve ongoing, long-term PR through a variety of strategies.

Fortney says the program is one-of-a-kind in every way and that she also plans to offer members exclusive interviews with media, clients and other small business experts, giving them the opportunity to ask their own questions and more. “The entire feel is different than anything out there and no one can replicate the information or the passion I have.”

“I am a small business owner and on top of it I’m a journalist and publicist who has achieved major media placements for Fortune 500 clients and entrepreneurs,” says Fortney. “I am committed to helping businesses experience real growth through DIY PR. SmallBizPRMadeEasy.com allows me to educate business owners affordably and show them what PR can really do for their business even in times like we’re in now.”

What makes SmallBizPRMadeEasy.com unique is Fortney’s passion for small business and willingness to offer subscribers everything they need to use PR to grow their business. And she’s seen it done time and again. “PR is the most effective ways to market a business and promote growth by building credibility with media and customers. I’ve seen its power for small businesses first hand.”

Not only does Fortney offer every ounce of her knowledge and expertise through SmallBizPRMadeEasy.com but also templates she uses herself, customized media planning, media and interview training, inexpensive ways to deliver news and real stories, tips and advice to excite small business owners.

She also adds that she has established a special Premier Press Club for those members who need a little extra hand holding while building their PR campaign. “SmallBizPRMadeEasy.com is such a unique program between the knowledge sharing, price and members-only consulting program,” said Fortney. “Maybe you can’t afford a professional right now, but that doesn’t mean a professional can’t guide you to success. More importantly no small business can afford to not actively promote itself during these times.”

Free Press Release Webinar

2009-03-09T14:15:00.001-05:00

For all of you who find that your press releases are getting you no where, either because it sounds more like sales copy or you just can’t figure out how to put your story together, this is a great opportunity to get some advice:

“Happy News Release Resolutions,”by Business Wire

Wednesday, March 11, 2009 at 1 p.m. EST.

Register: https://www1.gotomeeting.com/register/518472577

I look forward to hearing what you get out of it. This is a rare opportunity so take advantage of it.

Be well,

Jennifer Fortney, Cascade Communications

Publisher, SmallBizPRMadeEasy.com

Why PR Works In a Recession

2009-01-28T16:25:00.002-06:00

People are always asking me for my advice on marketing and create a thriving business during a recession. (Remember that this is one of those times where small and medium-sized businesses can leap frog over competitors. This is very exciting!!!) Now, there are answers here that depend on the type of business you own, but one of the most affordable and effective marketing elements is PR.

Committing to conducting an ongoing public relations campaign for your business takes time and patience, but it can really be worth it once you are able to get media coverage for your business, event, service, etc. The best part is that it costs you virtually nothing, in fact it only costs you some of your time.

However, you need to have a story to tell to generate public relations. Answer these questions and it will help you develop your story:

1. What differentiates you from your competitors? Better pricing, a new product/service, a unique business practice, something that is trendy (money saving, green...)

2. Why should people care about your business? What do you bring to customer's lives and lifestyles that makes it much better?

3. Will holding an event generate media? Why? What will you do to make it different?

4. What do you have to offer media? Qualified expert in industry?

That's a start. Use these to figure out what your story is and how PR can work for you this year.

Let me know what how it goes!

Why PR Works For Small Business

2009-01-03T18:26:00.005-06:00

Happy New Year! There has been a lot on the plate of Cascade Communications the last few months. More to come....but on to my post.

I am often asked the question "why should we go with PR?" The answers are quite simple:

1. Public relations is an 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 with one local or national story!

In 2009, and with this economy, PR is a serious marketing element to consider for your business. Why? I already said it - it's the most affordable marketing tool you can use to grow your business.

It's TRUE! Most people don't really understand how PR works because it is so different from advertising, direct mail, sponsorship and others where you actually see a physical return on your investment. PR requires patience and a good professional who knows how to craft your story in a way that will attract the attention of media.

As I mentioned, I have seen clients go from $100k in annual revenues to a million in two years just with PR. More importantly, you can spend about $1,000 a month hiring a professional vs. $2,500 advertising in one publication! That's a HUGE savings!

The other alternative is learning to do PR on your own. The challenge is that it can take time and energy that most business owners don't have. I will soon have a program that will help you garner positive PR on your own, but until then it's important to understand why PR can be difficult to accomplish on your own....

The number one reason: PR is a journalism-based industry. It takes an understanding of news and how to write your story to generate a solid PR program for your business.

If you're looking for immediate PR assistance but you're worried about spending money, I invite you to visit Cascade Communications home site for details on our new, affordable consulting services, a great option for one-on-one contact with me. I'll help you understand PR and assist in helping you write your story, plus I'll forward any leads I get from journalists that are specific to your business.

This year, don't be scared of the economy (there is a thing called behavioral economics, which can appear to make it worse than it really is). Instead, make this the year that you embark on generating PR for your business. After all, economic times like this are when small businesses thrive, and even leap frog over competitors. You can't afford to miss any opportunity!

Here's to a new year full of abundance and success!

Economy Gotcha Down? Why You Need To Make A Marketing Push Now

2008-10-29T11:30:00.002-05:00

Right now you, along with just about everyone else, is afraid to spend money. The current uncertainty and "dooms day" reports by media about an impending recession have got people scared to do much of anything but cut back on everything. I get it! I do! Even I have cut back my spending on non-essentials, but not on marketing and growing my business.

Over the years, I've fallen victim to budget cuts and slow economies resulting in a "pink" slip (once after returning from a fun and restfull vacation - what a bubble buster). This is because when things slow down businesses look at the first things they "think" they can cut, and that typically becomes marketing.

But I have to tell you that NOW is the time to boost your marketing efforts. How are you going to make business better when you all but terminate communications to customers? I've never quite understood this rationale.

Think about it this way - right now you have a unique opportunity to build customer loyalty by being a business that really cares and wants to make life easier for customers. Trust me, what you do today, during tough economic times will be remembered by customers and create a long-term relationship that will only grow your business. There are ways to do this affordably but still get your point across. What you need now more than ever is pure determination.

Here are some tips for promoting your business and building loyalty during economic down times:

Couponing - show you care by offering discounts at your store/business. Everyone is looking for a bargain right now

Regular, ongoing discounts - this can come in the shape of a customer loyalty or membership program where anyone who signs up receives a regular discount every time they make a purchase. OR you can run a long-term promotion open to any and all customers, supported by store/window signage, advertising, etc.

Incentives and trials - maybe as part of your sales promotion you offer a free gift or service. This will not only bring people in to try your store/product/business, but people love free stuff and they often will want to let others in on their "big find".

Other freebies - complimentary services including consulting. Anything that is a "bonus" offering. This is the time when you will need to go above and beyond for others. Call it "The Secret", "the universe at work" or what you will, but I'm a big believer that when you go above and beyond the call of duty for others that it will come back to you.

GET OUT THERE! Now is not the time to sit behind your desk or counter all day. You are the best marketing tool your business has so get out there and tell people about your business. One client of mine does a particularly great job at this. She went to Kinko's and had business card-sized coupon cards made and she hands them out to everyone she meets. Believe or not, she has gotten a pretty decent return on an idea that cost her about $25. Mostly because she is really determined to build one-on-one relationships with everyone she meets and turn them into customers.

No matter how you decide to connect with customers right now the key is communicating it. That means you will still need to advertise, but maybe you cut back on the number of outlets and pick only one, three or four that directly target your customer. It's also a good time to pursue an affordable element like PR as media are looking for all kinds of information to provide readers on how to save money, especially with the holidays coming up.

The reality is that most of your customers are going to start flinching a little bit when they have to pay full price. What you have to do is show them you get it by giving them more for their money, or be willing to offer discounts to drive sales. Many of you might not be willing to reduce your prices but wouldn't you rather get the sale and make a little bit less than not get the sale at all?

Marketing Your Business Takes Patience, Perseverance and Persistance

2008-10-21T10:07:00.007-05:00

After a long day of simply running your business it can be difficult to sit down and make time to focus on marketing. Even I sometimes stop at the end of the day and think "do I have to?". And you do if you want to maintain the business you have and continue to reach new customers.

Building a brand and marketing your business is a long-term, ongoing process that doesn't stop after the first ad, sales promotion or media story.

Actively marketing your business requires patience, perseverance and persistance. It is the number one way to ensure your success and make your dreams of running a thriving business come to fruition. However, it is a stumbling ground for most who are full of ideas but never seem to get around to implementing them. That's why you need to put them on paper and prioritize your marketing goals.

Here are some of the marketing priorities that should be on your list:

Brand Identity - logo creation: Does your logo/brand represent your business the way you want people to perceive it? Building a brand identity you're happy with is crucial because it is how customers will "see" you; identify with your company. It must have longevity. You can't afford to brand a logo only to change it and start all over again.

Website - In today's world, your website is the first step customers will take in the buying cycle - research. It is in many ways the first impression they will recieve on your business so you have to make sure it's up to snuff. Chris Nastav, KC Web Specialists, has provided plenty of great tips for your website here. Review them, learn them and use them.

Key messages - what are the 10 key messages you want to be sure to communicate about your business in every marketing element? In your elevator pitch?

Marketing Tactics - outline how you plan to communicate to your audience(s) about your business. Is it through advertising (what kind, where and when), using PR (what's your story), direct mail or email, sales and/or cross promotions, sponsorships, etc?

You wouldn't construct a building without a blue print so why would you build your business without a business and marketing plan? Putting your marketing ideas on paper, making them real, will help you see the game plan or vision for your business. It will also, most importantly, keep you on task with what you need to do and when. Don't stress about marketing your business. Create a plan and a timeline of implementation that you review weekly. It will give you direction and much needed peace of mind.

Jennifer Fortney, Cascade Communications, www.cascadecomms.com

It's a Bloggers World

2008-09-22T20:37:00.006-05:00

In recent years blogging has not only become a well-known term, but an everyday resource for news and information. There are blogs on just about every topic available to anyone interested in anything, run by "amateur journalists" who are positioning themselves as key tastemakers in the market. Even I admit to reading certain blogs relative to media news and personal interest on a weekly, or daily, basis.

So what do blogs mean to you? Well, I've discussed the importance of embracing non-traditional media, and this is a reason why. These ordinary, everyday individuals could be a key factor in communicating directly to your audience; they are committed to distributing news and information to their audiences and that includes your business.

The hardest part is breaking through to this group of burgeoning thought leaders. With the growing influence of "mommy bloggers", for example, it is becoming more difficult to achieve pure PR on their blogs. They understand their position and prefer, for the most part, to seek your advertising dollars. And for the most part if your business fits in a category like this, it is more than worth your time to consider it. Other bloggers are more interested in content, but the real key is this: You must understand the blog, it's content and what the goal of the blogger is.

"Small Business Daily" , a blog I recently started with several other small business experts, is dedicated to providing tips and real information to entrepreneurs and small business owners. We're not looking for editorial or PR pitches, but to share our knowledge. I can't tell you how many PR pitches we get in a week. These people simply don't take the time to understand the blog and it's purpose, which is stated clearly at the top of the page.

Take some time to research the blogs that are relevant to your business and subscribe to them. Become familiar with them and determine how you might be able to pitch a story to them that they would be interested in. One, more importantly, that their readers will be interested in.

Finaly, consider starting your own blog, if relative to your business. BUT you have to commit to posting at least three times a week. Now, even I get behind.... but having a blog can boost the search engine optimization of your website and reinforce how your customers perceive you and your business, as well as enhancing the perception of potential customers.

Cascade Communications Launches New Small Biz Blog With Experts - Small Business Daily

2008-09-09T12:59:00.005-05:00

Where have I been? The Cascade Effect has been making an effect of it's own. Over the last month, I've been busy achieving great PR for clients, of course, and launching a new blog for small businesses called "Small Business Daily", and it's really taking off. As far as we can tell, it is the only blog of it's kind offering real advice for business owners.

To date we've had a huge number of readers interested in learning more about public relations, branding, business planning and management, strategy, effective and affordable websites and so much more! I invite you to check it out, today!

How did this all come about? Well, over the last nine months kismet stepped in and I began either meeting or being introduced to some fantastic people, who, like me, all specialize in small business. And there's one thing we all share - Passion. Passion for your business and to help you become a successful business owner. So, one day I rallied the troops with an idea that became "Small Business Daily". Everyone is a top expert in their field, all specialize in small business, and some have a very, unique approach to coaching and success.

Stop by, read often and grow your business!!

The Importance of a "Marketing State of Mind"

2008-08-03T17:55:00.002-05:00

Not everyone has the "marketing gift". Meaning that marketing - understanding it - doesn't come easily to everyone, but it is one of the most important things you can do for yourself and your business.

How do you exactly develop a "marketing state of mind"? First you have to look at the obvious things about your business - where are you communicating, to whom are communicating and how? Understanding this is the first step. Then you need to put yourself in your potential customer's shoes and evaluate your messages and methods of communication.

Sometimes, the most obvious things are the one's that seem the most confounding. For instance, like making sure the sign on your office building is large and more importantly, clear and easy to read. Banners are another aspect and must always be put up where traffic is most likely to see it.

Understanding the different aspects of marketing, how they work, and how they can be most affective is another crucial step to getting the right frame of mind. Buy books, ask experts for their advice or to teach you how things work. Do whatever you need to in order to better understand marketing. Until then you might just be wasting your valuable money on tactics that aren't reaching your customers.

Once you've embraced the several elements of the marketing mix you can begin to determine what avenues of communication and promotion are right for your business - and that also means determining what you can afford to do and do well for a period of time.

Remember that marketing is a long-term process. It takes time for people to remember who you are, become acquainted with your business and build a relationship with you. One that will result in either them becoming your customer or them referring you to someone who is need of your product or service.

The most important thing to remember is this: If I was my customer how would you reach me?

Utilizing Social Media Like The Big Boys Do

2008-06-22T13:01:00.006-05:00

While public relations is still a mainstay for achieving valuable third-party endorsements, there is no doubt that learning to utilize the Internet can take your brand building efforts further.

I am a religious subscriber to only a few solid marketing sites, where my contemporaries share their thoughts and experience on marketing and branding in a 2.0 world. iMedia Connection is a great resource even for small businesses to learn about branding, why it's important to making your business successful and how you can take ideas from the big boys and make it work for you.

This latest article I found very helpful, Learn to Syndicate Your Brand by Adam Broitman. This is his specialty and he offers some great examples of how larger companies are utilizing the variety of social media available and the power of RSS Feeds.

In today's world of millions of web media, blogs and traditional media, a comprehensive integrated marketing campaign is one of the many keys to generating awareness and revenue for your business. The tools that Broitman suggests can easily be manipulated to fit your business, with a little bit of creativity, and support your public relations and advertising or direct mail campaigns. And, it's affordable.

You really have to stay on top of your marketing, though, and ensure that your messages are always new, always relevant and continuously leading consumers to your brand. Once your customers begin recognizing your brand identity it will lead them to trial. Give them a great experience and they may adopt your business long term.

5 Things To Consider Before Pursuing Public Relations

2008-05-30T12:58:00.005-05:00

This blog entry is an extension of one I wrote recently. Since there was some question as to exactly what journalists are looking for, I decided to expand on the topic.

One of the first things I do when speaking to a potential new client is uncover what makes them unique; what is the story that consumers will be interested in. The reason? Because this is exactly what journalists are looking for when they consider including a company, product or expert in a story.

Here are some things, from a journalist's point of view, that you should consider about your company or product that will help you achieve positive public relations:

1. Is there a current trend that your company or product can contribute to? Example: right now everyone is looking for ways to save money and go green. Define how your business fits this trend. Journalists are looking for these tips right now!

2. Is your product or business new to the market? Is it a new trend in and of itself? Media prefer to cover new things. They're always looking for new stories that they haven't written in the past.

3. Do you have an interesting back story to starting your business? Did you develop the idea while struggling with something personally? Were you looking for an easier way to do something? Was your background and professional history a catalyst for starting your business?

4. How does your business effect the everyday lifestyle of consumers? Does it make something simpler, revolutionize a daily routine or enhance one's life in a way that never existed before?

5. If your business has competition in the market, how do you differ? Why are you so special?

These are all things that journalists are looking for. I've used the analogy of the dry cleaner on the corner before, but I will remind you. Almost every dry cleaner is the same, offering the same services. The only difference that each may have is their pricing, and then they use other marketing tools like advertising and direct mail. There's just not enough here to develop a story or interest to appear in a newspaper or magazine.

So consider this before you pursue public relations for your business. It will determine the success of your campaign. And when all else fails, consult a professional who can take a fresh look at your business and help you develop the story that will generate press, awareness, sales and make your business the success you've hoped for.

Cascade To Launch New Educational Activity Line

2008-05-15T14:01:00.006-05:00

Cascade Communications has been selected by Mt. Pleasant, SC-based Mini Me Geology to introduce it's line of educational science kits nationwide. We're thrilled to be working with such a unique company, and a woman who saw an opportunity to take her talents and interest to an entirely new audience.

Mini Me Geology offers a line of geology-based kits and products that NO ONE else can even begin to offer, and is a one-stop shop for learning.

About Mini Me Geology
Mini Me Geology is a division of Giverny, Inc. The company’s owner, Tracy Barnhart, has been a geologist for more than 16 years. The company, inspired by her two children and their friends, provides a unique blend of high-quality products with free educational information, uniquely combining rocks, minerals from around the world and other geology related toys with free educational information, free puzzles and free access to the site’s personal geologist. Mini Me Geology is the new destination for kids and parents looking for quality science toys, education and fun, easy-to-understand information. Mini Me Geology offers “My Rockin’ Collections”, rock kit storage bags, minerals, igneous rocks, metamorphic rocks and sedimentary rocks, and individual rock and mineral samples, are also available through the Web site, and it recently added a new line for the classroom called “School Edition”. For more information, visit www.MiniMeGeology.com.

Cascade Communications Signs on Red Bull

2008-05-12T12:59:00.002-05:00

We're excited to announce that Cascade Communications has been selected to work with Red Bull's Midwest Region to promote all events and generate positive press in the greater Chicago area and the Midwest.

Cascade Communications has had a long history in the food and beverage industry constructing, implementing and managing successful marketing, promotion, trial and PR campaigns for such companies as Jim Beam Brands, Milk - Got Milk?, Kraft and many Chicago area restaurants and nightclubs.

Attracting Media Attention

2008-05-12T12:39:00.002-05:00

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. Do you plan on growing your business by looking at other products and services or expanding what you have to create something new?

Today's media want to cover the hottest new trends. Period. They're looking for something no one else has covered or a lead for a future story.

It's important that you follow your local media (and favorite national pubs) and the writers you'd like to produce a story on your business. Also, following national trends and jumping on opportunities can be extremely beneficial.

Take the green movement right now. Everyone jumped on the Earth Day bandwagon and it was a crowded news week, but did you know that there are two other noted dates on the calendar dedicated to green living and recycling?

With the down turn of the economy everyone is looking for new ways to save money. Editors might be more interested in your budget-friendly product/service, upcoming promotion, discount or sale than you know. It's all about being aware of what's happening and seeing how your business is applicable. When trends are hot, journalists are looking for all kinds of tips.

For the DIYers it can be as simple as writing a related pitch to the writer connecting the trend to your business. If anything they'll keep your information on file as a potential reference for a future story. That's the kind of expert positioning that builds real credibility!

How would you answer the questions above? It could determine whether your PR program is successful or not. Think like a journalist, interview yourself and dig through what's specifically interesting about you and your business. Journalists don't want the same information and story they've already written. They want something new and of current interest.

Believe me, everyone has a unique story to tell and it's always interesting.

Keep Your Business in The News With Growth

2008-04-03T16:33:00.003-05:00

Over the years I've worked with a wide variety of businesses. Corporations that missed the mark in communicating to their customers and shut down, those that refused to put money in to appropriately making a mark in their industry, those who've been successful all around and businesses that went to market with one product, and one product only to wonder within five years why they're going belly up.

This last group, while successful initially, begins to decline and fall off consumer's radar because they failed to grow their business and keep their key messages in front of customers. They fail to continue generating their brand.

When you start a business with a simple idea you can't forget to consider where your company can go. Becoming a successful long-term entrepreneur, or business owner, is defined by your ability to grow; to look forward and branch your company off into including new products and services.

This is really important not only to overall success but to the success of ongoing marketing programs.

Understand one thing about public relations, if you don't have a story or a new story you will stop generating press. The same can be said for other forms of marketing where your messages can become stale over time. While media outlets will be more than happy to take your advertising dollars, the message will begin to bounce off consumers with no impact whatsoever.

One of the first things I consider when I talk with a new potential client is whether or not they have a vision for their business and ideas to grow it by creating new products and services to meet the needs of a broader audience. For me as a publicist it means two things: the company will either become a one-time client or a long-term client. I prefer long-term clients.

To be honest, you can get all the media in the world when you launch your business and become outrageously successful, but the reality is that unless you keep that momentum going by developing new brands for your business then that success will begin to reverse and you'll be left wondering why your customers aren't returning.

Starting and owning a long-term successful business in today's world demands ingenuity, drive, passion, and the desire to become everything you know the business can become. It also requires actively marketing your business. You can't afford to manage your business any other way.

Cascade Communications PR Success

2008-03-10T11:46:00.003-05:00

This last week has been a busy one for Cascade Communications, achieving top media for clients, pro bono and not. Here are a few examples of what we've accomplished:

Sunday, March 9 was the American Diabetes Association's Care to Cure Brunch benefit with 700 people at Soldier Field's Cadillac Club. Chicago Bears Head Coach Lovie Smith and his wife MaryAnne served as Honorary Chairs. As part of our commitment to the community, Cascade Communications offered its services pro bono as part of the planning committee and arranged several media interviews with Coach Smith. Overall the event achieved more positive PR and awareness than they have ever had before for Care to Cure.

Dr. Michele Kehrer is one of few people in the nation who treats chronic dizziness and balance disorders with therapy that is covered by insurance. These disorders can be debilitating causing individuals to lose their quality of life. Many doctors, and those who suffer from these disorders, are not aware of this treatment. Dr. Kehrer works with her patients at her Center, Lifestyle Physical Therapy & Balance Center in Chicago, improving their lives by 99% in up to eight weeks. Local ABC affiliate WLS-TV came out to tell Kehrer's story on its weekly "Healthbeat" segment. What makes this story extra special is that Kehrer has been fighting breast cancer. The joy of working with her patients keeps her moving forward everyday.

How Crunches in Media Effect You

2008-02-16T16:30:00.004-06:00

Although it has presented a load of opportunities for businesses and individuals, the Internet has been very hard on traditional media, especially newspapers and TV. Those who failed to embrace the Internet right off the bat are making staff cuts that can hurt your chances of achieving positive public relations, unless you're knowledgeable and sensitive.

Today's editors are not only doing their jobs but in most cases the jobs of their staff, which have been pink-slipped. In smaller daily papers across the country you will notice more and more wire stories peppered throughout the publication with only truly local news handled by staff writers. The cuts have also lead to an increase of freelance writers, who were more than likely prior with the publication.

So what does this mean to you and your business? It means that it can be harder to get an editor on the phone to discuss your news, that freelance writers are nearly impossible to get to directly and that you need more patience in waiting to get your story placed. Remember that these media are now in competition with the Internet, in some cases, and they're looking for stories that are right now, the newest thing and they want it before anyone else gets it.

The good news is that as many of these media begin to embrace the Internet, with news that rotates out faster and is updated more often, they will be looking for more news and content for their websites. The other good news is that as journalists break off on their own and launch their own news sites and e-zines, there is even more opportunity to generate positive press for your business.

I also believe that every business should have an online pressroom and press kit that is attached to an RSS feed. This will help distribute your news directly to the editors, bloggers and writers who are interested in your industry/category.

It's always fun to see your name in print in the local daily newspaper, but we all need to begin to shift our perception of what that means to us personally and what it means to the success of our businesses.

What is Your Brand? Why it Can Make, Break Your Business

2008-02-12T10:42:00.000-06:00

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 even corporations with fantastic ideas that could easily have grown their businesses, but they had a miserable brand identity, and eventually failed.

Think of it this way, as a consumer yourself you've probably hit the web regularly to research contractors, vendors, gifts, products, network, you name it. What you may not realize is that you are impacted with the first impression the website gives you. If it looks cheap you will determine it is cheap and go to another site to make a purchase or hire a vendor. Without a strong brand identity you are losing business everyday.

What constitues brand identity? Here are six key elements to developing a strong brand:

1. Company name and logo - this should describe to people all the things you want them to see your business as - professional, timely, quality, what industry you're in, etc. I know people who have developed their own logos on their home computers, but if you lack the vision it's worth it to hire a graphic designer.

2. Your website - It's a must in today's world to market yourself and worth the investment. There are a number of professionals out there who specialize in working with small businesses and provide quality websites to meet all business needs. Remember, the website in conjunction with your logo are the first impression people get of your company and can, alone, determine whether they will hire or buy from you. There are so many options out there that no one should have a bad, cheap looking website.

3. What you say....is just as important as how you say it and where you say it. It's easy for us to get caught up in the techno mumbo jumbo of our respective industries. Stop and take a step back to consider your audience/customer and make sure that you speak directly to them in a language that translate into meeting their needs.

4. Your product - The quality, affordability and buyer's satisfaction of your product and service will determine whether the customer/client will become long-term.

5. Packaging - This is a large part of the purchase decision making process. Others include userability, does it meet the customer's needs, price and perceived value.

6. Marketing - where you market, what audience you're communicating to and how you are using your marketing dollars can either result in sales or not. Yet another reminder that you should KNOW YOUR AUDIENCE.

Altogether, these six things can determine your business's success and so it warrants serious consideration before opening your doors. As my father said growing up "it's important to always put your best foot forward".

The Gap Between Small Business and PR

2008-02-06T13:56:00.000-06:00

I often wonder how many entrepreneurs and small business owners call large PR agencies to inquire about achieving public relations for their business, only to be told that they need $300,000 minimum to spend.

Even agencies that claim to specialize in small business forget to present the small print, "with annual revenues of $5 Million or more". Somewhere truly small businesses, entrepreneurs and startups get lost in the scope of things. How do are they to overcome it? You need to find those pros committed to small business that fill in that huge gap.

There are small, boutique and sole-proprietors out in the world who can offer top-notch strategies, the professionalism of a large firm, proven results all at a price that is really affordable. You're still going to have to make an investment but not nearly the kind you'd make with a corporate PR firm.

The truth is that you don't necessarily need to hire a celebrity spokesperson, host an event and tie in a charity to gain attention for your business. All you need is an attractive and informative press kit and an experience professional to get out there and connected with journalists on your behalf.

I've built my business specializing in working with small businesses and growing with them. Because of the flexibility I show on my end along with great results with media, a loyalty has grown on both sides as I become part of the "success" team.

Some would say you get what you pay for, but I can tell you two things; 1. Your PR firm should be committed to your success with the goal of retaining your business long-term, 2. There are a number of people out there who will charge you $5k a month and not do anything but leave you with a sick feeling in your stomach as you watch your dream and life savings go "poof".

The goal is to find someone who understands small business and in particular what yours means to you. Our philosophy is that we aim to make our client's dreams of becoming successful business owners come true, and in turn we retain happy, successful clients long-term.

Finding pros that specialize to your business can be difficult. I suggest asking any large firm you speak to for recommendations, and then ask for references to ensure that you are not getting set up with a fly-by-night but a real partner in business.

Super Bowl Ads Return to Creative, Intelligent

2008-02-04T12:27:00.000-06:00

Super Bowl 2008 was probably one of the best championship games we've seen in a decade. The combination of great, inventive and intelligent advertisements made for very few safe periods of time to get up and hit the bathroom or get another plate of ribs. Everyone at the party I attended were glued to their seats for three and half hours.

In years past, advertising agencies have tried to outdo themselves from the year before, but the ads that aired seemed like private jokes created by a highly caffinated bunch of executives that were locked in a conference room for too long. This year was a completely different story.

Gone were the futuristic, overdone technology spots and in their place was the return of human nature ads, and some that tugged at our hearts. Especially the Budweiser horse training like Rocky and Coca-Cola's "It's Mine" (you always wanted Charlie Brown to win something!).

Also, there was a new creativity coming from new advertisers - Life Water, Vitamin Water, Garmin and Under Armor. The ads were refreshing and really fun to watch. On the otherhand CareerBuilder.com took, well, an interesting take on finding a job that you love. Sometimes a bit morbid, gory and definitely surprising, the ads did make one wonder where each would go. They were creative but not necessarily my favorite.

What can small businesses learn from this year's Super Bowl advertiser's approach? That people are always interested in human nature, and whether it was humor or a tug at the heart spot we respond to things that hit us emotionally. The most successful ads of the Super Bowl were those for companies seeking to enhance our lifestyles. Even Bridgestone's "Unexpected Obstacles" gave us something to relate to - running over Richard Simmons, or at least nearly missing him.

Small businesses need to learn first to differentiate themselves from competitors and then find interesting, creative ways to communicate to customers. Determine what value your service or product has and then, for lack of a better term, step outside the box to communicate these messages.

GoDaddy.com created an interactive program to generate click throughs to the company website. This is a great tip for small businesses because the entire goal is to drive business. Moreover, it gives you an opportunity to track interest, since it is nearly impossible to track ROI on advertising unless the customer is given an incentive.

My favorite ads of 2008 are attention getting, humorous, creative, did a great job communicating the brands, and lastly they used incredible star power:

1. Budwesier - The Clydesdale Team
2. Bridgestone - Unexpected Obstacles
3. Coca-Cola - It's Mine
4. Glaceau's Vitamin Water - Jockey
5. Garmin - Napoleon
6. GoDaddy.com - Spot On
7. Planter's (Kraft) - Perfume
8. Pepsi - Magnetic Attraction
9. Sobe Life Water - Thrillicious
10. Under Armour - The Gathering

You can view all of the ads again at Ad Age.

FREE Small Business Summit

2008-02-02T13:21:00.000-06:00

Microsoft Small Business Summit
Broadcast live March 24-27, 2008 (12pm EDT/9am PDT)

This FREE online event provides hours of valuable small business programming each day. You'll get tips, advice, and secrets from experts on finance, prodcutivity, launching your business, using the web, and more, all designed to make the hats you wear each day fit more comfortable.

Resigter here for the Summit

The Power of Word-of-Mouth

2008-02-02T11:25:00.000-06:00

When I first moved to Chicago more than 10 years ago, the first thing I wanted to do was find a doctor. So, I asked people in my office for referrals and ended up with a great doctor, who I like and trust. I now refer him to friends who just moved here or are looking to make a change. Why? Because I like him and think everyone else should reap the benefits of a great guy and physician. It's the same with my hairdresser and favorite restaurants.

And it's the same in business. When you run a business, you're number one goal is for the name of your company to be on everyone's lips, saying things like "they're great people", "they really know what they're doing", "awesome customer service", "you should call them", and one of my favorite personal endorsements from a client "she is really professional and we appreciate her personalized attention".

Word-of-mouth can be a powerful thing, but it can be difficult to achieve based on your industry. An example, in the service and supplier world is that existing customers are highly likely to mention your company to someone, while networking, who is looking to fill a void. And they'll call because of the positive things your customer reveals about your business.

In the commercial world of products it can be more difficult if you don't have the money, but you can get creative and grow it slowly. Ideally, you want your customer to tell all of their friends about the latest thing they bought and encourage them to purchase it too. Successful word-of-mouth really comes down to customer satsifaction, and making them feel special, as if they've discovered a secret pot of gold.

A great example of a strong word-of-mouth campaign is Maker's Mark's Ambassador Program. The program is geared towards regular, longtime consumers. The idea is to attract individuals who, most likely, entertain regularly and enjoy bragging about being an ambassador, the fact that "this particular bottle came from my personal batch" and can essentially communicate Maker's Mark messages on behalf of the company, including how easy it is to become an ambassador. Maker's Mark doesn't shy away from its goals. It clearly states in its ambassador "agreement" that their job is to introduce new people to the product. It's brilliant actually.

So how do you generate positive word-of-mouth for your company?

1. Consider the type of word-of-mouth return you're looking for
2. Always provide the best customer-service and quality of work
3. Offer a unique, new product
4. Meet customer's needs; make their lifestyle better/life easier
5. Get creative and develop a word-of-mouth campaign customized to your business geared towards loyal customers
6. Give customers a reason to make the referral - discounts, coupons, exclusive previews/information on new products and services, etc.
7. A special website for your honored word-of-mouth customers
8. Follow through - ALWAYS. These are the customers you absolutely can't afford to delay delivery or work for EVER.

Once you lose their loyalty.....well, you've heard the saying that when someone has a negative experience they'll tell at least nine people (which is actually a lot more with the ability for individuals to rant online), but if they have a positive one they'll only tell three people, and maybe more but only if they ask.

It's time we encourage consumers, through our behavior, to change theirs. They need loyalty from you as much as you need theirs.

Are You Primed For Growth?

2008-01-07T09:30:00.000-06:00

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 worked with many great businesses over the years that failed to think forward to what would happen when their marketing plan, well, worked. At the end of the day, several were unprepared to handle the increase in sales and interest that a strong, target public relations program generated, and they eventually closed. What a huge loss for the consumers who were ready to adopt the company into their lifestyle!

On the flip side, I've seen small businesses triple, even quadruple, their growth in just over a year's time with the right inclusions in the right media to the right audience.

Here are a few questions to ask yourself to prepare for growth:

1. Is your current space large enough to handle increased stock of product and staff?
2. Are you prepared to add staff to delegate specific tasks to such as managing orders, billing/finances and customer service?
3. What steps are you going to take to insure timely delivery? Can you recruit family and friends to offer their time until you’re able to pay someone?
4. Are you willing to forgo a paycheck in order to put staff in place?
5. How much time are you able to commit to your business (especially if you have family) to handle the increase in business? Is your loved one prepared to assist you when needed?
6. What is the financial return you need to see immediately to afford to hire staff?
7. Can you afford to have enough product on shelf to manage a major influx?
8. Will you separate individual sales from those of long-term retailers?
9. How much money from each sale are you going to put back into an ongoing marketing program?
10. Tell your manufacturers and vendors about your marketing program so they can anticipate an influx of business and can therefore be sure to meet your demand.
11. How are you going to manage product development while managing a quickly growing business?
12. What are the next steps for your business once growth begins?
13. Where are you going to go from here to insure that growth continues?
14. Are you meeting your business goals? Do you need to morph them in order to keep up with changes in your business, the market and trends?

Now most of these apply to businesses with an actual product, but service-oriented businesses have a product, YOU! It’s important for you to consider these questions in terms of what growth means to your business and how you plan to manage it.

Next step, start a targeted public relations campaign that is ongoing and has long-term implications for your business.

So You Think You Can’t Afford a Publicist

2007-12-29T12:30:00.000-06:00

As entrepreneurs and small business owners we’re all rejuvenated by the fresh start a new year brings. This year could be the year you take your business to new heights, but you think you can’t afford to hire professionals to help you do this. It’s not true.

Public relations can be a tremendously powerful tool to grow your business. It only takes one highly targeted placement to create overnight success. One of my clients was included in a national magazine’s holiday gift guide followed by two additional, extremely targeted placements that occurred over two months. It changed the face of their business overnight and catapulted it to a new level of awareness amongst retailers and consumers. Over the last 18 months of working together, the company has quadrupled sales with a strong and affordable public relations program that supports sales. Another client, a small retailer, tripled business in 10 months after introducing them to a local writer. Public relations is powerful.

Often business owners call large corporate PR firms only to be so disappointed by the colossal expense that they may feel as if they will never be able to achieve their dream of being a successful business owner. You can afford professional, high-quality public relations that can grow your business. You just need to look in the right place.

The real keys are finding a professional who:
• sees your story and knows how, and who, to pitch to generate results
• specializes in small business and organizations
• understands trends, importance of demographics and has real experience as a journalist
• is strategic in looking at long-term programming
• really understands what it’s like to be a small business owner or entrepreneur
• is committed to being a team member and is committed to your success
• sees the potential long-term relationship with you and business potential for both parties
• truly believes in your business model and/or concept
• is results oriented and can make things happen on a limited budget

In turn, you have to be as equally committed to the “partnership” by acknowledging that you will eventually need to grow your budget as a result of the dedication of the professional you end up working with. What you can end up with is a lasting collaboration that results in notable growth for your business.

Remember that marketing that builds a brand is a long-term and patient process that requires ongoing frequency of message delivery and perseverance.

Send your questions and comments about public relations to Jennifer and she’ll reply in a future post.

Be An Expert, Drive More Media To Your Business

2007-12-10T10:59:00.000-06:00

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.

Becoming an expert in your industry can lead to higher levels of credibility and awareness than most will generate with traditional PR efforts alone. It is a tool that media professionals have cultivated and journalists rely on for new introductions to keep stories and trends fresh.

So, how do you become an expert? Well, first, let me state that it might not fit everyone’s business, however, it can work for just about everyone from consumer service-oriented businesses to specialty products where owners can position themselves as tops in the industry. The first step is to define the things that differentiate you from others in your field.

If looking at your list there isn’t much to distinguish you from competitors, than use this opportunity to define or create a niche. This becomes your selling point.

Secondly, brand yourself as an expert and verbalize it clearly. Create your new “brand tag” and carry it through on your website, blog, newsletter, elevator pitch, etc.

Next, write. Write where your potential customers are and, while you’re at it, put together a press kit with a head shot that clearly defines you and your business. This is a tool you can send to local and regional journalists to make an introduction – be sure to follow up.

It's also key to build relationships with other media as well. Always start local and regional, but look for those radio and TV programs that cater to your customer. If there aren't any look nationally, but it will be much harder to break through without a true specialty/niche or a book.

Finally, go where your potential customers are or network in circles that will provide solid business leads, and be sure to use your new elevator pitch to tell people why you’re different. Attend workshops, conferences and seminars, networking events, join high-profile committees and boards.

A great example: I was recently at a networking event with many (and I mean several) business coaches. One differentiated himself with keywords, results-oriented, results guaranteed, you don’t pay until you succeed. Yes, I remembered him because he may be great for current and future clients with small to no budgets for consultants. Mostly, I remember him because he clearly differentiated himself from competitors and clearly positioned himself as an expert in the field.

Pay attention the next time you watch the news or read the paper for people who are quoted as “experts” on a subject and determine how you can do the same for your business.

Do you have a question about PR or a small business topic you would like Jennifer to cover? Please send an email to cascadecomms@hotmail.com and she’ll be sure to answer in the next post.

Build Your Brand During Slow Economic Times - Be The Stand Out

2007-12-03T11:03:00.000-06:00

The real estate crisis, children caring for aging baby boomer parents, the depletion of social security, increase in oil/gas prices, the war.....Trends and economic situations truly impact your business and, contrary to traditional belief, this is the one time when you need to really emphasize your marketing, not cut it out.

No doubt, there will always be situations that make consumers want to stash their cash away in the bedroom mattress than at your business. With all of these economic factors, individuals and families want to save money and get great deals, and to keep your business you are going to have to be creative on driving traffic to your business.

So, people are being more selective about where they spend their money. You can stand out by increasing your visibility during this time and talking directly to the consumer (your message is as important as the highly targeted marketing avenues you use).

Secondly, you want them to know that you understand the financial stress that they (we) are all under by offering limited time sales promotions and events which you can advertise, generate public relations exposure for and promote on premise or directly to your current client base. Consumers have a long memory and they will not only appreciate, but remember, the way you went out of your way to help them continue to enjoy their current lifestyle. And they'll return. Maybe to spend more.

This might also become an opportunity for you to create cross- promotion opportunities with other businesses, and generate exposure with an entirely new audience. By offering special discounts to a neighbor or relative business you are increasing loyalty to both businesses.

Finally, just because budgets are tight and people aren't spending quite as much doesn't mean that you should ever stop thinking BIG when it comes to your business. There are opportunities all around to promote your business. Look for them, generate them and capitalize on them. If you need assistance, look for a professional who specializes in small business, offering affordable alternatives and puts the focus on your success.

Remember, marketing is a long term process. Building recognition and credibility of your brand in consumer's minds can take time and patience. But if you are persistent and targeted with your strategies the future return will be more than worth the time and effort.

Ho, ho, ho Everyone Wants Big Sales in Fourth Quarter

2007-11-24T15:32:00.000-06:00

For public relations professionals, we understand that most publications put their holiday edition to bed at least three months a go. However, the web has made it easier for you to drum up last minute interest, capitalize on fourth quarter sales promotions surrounding the holidays and turn sales into cash that will lead to the continued growth of your business.

Thanks to the Internet news is revolving throughout the day. Web-only publications are always looking for news, opening the door of opportunity for businesses, especially those with a lifestyle-oriented product or service. Some sites like TheCelebrityCafe.com produce more than 40 stories a day! And constantly looking for new stories and products for its variety of gift guides and daily news.

Another great thing about these types of websites is that some use an RSS to help further distribute their news stories into the WWW and sometimes to the desks of journalists around the globe. I always recommend that my clients build an RSS feed from their online press rooms. It does a few things, but the most important of these is make your press releases and news searchable. RSS is easy to set up and, in most cases, is FREE!

The first thing you need to do is define your audience, research websites that the target may read and, finally, pitch them your story or tell the writer why your product/company should be included in an upcoming gift guide.

Gift guides are wonderful, inclusion opportunities for businesses to gain additional exposure. I recommend checking with your local newspaper, entertainment/shopping sites and TV stations to see if they have produced their gift guide/shopping segment for the holidays and if not whether they are interested in including your business. Position the new trend or connect it to recent news and you'll be sure to perk up some ears.

Finally, be aggressive. Editors and producers are in undated with everyone and their mother trying to generate PR, and hence sales, for their products/companies. You can't sit back idle but must, instead, make yourself stand out from the crowd.

Get Your Press Release Seen By Targeting Your Audience

2007-11-11T15:12:00.000-06:00

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 two things - what is your story and who is your audience. Knowing these two things will drive marketing strategies and sales, growing your business.

What is your story? Sit down and think about it. As a journalist myself, I always look for something that is newsworthy - a new product or service concept that consumers will be interested in - timeliness of the story - is it an event happening now or does it fit in with current industry and news trends - what it means to the consumer - will it make life easier or contribute to their lifestyle - and finally the background of the company's owners; their story. Your story provides an additional human interest angle that tells why you started your company, what it means to you as someone who can relate, what the current industry and news trends are and how you hope your company will contribute to the community.

Next, the most important thing you can do for your business is to really grasp a strong idea of who your audience is. After all, how can you market to them if you don't know where they live, what their lifestyle is like, where they shop, eat, etc. and what their needs are? Knowing your audience will also help you be more efficient in generating PR because you can also determine where they get their news.

The good news is that the huge number and amount of diverse media out there today means that you can easily target your costumer with your story/company news. There is a magazine, website and news writer that cover just about everything and anything. Finding them can be a challenge, but once you do you know that the journalist will be interested on behalf of their readers.

Distributing your press release can be another challenge on a small budget, but there are a number of websites that offer free, limited distribution online and through RSS feeds. You can pay more for increased exposure, but this can be considerably more affordable than using traditional press release distribution companies. They are definitely worth looking into. Just do a search for "free press release distribution" and several of the 10-20 websites should come up. I also recommend buying RSS software for about $60 or so bucks and setting up a feed from your web site's news or media page. RSS searches the web for news and relative information to those who are searching specifically through RSS - mostly journalists. It's another great way to generate attention.

Now that your release is written, you know your audience, you've distributed the release online, and, if you really want make an impression, you've done some research online to build a media list that targets your consumer/audience. The final step is follow up. Remember that journalists are inundated with press kits and releases by snail mail and email on a daily basis. You have to take the extra step to cut through the clutter by calling or emailing the journalist with a brief story pitch (or why they should take interest in your business) and begin to build a relationship with them. Follow up on the information you've already sent to them. The story might not run right away but the relationships you build now will continue to benefit your business in the long run.

I want to hear about your successes in generating press for your business. Email me your story a I will highlight a few in an upcoming blog. cascadecomms@hotmail.com.

Charity Tie-in Doubles Exposure

2007-10-29T14:34:00.000-05:00

I'm really amazed at the number of new, small businesses that have come to me recently with a real commitment to community and understand the importance of giving back.

Today, we see so many large corporations that have become so out of touch with their community. There was a time when corporate responsibility was more about the environment and their community then whether the products they're manufacturing are safe or not. Well, it's today's small businesses and entrepreneurs who are putting their dedication to the community and local and national charities into their business plans right away. As we all know, perception is 9/10s of the rule and while you're heart is truly committed to making a difference it not only provides a positive impression on customers, but can give you more opportunity for positive public relations.

For most companies launching on a national level I always recommend that they tie in with local charities in each market. Why? Because these news outlets want local news. They want to see companies coming in and making a positive impact on its community and residents. It has become harder over the years for me to generate news for national charities in different markets, so this is a very important thing to consider when developing your community programs.

Charities can also help you drive positive public relations to your business in a couple of ways. You can create a product and commit proceeds of sales to a charity, you can hold a marketing event to bring attention to your business and tie them in, or auction off product with celebrity or local celebrity involvement. About eight years ago I managed a 20-city campaign for Jim Beam Brands' DeKuyper Pucker Schnapps. It was a longest kiss challenge (get it? Pucker, kiss?) and winners took home $1,000. The entrance fee was a recommended donation to a local charity and we had representatives on hand to assist in managing the event. In turn, the company donated an extra $1,000 to each charity.

Two things, the event was interesting and very quarky and attracted media attention on its own, but the charity tie in in many markets made it easier for us to achieve even more media because we made each contest local.

At the end of the day, we're back at perception. It's always good to look out for our neighbors, those who support us in growing our business. It shows your concern and commitment for your community. A good charity partner can become a long term partner - you scratch their back and they'll scratch yours. Eventually this partnership becomes branded in consumers minds. They'll remember your good works and take that into consideration in purchasing your product or service down the road.

Free Teleclass Recording - Public Relations and Small Business

2007-10-25T10:37:00.000-05:00

If you were unable to participate in yesterday's free teleclass I did through Passion For Business, you can listen to it for free. My goal was to educate everyone on PR from its role in the marketing mix to history and how to use it to create long-term strategies.

I always welcome your questions and hope that you find the class helpful and thought provoking towards better understanding public relations and how it fits into your marketing plan.

Follow the link below for the recording and handouts.

http://www.passionforbusiness.com/teleclass/jennifer-fortney.htm

Free Teleclass: Public Relations for Small Businesses

2007-10-16T14:55:00.000-05:00

Join me for a Free Teleclass:

Wednesday, October 24, 2007 1:00 - 2:00 PM eastern

Public Relations for Small Business: Understanding the Process and

How It Can Benefit Your Business

Teleclass with Karyn Greenstreet, of Passion for Business, and guest Jennifer Fortney, President of Cascade Communications

You will learn more about what PR is, how and why it works, and how it can work for you. Get insight into the current industry and hear real-world examples of small business PR successes. This is a great opportunity for you to talk to an industry veteran, and entrepreneur, and learn how you can boost business, increase sales and awareness and brand your business through public relations.