Episode Summary
In this inspiring episode of An Agency Story, host Russel Dubree welcomes Jennifer Fortney, founder of Cascade Communications, a Chicago-based integrated digital PR agency. Jennifer opens up about her winding path from music and broadcast journalism to boutique PR, how a sudden layoff launched her entrepreneurial leap, and the importance of storytelling in building real brand connections.
Biggest Takeaways:
- Adaptability is a PR superpower — Jennifer’s ability to pivot quickly (and even get saved by James Blunt’s band) is a testament to creative resilience.
- Boutique agencies offer unmatched value — High-caliber work, personalized service, and agility are just a few reasons big brands love working with small shops.
- A strong personal brand is non-negotiable — Agency owners must walk the walk when it comes to visibility, thought leadership, and self-promotion.
Agency Info
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Company: Cascade Communications
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Guest: Jennifer Fortney
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Year Started: 2001
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Employees: 1-10
I was young enough to be dumb enough not to know any better but I never lacked the drive to build something from nothing.
Jennifer Fortney
Key Takeaways
The Power of Storytelling in Modern PR
Jennifer emphasizes that story-first PR is more relevant than ever. Cascade’s approach centers on shaping journalistic narratives that drive visibility across digital, experiential, and social channels. Her journey from journalism to agency work has made her a true champion of media-savvy, authentic content.
“We really focus on story first — that journalistic PR story — and then how do we tell that through a number of different channels.”
Reinventing After a Layoff
After being laid off due to budget cuts at a boutique agency, Jennifer didn’t retreat, she built. Jim Beam followed her as a client, giving her a foundation to launch Cascade. Her takeaway? Career setbacks can be springboards, especially when you’re “young enough to be dumb enough” to try.
Boutique Agencies Can Punch Above Their Weight
With fewer layers and a deep understanding of clients’ businesses, Jennifer believes boutique agencies deliver value that rivals (and often surpasses) big firms. The secret? Personalization, flexibility, and deep expertise.
Giving Value Upfront Wins Business
Jennifer breaks the mold of “never give ideas away for free.” She believes in providing real value from the first conversation, a move that builds trust and positions her as an indispensable partner.
“When I walk into a room, I already have some tips they can take away that day. I want them to know I’m ready to invest.”
Show Notes
- Jennifer Fortney’s book on PR
- Think and Grow Rich by Napoleon Hill (influential book on entrepreneur mindset)
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