Ginkgo Public Relations help underrepresented voices take back their narratives through the media

It's a challenge to secure people's attention these days. When they're not experimenting with the latest digital detox, every device they have is pinging, ringing or talking back to them. What's more, journalists, editors, and producers are more overwhelmed than ever with lukewarm press releases and their own demanding editorial calendars.

But as people become more selective about the quantity and quality of media that they take in, Cher Hale, Founder, continues to get results for her clients by developing proactive communication strategies, personalizing every pitch, being kind, and building relationships bit by bit.

More importantly, Cher Hale believes in using communication skills as a mechanism to drive social change. As a first generation Taiwanese-Black American woman who grew up in a predominantly White town, she knows how it feels to be underrepresented (or completely invisible) in the media. And, given the breadth and depth of her experience, she also knows the power that the media has to amplify voices and stories like hers.

“When we use the media and our voices as allies, we can shift our cultural narrative from negativity and division to one of inclusion, acceptance, and positive change,” says Cher Hale.

Cher Hale approach in her own words

Unlike cheesy romcoms, I won't promise you the world when it comes to PR. See — I'm less concerned about making sure everyone from here to deep space hears about you and much more interested in making sure the right people — the ones who will subscribe, pre-order, and gush about your latest book to their friends over a bottle of Syrah — know who you are.

But I'm not interested in telling any story. In fact, I'm straight-up exhausted with the headlines regaling us with Richard Branson's morning routine. I would rather tell and hear the stories of diverse people — how the Korean-American entrepreneur infuses culture into their jewelry, how the black lawyer tends to their mental health, or how the LGBTQIA+ author uses their platform to lift marginalized communities up.

I want to tell the stories that I didn't see in the media growing up when I only had Lucy Liu or Kimora Lee Simmons to look to for representation for what it meant to be Asian, Black, and American. 

Your opinion could add texture to an incomplete story. Your experiences could remind someone to stay resilient. Your story could move all of us forward. 

Q. Why work with Cher Hale?

She has over a decade of experience in PR and digital marketing - getting results for her clients and herself in the form of TV segment interviews, glossy magazine features, podcast sponsorships, or article mentions and operating in a way that prompted one podcast host to tell her client, “I've never worked with an author's publicist who was more professional and gracious than Cher."

Cher’s background in digital marketing makes her more than just a publicist. That means she offers strategic advice on how her clients can use the media they get to build their lists or sell their services in the classiest and most efficient way.

Cher specializes in writing COLD pitches. It’s her jam. She loves writing an email to a stranger and making it into a letter that is personalized, feels warm, and brightens the reader’s day. That means you’re more likely to get booked or land press even if you don’t have an existing relationship with someone.

She has worked with hundreds of podcast hosts and producers and knows who and what they’re looking for in a guest. In fact, one podcast host said, “Cher is the only publicist that knows how to pitch the show.”

Cher loves working with BIPOC or LGBTQIA+ business owners and authors who want to do well in this often confusing, chaotic world that we call home. And she walks her talk by building giving back into my business model. For every client she signs, every referral she gets, and every interview she lands, she donates a small portion of the revenue to a specific monthly charity.

Here’s what Cher Hale tells about her 90-minute consultation

To help you craft effective PR strategies and connect with a media in a way that gets you meaningful press, I’ll conduct a consultation or training over Zoom that will speak to specific challenges you’ve been experiencing.

You will receive video and audio recordings as well as a PDF recapping what they learned.

You have access to me for 14 days after our training to ask questions.

OPTION 2 || VIRTUAL HALF-DAY TRAINING

This package will be customized to 1-2 of your team members. We’ll focus on amplifying the strengths they already have while also creating a plan to develop their weaker skills that are a must to successfully execute a public relations strategy.

This team member will also receive unlimited email access to me for two full weeks after the training so they can ask me questions in real time. Your team will receive video and audio recordings as well as a PDF recapping what they learned.

OPTION 3 || VIRTUAL FULL-DAY TRAINING

This package will be customized to each of your team members. We’ll focus on amplifying the strengths they already have while also creating a plan to develop their weaker skills that are a must to successfully execute a public relations strategy.

Your team members will also receive unlimited email access to me for two full weeks after the training so they can ask me questions in real time. Your team will receive video and audio recordings as well as a PDF recapping what they learned.

Case Study

Making Her Podcast Mainstream

Occupation: Feminist Life Coach, Host of the Unf*ck Your Brain podcast

Goal: Attract new leads for membership community through podcast interviews

Background

Kara Loewentheil knew that her podcast was the #1 driver behind landing new clients, so she wanted to invest in growing that audience. While she had team members who specialized in marketing, they weren’t equipped to pitch podcasts on her behalf and she didn’t have the bandwidth to do it herself.

What’s more, she wasn’t familiar with the podcast space, so she wasn’t sure which shows she should be pitching or which would convert well for her.

Ginkgo strategy

Ginkgo knew that Kara wanted to broaden her audience and go more mainstream, so they targeted shows with 500+ reviews and ample social media followings. Then, in the pitch, they emphasized Kara’s positioning as a fluff-free life coach with a message for professional women that speaks to Gingko’s modern problems like FOMO, imposter syndrome, self-care, and online dating. 

Her podcast was already popular with over 1k reviews and 4M downloads, so she leveraged that resonance as well to attract high-profile interview opportunities.

Results

In tandem with Kara’s marketing strategy, her podcast reviews ballooned from 1k to 2.2k reviews and her downloads increased to over 5M in less than 12 months. 

As a result of Ginkgo’s pitch efforts, Kara landed interviews on major shows aligned with her target audience like:

• Chatty Broads with Bekah and Jess
• Sex with Emily with Emily Morse
• Do It Scared with Ruth Soukup
• Superhumans at Work with Jason Campbell (a Mindvalley podcast)
• Hurdle with Emily Abbate
• The Lindsey Elmore Show
• HERself with Abby and Amy

Cher Hale, Founder

Drawing on experience in the nonprofit, retail, food and beverage, wellness, and self-development industries, Cher crafts impactful storytelling, develops integrated communications campaigns, and creates strategic partnerships that benefit the bottom line while moving the needle toward equity for historically marginalized communities.

“Ginkgo Public Relations help historically-excluded authors and entrepreneurs finally get the recognition for the work they've done quietly for years.”