81: Finding Your PR Rally Cry

Pattern of Purpose episode 81 with Cher Hale

There’s this pervasive belief that PR exists to make people famous. But even if you have a great idea, you must be able to prove others care about what you have to say and sell in order to get featured.

Cher Hale, founder and director of Ginkgo PR, joins me to talk about crafting your message and nailing your story before undertaking PR efforts.

With a focus on amplifying underrepresented and marginalized voices, Cher is passionate about diversifying our feeds. Because it’s easier than ever to self-select the media that we consume—only opting in for those that think, look, and act like we do—she’s working to ensure more representation in mainstream media.

On this episode we’re discussing:

  • Specific PR assets you need, including a speaker one sheet, media kit, and press kit;
  • Proof points and credibility markers that help media know they can trust you;
  • Figuring out who you’re specifically trying to reach with your message; and
  • How to build a more positive relationship with rejection.


Cher Hale is the founder and director of Ginkgo Public Relations, a national boutique agency that believes in using storytelling and public relations as a force for good. They specialize in boosting visibility for underrepresented or marginalized authors, experts, and entrepreneurs through comprehensive communication and media relations efforts.

As a first-generation Taiwanese-American, Cher is passionate about leveraging the power of media to tell diverse stories through online, print, TV, radio, and podcast mediums so she can play a role in reshaping how our society views social justice, give-back initiatives, feminism, and multiculturalism.


Women are quoted only ¼ of the time in the media.

Show your humanity in all of your pitches, even if you’re not pitching yourself.

PR is a long game.


We’ve all had those relationships where we love the person but it’s not the right time. That’s very much what happens in PR.

PR is a way to effect social change.