2020 was the year of the Capital P: pandemic, polarized politics and protests. It was also a seminal moment for businesses to reflect on who they are and where they are going — to really understand their moral compass and get serious about their corporate purpose. Over the last 18 months, we have seen purpose pressure tested by stakeholders and society like never before — it has led to it being redefined, refocused and realigned. 

Native Americans public relations professionals—spread across some 570 tribes across the US—have had to overcome communications challenges few of us have had to face. Many serve as social activists campaigning against environmental infringements and advocating for better healthcare on the reservation.