The Common Sense Colloquy: Q&A with April Hale of A.Hale PR, Inc.

After conducting nearly 80 of these interviews, I am still learning so much from the fascinating, funny and fearless people I have the privilege of including in this series. The members of The Change Agencies are among the most fascinating, funny and fearless people I know. It’s an honor to be able to include them in this series and share their insights and hard-won wisdom.  

When LaTricia Woods of Mahogany Xan Communications and I co-founded The Change Agencies in 2019, we knew we’d be working with the best of the best and the years since have borne that out. One of those members is our first Native American member, April Hale of A.Hale PR, Inc. April is a Navajo woman, a business owner and a remarkable communications counselor. In addition to serving as Owner and President of her eponymous firm, April is Vice Chair of the Dineh Chamber of Commerce and will be President of the New Mexico Chapter of the Public Relations Society of America in 2026.

April’s remarkable career includes experience as a Public Affairs Specialist for the Indian Health Service, work as a Tribal Health Care Reform Program Coordinator for the National Indian Health Board, service as Communications Director and Legislative Assistant at the National American Indian Housing Council and work as a Legislative and Communications Specialist at the National Congress of American Indians. She has lived in Washington, D.C. and Albuquerque, New Mexico and is from the community of Iyanbito, NM on the Navajo Nation.

April has extensive experience and insight into effectively reaching and engaging Native people and she has worked with multiple clients of The Change Agencies to provide deeply-rooted, culturally-relevant advice and counsel that has benefited a number of organizations. As the only Native American member of The Change Agencies, April has helped to educate each of us about Native people and the unique role they have in a place where they are the only original inhabitants.

I was a fan of April’s the moment I met her and I’m so glad she’s a member of The Change Agencies. April is not just smart and experienced, she’s also no-nonsense, funny and remarkably perceptive. Talking with her is always a positive experience and I always learn something as well. I’m happy and proud to spotlight April and share her perspectives on communications as part of this series. My thanks to April for sharing her wisdom with us – and you.

Q: Why is a network like The Change Agencies needed? What role do you see it filling in the marketplace and why should clients hire one or more of The Change Agencies to help them change the way they communicate across cultures?

A: The Change Agencies is needed because our communities and the world we live in is constantly changing and growing. In a time when fundamental rights are threatened and the marginalized are even more marginalized, the voices and stories from diverse, minority, and tribal communities matter more than ever. The Change Agencies offers that perspective and insight because its members come from those communities and that is unique and powerful. As the only Native American member of The Change Agencies, I bring that unique perspective from the culture and communities of tribes – many that still do not have running water, electricity, and rely on the radio instead of the internet for news and entertainment.

Q: Why are you passionate about inclusive communication? What excites you the most about this work? 

A: My work in inclusive communications is exclusive to Native Americans and tribes purposefully and intentionally. Tribes and Native people are often overlooked, forgotten, or even labeled as “something else.” For this reason, my work with tribes, tribal organizations, and non-Native entities is greatly needed, deeply meaningful, and incredibly important to this country’s past, present, and future. It's more than passion and excitement doing this work. It’s a rewarding duty to my community, my people, and a task I gladly take on because it means educating the masses about tribes, Native Americans, our history and ties to this land and the government that occupies it.

Q: How has your career experience helped you in leading inclusive communications and marketing initiatives with clients? What lessons have you learned that have applied to your work?

A: I was fortunate enough to grow up with a strong sense of community and culture which helped shape my career in communications and influenced the way I connect with clients and their audiences. First as a newspaper reporter and then as a public relations professional, I bound myself to acts of awareness and education. Working in Washington, DC and seeing firsthand how lawmakers, policymakers, and government agencies treated tribes and its citizens encouraged me to help elevate and expand the voice, presence, and representation of tribes. My career has been dedicated to supporting and uplifting tribal narratives, and clients and colleagues alike greatly benefit from my experience and expertise. Throughout my years in communications, I’ve learned that campaigns and messaging are more effective and long-lasting when its authentic and relatable.

Q: What’s the best “common sense” advice about communications you’ve received?

A: Do your research. I learned as a reporter and communicator, research is essential. As a population that is rarely included in polling and news coverage, a little research can lead to discovering that Native Americans make up a powerful voting block, are incredibly philanthropic, and serve in the Armed Forces at a higher rate than any other minority group. Know your audience.

Q: What’s the best “common sense” advice about communications you've given to others?

A: Do your research. It’s more than just learning the demographics of a population or community. By researching that community or audience, you learn where, when, and how to connect and engage. Do not expect the audience to come to you. That approach does not work well especially among tribal and minority communities. Community engagement is directly linked to public relations.