Spotlight Q&A: Helen Roldan on Building INGAGE Biz’s New Public Affairs Division
At INGAGE, we are committed to helping our clients navigate complex policy landscapes and communicate with purpose. With the rapid evolution of Florida’s political and business ecosystem, the need for an integrated public affairs consulting and government relations strategy has never been greater. That’s why we are excited to introduce Helen Roldan as our new Senior Director of Public Affairs, leading the launch of INGAGE’s formal Public Affairs Division.
Helen brings a rare blend of strategic communications, regulatory affairs consulting, and grassroots mobilization to the firm. From leading stakeholder engagement campaigns at Ballyhoo Media to directing communications for North Bay Village and contributing impactful policy development research at FIU’s Jorge M. Pérez Metropolitan Center, Helen has built a career at the intersection of media, advocacy, and civic impact. Most recently named one of the University of Florida’s "40 Gators Under 40," she is helping us scale our capabilities across Florida and beyond to support issue management campaigns, corporate advocacy, and more.
With Miami always on the move, we take a New York minute to sit down with Helen and discuss her vision for public affairs at INGAGE, why storytelling matters in public policy advocacy, and how businesses and nonprofits alike can position themselves for public impact.
Q&A with Helen Roldan, Senior Director of Public Affairs at INGAGE
1. For those unfamiliar, what exactly is public affairs, and how does it differ from traditional PR or lobbying?
Helen: Public affairs is the work of helping organizations shape public policy or public sentiment. The tactics to do so vary based on the situation.
With Public Affairs, you make sure the right people, whether in government, media, or the community, understand your story and how an issue affects you. That can involve building relationships with decision-makers, navigating regulations, or mobilizing local support.
Unlike traditional PR, which focuses mostly on media visibility, public affairs is about influence on laws, regulations, and public perception. And while lobbying is one tool in the toolbox, public affairs goes beyond by including grassroots advocacy, stakeholder engagement, and strategic guidance on how policy decisions could impact your organization.
For example, if a city is considering a zoning change that might hurt local businesses, a public affairs team would help those small businesses organize, communicate with officials, and share their concerns publicly to shape the outcome.
2. You’ve just launched the Public Affairs division at INGAGE. What makes this moment the right time for firms to invest in strategic public affairs?
Helen: Public perception shapes everything, from reputation to policy decisions and long-term growth. In today’s environment, organizations can’t afford to sit on the sidelines. They need a clear understanding of their audience’s priorities, the ability to read the room, and strong relationships within the communities they serve. Strategic public affairs gives them the tools to do that with intention and impact.
3. How do you define the role of public affairs in today’s communications landscape, especially in a state like Florida with so many evolving policy issues?
Helen: Public affairs is about helping people understand how policies affect their daily lives and helping organizations respond. It’s not just about tracking bills or regulations. It’s about connecting the dots between what’s happening in government and how it impacts communities, businesses, or nonprofits. For example, if a new state law makes it harder to build affordable housing, a public affairs team might work with local leaders, media, and advocacy groups to explain the consequences, build support, and push for change. In Florida, where the policy landscape is shifting constantly, public affairs helps ensure your voice is heard before decisions are made.
4. Your background includes government, nonprofit, and private sector experience. How does this cross-sector perspective shape the way you approach campaigns?
Helen: My cross-sector experience allows me to see the full picture. I understand how government decisions are made, how nonprofits mobilize communities, and how private companies think about risk and reputation. That lens allows us to build strategies that speak to all sides instead of just one.
5. What is the biggest challenge clients face when navigating complex policy environments, and how can public affairs help?
Helen: Messaging is a common challenge. Turning a complex issue into something people understand and care about is the foundation of any strong campaign. An effective public affairs strategy simplifies the narrative and builds support by using the right messengers.
6. At FIU, you authored research on issues like affordable housing and gender equity. How does policy research play a role in storytelling and campaign strategy?
Helen: The great thing about research is that it grounds storytelling in reality. Data helps paint a fuller picture and reveals trends that might otherwise go unnoticed. At the Metropolitan Center, I learned the value of looking at issues from multiple angles, whether that meant digging into a surprising statistic or leading focus groups that challenged our assumptions (and that happened a lot!). Before the pandemic made housing instability headline news in South Florida, the Metropolitan Center had already been raising red flags for over a decade. That kind of insight helps make the case for acting on data before it’s too late.
7. How can organizations, whether real estate developers, law firms, or nonprofits, leverage public affairs to build trust and public support?
Helen: I would say it starts with real community connections and listening. Trust doesn’t come from attending one event or going to one meeting. It is earned when you listen to the community, engage with them, and build a record of accountability.
8. What advice would you give to a business or nonprofit looking to make a meaningful impact on local or state policy?
Helen: Be clear on your values, do your homework on policy leaders, and find partners who already have trust in the community. You don’t need to have all the answers, but you do need to show up consistently and be willing to listen. Be ready for and be open to feedback from the communities you’re trying to serve.
9. Florida is undergoing massive transformation across infrastructure, housing, and governance. What trends are you keeping an eye on right now?
Helen: Workforce housing, water-based infrastructure, and how local governments are adapting to growth. I’m also paying close attention to how state-level preemption laws are shifting the power dynamic between cities and the state.
10. What excites you most about your role at INGAGE and your vision for the Public Affairs division’s growth?
Helen: I’m excited to work on issues that matter to people’s lives. I’ve had the opportunity to work on policy in the past, which was foundational for making an impact. Now, I’m able to be even more hands-on with issues that affect people's lives, including topics like housing, education, and the environment. I’m excited that we have positioned the Public Affairs department to help clients navigate complex challenges while being grounded in the community.
On the personal side, it’s energizing to be part of a group that cares about the work and the people it serves. Our team pushes for thoughtful results, like securing client coverage in the right media outlets, developing strong digital campaigns, or creating branding and marketing that reflects each client’s values and voice.
11. Finally, as someone who’s helped lead civic engagement efforts across Miami-Dade, what’s one local issue you wish more people were paying attention to?
Helen: Housing and immigration. Both are closely tied to who gets to stay, thrive, and build a future here. I wish more people recognized the level of uncertainty families face, whether it’s the risk of being priced out of their homes or navigating shifting immigration policies. These changes often affect people who have lived here for decades and who are deeply rooted in the community.
Interested in navigating policy change, managing public issues, or advancing your organization's mission?
Our Public Affairs Division offers a full suite of services from government relations strategy, corporate advocacy, and legislative monitoring to crisis communications and strategic communications.
Connect with us to learn how INGAGE can support and build your own public affairs and communications strategy: https://www.ingage.biz/contactus
