This half-century-old St. Paul-based PR and lobbying firm founded by Bob Goff and Nick Coleman Sr. in 1966 is riding a wave of transition, and Jennifer Hellman is leading the way. Hellman describes this as a high-risk era with much at stake and “everyone terrified of screwing up or being cancelled.” Wary of “massive movements in public opinion from small things,” her clients are looking at image maintenance in a bigger way than ever: “Polarization creates land mines,” she says. Still, “companies have to be bold. You are going to alienate someone in the process. Be clear on who you are and want to be; you can’t win over everyone.” Her agenda for 2022 includes investing in the digital space as a Goff specialty while growing the public affairs/public relations side of the firm.