News Release

Roots Strategies - a National Indigenous Affairs Agency - Launches to Bridge the Gap Between Indigenous Communities and Opportunities

Ottawa, ON – June 26, 2025 – Roots Strategies, an Indigenous-owned company headquartered in Ottawa, Ontario, is proud to announce its official launch as a national Indigenous Affairs agency. With 15 years of collective experience in public relations, community engagement, and training, the company is poised to transform how Indigenous and non-Indigenous organizations collaborate and succeed across Canada.

“Our vision is simple yet transformative,” said Deliah Bernard, Partner and Co-Founder of Roots Strategies. “We're dedicated to building bridges—empowering Indigenous communities while preparing non-Indigenous partners to engage meaningfully. We believe these bridges will lead to a shared path of reconciliation and economic prosperity.”

Bridging Communities to Opportunity

Roots Strategies offers three signature service streams designed to foster inclusive collaboration:

• Community Builder – Tailored support for Indigenous partners, designed to strengthen community engagement strategies, capacity and advocacy initiatives.
  
  

• Partnership Ready – Guidance for non-Indigenous entities to become effective partners with Indigenous Peoples, embracing local priorities and respectful engagement.
  
  

• Full Voice – Representation for Indigenous leaders through customized communications, policy analysis, advertising and public profile building.
  
  

A Strong Record, A New Chapter

Backed by a team with proven expertise in federal, provincial, and municipal government affairs, as well as deep relationships with Indigenous communities and organizations, Roots Strategies draws on its unique positional strength to produce results at scale.

“Our work is focused on strategic insight, tailored messaging, and campaign execution with Indigenous organizations, elected officials, and community leaders. Now, we’re amplifying that experience into a dedicated Indigenous Affairs agency,” said Robert Zhu, Partner and Co-Founder of Roots Strategies.

Looking Ahead

As the agency grows, Roots Strategies aims to expand its reach across Canada, helping to shape a more equitable and prosperous future by:

• Strengthening Indigenous-led communications and engagement initiatives;
  
  

• Supporting non-Indigenous entities to navigate meaningful partnerships;
  
  

• Elevating Indigenous voices in policy, media, and political spheres.
  
  

“We seek collaboration with partners committed to reconciliation and system-level change,” Deliah Bernard concluded. “Let’s build a Canada where Indigenous communities are at the heart of decision-making, and where Indigenous Peoples can meaningfully participate in long-term prosperity based on shared understanding and respect.”

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About Roots Strategies

Roots Strategies is an Indigenous-owned, Ottawa-based national agency specializing in Indigenous Affairs. With 15 years of collective expertise in community engagement, public relations, communications, advertising, and leadership training, we serve Indigenous communities, leaders, and non-Indigenous partners in advancing reconciliation and prosperity.

Roots Strategies is a proud member of the Canadian Council for Indigenous Business (CCIB). 

Links

• Our Homepage

• Our Team

• Our Services

Contact

For media inquiries or to learn more about our launch and services, please contact us. 

Robert Zhu

Partner, Roots Strategies

r.zhu@rootsstrategies.ca