The Hispanic Public Relations Association (HPRA) will honor civil rights icon Dolores Huerta with the 2025 President's Award at the HPRA ¡BRAVO! Awards Gala on Thursday, November 13, 2025, at The Drake Hotel in Chicago. This recognition carries significant weight as it underscores the vital role of communicators in defending marginalized communities during periods of political tension. HPRA President Sonia V. Diaz emphasized the contemporary relevance of honoring such a figure, stating, "We are living in a moment when Latino communities are being scapegoated, detained, and stripped of dignity. In times like these, our role as communicators is not to bend or soften the message—it's to name injustice, amplify truth, and stand steady in defense of our people." The award selection aligns with this year's gala theme, "Rooted in Purpose," which honors individuals who remain steadfast during turbulent times.
Huerta's recognition is important because her activism, continuing at age 95, provides a living blueprint for sustained engagement. Her recent activities include participating in protests against federal immigration raids in Los Angeles, condemning the arrest of labor leader David Huerta, co-signing a petition to the United Nations calling for a human rights investigation, and leading resistance against private detention centers. Through her foundation, she continues to advise immigrant communities and support civic engagement. The Dolores Huerta Foundation recently broke ground on a new Peace and Justice Cultural Center in Kern County, California, further extending her legacy of community building. This ongoing work demonstrates that advocacy is not a historical footnote but a continuous, necessary effort with direct implications for community protection and empowerment.
The implications of honoring Huerta extend beyond ceremonial recognition; it reinforces a cultural narrative of resilience and direct action. Her enduring impact includes co-founding the United Farm Workers in 1962, helping secure collective bargaining rights for farmworkers, banning dangerous pesticides, and advancing gender and racial equity. She famously coined the phrase "Sí, se puede"—"Yes, we can"—which has become a rallying cry for justice movements across generations. Diaz noted that Huerta's legacy demonstrates how "direct engagement—face to face, voice to voice—can move people to action" and that "when we truly listen and speak with clarity and courage, we protect lives and shift power." This serves as a critical reminder for communications professionals about the power of authentic, courageous messaging.
The President's Award is selected annually by the HPRA President to recognize leaders who have transformed lives and shaped the cultural narrative of Latinos in the United States. Additional 2025 honorees include Pioneer of the Year Karina Martinez, co-founder of DRAFTED; Diversity, Equity & Inclusion Champion Adrianne C. Smith, founder of Cannes Can: Diversity Collective; and Journalist of the Year Julio (Julito) Ricardo Varela, independent journalist and commentator. The collective recognition of these individuals highlights a broader ecosystem of Latino leadership across public relations, media, and advocacy. The HPRA, founded in 1984, supports Latino talent and advances multicultural communications through professional development and national programs. More information about the organization is available at https://www.hpra-usa.org. This event matters as it publicly aligns a major professional association with the principles of justice and unwavering advocacy that Huerta embodies, setting a standard for the industry at a time when such stances are critically important.
