Dominic K. Hawkins II of the NAACP — A Capitol Communicator Profile
Editor’s Note: Capitol Communicators is a profile series spotlighting the people shaping the present and future of advertising, digital, marketing and public relations in the Mid-Atlantic. This profile features Dominic K. Hawkins II, Vice President of Communications, NAACP, Washington, D.C.
Dominic Hawkins is having quite the year. He was named the 2025 Public Relations Professional of the Year by the Public Relations Society of America (PRSA). He’s also just been recognized by the Washington Business Journal’s “40 under 40” – its annual list of rising local leaders.
PRSA recognized Hawkins for his work as NAACP’s Vice President of Communications, where he leads communications strategy for the 116-year-old legacy organization. The national organization works to end racial injustice, never a small challenge but even more pressing in the current political climate.
Hawkins draws on a wealth of experience that includes positions at SKDK, TIAA and Deloitte. He’s received the 2023 IMPACT Award, the GW Black Alumni Association’s highest recognition for professional endeavors and community service, and PR News called him a “Rising Star” in 2019.
Hawkins is a GWU grad, a certified marketing professional through the Association of National Advertisers, has a certificate in Dynamic Marketing from the Financial Marketing Institute, and has guest- lectured at George Washington University, Georgetown Law, Loyola Marymount University and Johns Hopkins University. In his free time, he loves spending time with his wife, family and friends; and enjoys traveling, learning new cuisines, yoga and reading sci-fi/fantasy novels.
Dominic, tell us about your work at NAACP in a challenging political climate.
I joined NAACP a little over a year ago. It’s been one of the most rewarding and defining chapters of my career. I’ve had the honor of shaping the voice of the largest and most influential social justice groups in America, telling our story in ways that move hearts, shift culture, and drive measurable impact. From leading the #KeepAdvancing media campaign, which reached more than 74 million people, to spearheading communications for the 2024 $20 million GOTV program across all 50 states, I’ve focused on connecting our mission to moments that matter. At our 116th National Convention this past July, my team generated $57 million in ad value and broadened our national spokesperson bench from two spokespersons to 18. Through it all, my goal has been simple: to make sure the NAACP’s voice remains bold, relevant, and unstoppable in the fight for justice. I’m most excited about empowering voters in the upcoming elections and continuing to fight to protect democracy.
What are the most significant changes or trends you see happening or coming in the communications industry in 2026? How are you dealing with it?
One of the most significant trends I’m seeing is that communicators continue to drive or inspire strategy across the organization. It’s our faculty for audience-consciousness that has broken down comms team silos and entrenched us deeper within organizations — not just as messengers — but as trusted advisers. My team hears me say this often: all roads lead to comms. From being pulled into cross-functional strategy sessions to product development, comms is at the center of many organizations. I embrace this dynamic as an opportunity to form stronger connectivity between teams and tell a richer, more holistic story.
What are the skills that are necessary to be successful today?
Curiosity is one of the most underrated skills to be successful today. Asking questions – chief among them ‘why?’ — challenges systems, explores new ways of thinking, and helps uncover new opportunities to innovate and improve. In an era where facts and fiction are fickle, and social media has diffused news consumption, innovation demands disruption. Asking ‘why’ helps us do that.
Given the political atmosphere, a lot of us are doing more crisis communications. What advice do you have for dealing with a crisis?
In my career, I’ve been involved in crises involving financial institutions, health insurance giants, dietary supplement manufacturers, instances of police misconduct and more. While I can’t talk about those projects in depth, I can say that crisis comms is about more than just putting fires out. It’s about grounding decisions in an organization’s values, not moving from a place of panic. During a crisis, leaders need to address the issue, the real human stakes, and take responsibility while being crystal clear in their messaging. Think less about spinning someone and more about focusing on truth, impact and accountability. In this world, where trust is a commodity, it needs to be earned and protected. Crisis comms is really where that trust is at its most vulnerable.
What professional advice do you have for others?
Remember to take care of yourself. This industry demands exacting perfection, the highest attention to detail, and the ability to synthesize new information quickly. Plus, we often deal with challenging personalities. It can be emotionally draining. Therefore, we have to develop emotional resilience. But we’re not robots. We have our own thoughts and feelings. To those new to this industry and seasoned professionals, we have to give ourselves grace; time to rest and recharge. Otherwise, we can burn out, lose focus, or sacrifice our own health.
What brings you joy at work?
Working in advocacy communications is extremely fulfilling. When you see how a story you worked on benefited a community or how a social media post went viral, bringing attention to an important issue, it’s those moments that remind us of why we need to keep moving forward. It’s proof of the power of storytelling to shape hearts and minds and promote progress for all Americans. That brings me joy at work.
Capitol Communicators profiles will allow you to meet some of the most interesting and insightful pros in our region, learn how they stay ahead of the curve and pick up practical wisdom during a time of constant change.
Capitol Communicator is a sister company of CommPRO.
