Sonia Diaz on Storytelling, Mentorship and Shaping PR’s Multicultural Future

Here’s what you’ll learn when you read this article:

• How Sonia Diaz is using mentorship, scholarships and storytelling to shape the next generation of PR professionals.

• Why multicultural campaigns and authentic cultural connection are critical for brand credibility and audience trust.

• What lessons communicators can take from Diaz’s career journey and her advice to young professionals.

In a recent conversation with Explain it to a Teenager, Sonia Diaz reflected on her journey into communications, her role as president of the Hispanic Public Relations Association (HPRA), and her work as founder of Zaid Communications, an agency focused on social impact. For Diaz, communications is not only about shaping narratives for brands but also about elevating cultural voices, mentoring young professionals and ensuring the industry reflects the communities it serves.

HPRA, she explained, functions like a professional “club” for communications practitioners who want to advance their careers and strengthen their ability to engage Hispanic audiences. Its work is structured around several pillars, including professional programming, networking, recognition through the Bravo Awards, and scholarships to build a diverse talent pipeline. The Bravo Awards remain the only program in the industry dedicated to multicultural campaign work.

Diaz sees scholarships as a direct way to reduce student debt and support the next generation. “We support college kids that are pursuing careers in communications and journalism, so they can get out of college without debt and start building generational wealth,” she said. “At the same time, they learn more about Hispanic audiences and communications while receiving mentorship.”

Her own career path began in unexpected ways. Originally planning to become a Spanish teacher, Diaz explored radio before finding her place in public relations. Growing up, her father encouraged her to embrace culture and language. “I’ve always wanted to do work that was focused on multicultural communities,” she said. “I just wanted other people to be able to feel that, too.”

For communications leaders, Diaz’s approach offers a lesson in balancing creativity with responsibility. Her emphasis on multicultural storytelling underscores how brand credibility depends on authentic cultural connection. Her work also shows how communicators can use mentorship and scholarships not just as philanthropic gestures but as strategic investments in the future of the industry.

When advising young people, Diaz stresses patience and self-awareness. “Don’t feel pressured to decide what you’re going to do with the rest of your life by the time you graduate,” she said. Instead, she recommends taking time to gain clarity, building a digital footprint early, and treating the journey as valuable as the outcome.

For communicators, her message is also a reminder: sustainable careers are built through reflection, not just acceleration.