The Hispanic Public Relations Association (HPRA) will present civil rights icon Dolores Huerta with the 2025 President's Award at the ¡BRAVO! Awards Gala on Thursday, November 13, 2025, at The Drake Hotel in Chicago. This recognition comes as Latino communities face increasing political targeting and scapegoating, making Huerta's lifelong advocacy particularly relevant to contemporary struggles for justice and dignity.
At 95 years old, Huerta remains actively engaged in organizing and advocacy work. In 2025 alone, she participated in mass protests against federal immigration raids in Los Angeles, condemned the arrest of labor leader David Huerta, and co-signed a petition to the United Nations calling for a human rights investigation. She continues to advise immigrant communities, lead resistance against private detention centers, and support civic engagement through the Dolores Huerta Foundation, which recently broke ground on a new Peace and Justice Cultural Center in Kern County, California.
HPRA President Sonia V. Diaz emphasized the timeliness of honoring Huerta, 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 awards theme, "Rooted in Purpose," specifically honors those who remain unshakable during turmoil and maintain commitment to community and principle despite attacks and silencing rhetoric.
Huerta's legacy 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 approach 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."
The President's Award represents a singular honor selected annually by the HPRA President to recognize leaders whose work has transformed lives and shaped the cultural narrative of Latinos in the United States. The HPRA, founded in 1984, serves as the premier organization for Hispanic public relations professionals in the U.S. with a mission to support Latino talent and advance multicultural communications. Additional information about the organization can be found at https://www.hpra-usa.org.
Other 2025 ¡BRAVO! Awards 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. These recognitions collectively highlight the strength, creativity, and cultural clarity defining contemporary leadership in communications during a period of significant challenge for Latino communities nationwide.
