Q+A Series - Sonia Diaz
To celebrate the honorees from the DAA’s 2022 Gala, the DAA team has launched a Q + A series to highlight the meaningful work of communicators who are driving forward diversity, equity and inclusion in the industry. The interview below was conducted by Jenny Ho.
“The biggest challenge is the failure to properly invest in DEI. Implementing DEI goes beyond naming a person to the role. Without people, resources, a holistic approach and a top-down mandate, it is not possible to affect change or culture.”
-Sonia Diaz, Founder and President of Zaid Communications
Please tell us about your current role in the communications industry.
I’m the founder and president of Zaid Communications and national president of the Hispanic Public Relations Association.
What was your first role when you were starting your career? What factors do you think you enabled you to get to where you are today?
I was an intern at Edelman in Austin in the multicultural practice. People throughout my career who have championed me and put me in front of opportunities, starting with my professors in college, are a large part of my success today.
How have you witnessed diversity, equity, and inclusion evolve in the communications industry over the last several years? What is the biggest challenge the industry still faces as it pertains to DEI?
There has definitely been an increase in the number of conversations that are happening around this, and more intentional efforts to course correct. The biggest challenge is the failure to properly invest in DEI. Implementing DEI goes beyond naming a person to the role. Without people, resources, a holistic approach and a top-down mandate, it is not possible to affect change or culture.
What is one piece of advice you would give other diverse professionals within the industry as they progress in their careers?
To have a diverse set of mentors and sponsors to guide you and lift you up, and to be that for others in return when you find yourself with influence at the table.
What is the most rewarding aspect of your job? What do you consider to be the biggest challenge you face in your role?
In both my roles as an executive and as a trade association leader, I have the opportunity to work on things that are aligned with my purpose and values. Being able to scale up is always a challenge because there are so many things to be considered in terms of long term costs before you hire or bring someone on for a project. I never want to not pay someone a competitive salary or less than they are worth. For HPRA, the biggest challenge is that our leadership is made up of a volunteer board and so, I try to work with each person individually so that their work with the organization is complementary to the work they do in their day-to-day professional role.
What has been your biggest career accomplishment in 2022?
Launching my own firm and raising the bar for what HPRA can be for our members and for the industry at large.
What’s a hobby of yours that people may not know about?
I don't really consider it a hobby but given how little I do it these days, it could be. I really love to cook for people. There's something about watching people enjoy my food that is really satisfying.
Looking into 2023, what are you most excited to achieve professionally?
I am truly excited about sharing all the things that HPRA has in the pipeline. Our Board has worked hard to get to this point and our hard work is really starting to bring forth some good returns that are going to make a difference in our industry and for our future Latino professionals.
What book are you reading now and why is it appealing to you?
I hate to say it out loud, but I don't read as much as I should. These days I have been writing more.
Who do you look up to for inspiration?
Anyone with an underdog story is inspiring to me. I recently watched Viola Davis’s interview with Oprah about her memoir and her life is not only inspiring, it really makes me more grateful for the opportunities I had and it serves as a reminder that it can always be worse. When people under her circumstances rise up in the way that she has, it makes you work harder.