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Dominic K. Hawkins on Purpose-Driven PR: From the NAACP to PRSA’s PR Pro of the Year
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Brandinc PR Podcast • Austin, TX & Washington, D.C.

Dominic K. Hawkins on Purpose-Driven PR: From the NAACP to PRSA’s PR Pro of the Year

Hosted by Brandi Sims, PhD, MBA • Vice President of Communications at NAACP, Dominic K. Hawkins—recently named PRSA’s PR Professional of the Year—joins us to discuss strategy, leadership, and social impact in modern communications.


Dominic K. Hawkins interviewed on the Brandinc PR Podcast
Photo: Courtesy of Dominic K. Hawkins / NAACP (add photo credit if applicable)

Episode Overview

When strategy meets purpose, you get a communicator like Dominic K. Hawkins. In this episode, we explore his 15-year journey across
top agencies (SKDK, APCO), in-house roles (Deloitte, TIAA), and his current leadership as VP of Communications at the NAACP.
From high-impact public affairs to culture-shaping storytelling, Dominic breaks down how to lead with conviction—and why he believes this is a golden era
for purpose-driven PR.

What You’ll Learn

  • Corporate vs. mission-driven comms: How strategy shifts between Fortune 500 brands and civil rights advocacy.
  • Award-winning fundamentals: The habits and frameworks behind PRSA’s PR Professional of the Year.
  • Leadership in action: Building teams, mentoring talent, and speaking across GWU, Johns Hopkins, LMU, and Georgetown Law.
  • Human + AI: Using data and emerging tech without losing the heart of the message.

“Lead with clarity, move with purpose, and communicate with conviction.”

Episode Highlights

  • Origin story: From speech pathology aspirations and a stint in finance to a calling in communications.
  • NAACP impact: Strategic messaging for voting rights, education, and racial justice in a real-time media landscape.
  • Teaching & mentorship: Preparing the next generation of PR pros to balance data with empathy.
  • Future-proof skills: The blend of cultural fluency, analytics, and storytelling today’s leaders need.

About Dominic K. Hawkins

Dominic K. Hawkins is an award-winning communications strategist and current Vice President of Communications at the NAACP.
His career includes agency leadership at SKDK and APCO, in-house roles at Deloitte and TIAA, and public affairs service in the federal government.
He has represented brands including Audible, AT&T, Mercedes-Benz, Planned Parenthood, and Bristol Myers Squibb. Dominic has guest lectured at
George Washington University, Johns Hopkins University, Loyola Marymount University, and Georgetown University Law Center.

Timestamps

  • 00:00 — Intro & why purpose-driven PR matters
  • 05:15 — Corporate vs. advocacy: strategy shifts
  • 12:40 — NAACP comms: clarity & conviction
  • 19:25 — Teaching & mentorship
  • 25:10 — Future-proofing PR with AI + empathy

Recorded for the Brandinc PR community with audiences in Austin, TX and Washington, D.C.—and PR pros tuning in nationwide.

Keywords

Dominic K. Hawkins, PRSA PR Professional of the Year, NAACP Communications, Public Relations Leadership, Black PR Professionals,
Purpose-Driven PR, Communications Strategy, Austin PR Podcast, Washington DC PR Community



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