The Common Sense Colloquy: Q&A with Sandy Diaz Haley of SDH Communications
As I have written before, in 2018 I had an idea for a national network of multicultural and LGBTQ owned and operated public relations agencies. The idea was inspired by my friendship and collaboration with LaTricia Woods of Mahogany Xan Communications. I took the idea to LaTricia, and she said yes before I even finished my pitch! And from that conversation, The Change Agencies was born and later launched with four other partners.
Now, six years later, The Change Agencies includes 15 agencies across the country and counts African American, Asian American, Native American, Hispanic and LGBTQ public relations owned and operated firms in its membership. LaTricia and I are now the co-leads for the network, and I featured her in this series in January of 2024.
Earlier this month, we announced our 2024 Class of new members of The Change Agencies: Abenaa Hayes, Shawn Smith and Sandy Diaz Haley. Each of these women is already an industry leader. Now, they’re also members of The Change Agencies and we’re highlighting their new membership by including them in this series of interviews, beginning with Sandy.
Sandy is Founder and Principal of SDH Communications, a firm she founded “out of a passion for people, connections, and storytelling.” Her firm is focused on “bridging the gap between HR & communications” and builds on her more than 20 years of communications experience. Sandy works with a wide range of clients across a number of industries, from nonprofits to Fortune 500 companies, to help connect internal communications with external concerns and considerations. With her background as a corporate communications executive and her insight into human resources programs, Sandy uses a people-fist approach to corporate storytelling and problem solving, grounded in transparency and authenticity to elevate the impact of company culture and corporate reputation.
A native of Lima, Peru who came to the United States as a child, Sandy is bilingual and multicultural. Sandy was diagnosed with Multiple Sclerosis (MS) in 2014 and has become an advocate for people living with MS as well as a dynamic public speaker who blends her personal story with insight and expertise from her impressive career.
I didn’t know Sandy before she joined The Change Agencies (thanks to fellow TCA member John Avila for the kind introduction!), but I already know I’m going to love working with her. Sandy’s indomitable spirit and radiant smile draw you in and tell you that you’re engaging with someone who gets it and who genuinely wants to help others. I can’t wait to start working with Sandy and I’m so happy to have this opportunity to introduce her here. My thanks to Sandy for sharing her wisdom with us – and you.
Q: Why is a network like The Change Agencies needed? What role do you see it filling in the marketplace and why should clients hire one or more of The Change Agencies to help them change the way they communicate across cultures?
A: Leading inclusive initiatives requires a collaborative approach. This work cannot be done in a silo. Partnering with diverse voices, who specialize in inclusive communication, come from various backgrounds and possess expertise across a broad spectrum of industries, ensures that our clients are receiving the best counsel possible when it comes to effective strategies where everyone can be seen and heard.
Q: Why are you passionate about inclusive communication? What excites you the most about this work?
A: Growing up in an immigrant family, I’ve always straddled two worlds. Simultaneously navigating dual cultures is such a gift, I only wish I would’ve realized that earlier in my career! With Gen Z as the most racially diverse generation in America history, it’s not a nice-to-have, but an imperative to embrace uniqueness and learn from different perspectives and experiences.
Q: How has your career experience helped you in leading inclusive communications and marketing initiatives with clients? What lessons have you learned that have applied to your work?
A: My career has exposed me to a wide range of clients and audiences, allowing me to not only appreciate, respect, and embrace diverse perspectives, but to understand how vital diversity of thought is to business success. As a corporate storyteller, I’ve learned that inclusive communication is always evolving, and that one of my responsibilities is to be at the forefront of that evolution. Words have power but creating a safe space takes much more. Fostering trust and innovation takes time. Active Listening – listening to understand, not to respond – is a critical part of building strong connections.
Q: What’s the best “common sense” advice about communications you’ve received?
A: Authenticity is the key to building trust.
Q: What’s the best “common sense” advice about communications you've given to others?
A: It’s simple….It’s not just what you say that matters – how and when you say it matters often just as much, and sometimes even more.
