Message from the President

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New Mexico PRSA is proud to announce that our chapter will host the 2018 PRSA Southwest District Conference March 7-9, 2018. The conference will offer attendees practical insight into today's top PR issues and trends, networking opportunities and actionable best practices to help you demonstrate value to your leaders and clients.

We need your help selecting a theme for the conference! Submit your ideas to NMPRSA by July 15.

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The 2017 Cumbre Awards entry period is now closed.
Join us Thursday October 26 for the Cumbre Awards.

 Thank You to Our 2017 Sponsors!

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2016 List of Winners

PRSA Statement on "Alternative Facts"

Truth is the foundation of all effective communications. By being truthful, we build and maintain trust with the media and our customers, clients and employees. As professional communicators, we take very seriously our responsibility to communicate with honesty and accuracy. The Public Relations Society of America, the nation's largest communications association, sets the standard of ethical behavior for our 22,000 members through our Code of Ethics. Encouraging and perpetuating the use of alternative facts by a high-profile spokesperson reflects poorly on all communications professionals.

PRSA strongly objects to any effort to deliberately misrepresent information. Honest, ethical professionals never spin, mislead or alter facts. We applaud our colleagues and professional journalists who work hard to find and report the truth. - Jane Dvorak, APR, Fellow PRSA, 2017 PRSA Chair

New Mexico Public Relations Society of America

Public relations is as much an art as it is a science. It takes an energetic mix of knowledge, insight and instinct to build mutually beneficial relationships between organizations and their publics. As a result, communications professionals like you play a critical role in a business’s success.

The New Mexico Public Relations Society of America is here to support you. Whether you’re looking to enhance your professional skills, build a network of like-minded professionals or stay up to date with emerging trends, we offer something for everyone.

Message from the President - January 2016

Hope everyone’s year is off to a great start!

I am thrilled to be serving as the NMPRSA board president in 2016 and look forward to getting to know each of our members, presenters and prospective members a little better. I am honored to be serving with a talented board, made up of gifted communications professionals, from many different backgrounds.

We are working on an exciting list of events, including luncheons, think tanks and socials. We hope that you will take the time to join us throughout the year. We welcome and encourage your input; if there’s something we aren’t doing but should be, a topic you’d like to see covered or you are interested in helping with an event or serving on a committee, please get in touch with me.

Please review these important January announcements:

  • Conference/Presentation Opportunity – The National Association for Civilian Oversight of Law Enforcement (NACOLE) will be holding its annual conference in Albuquerque in late September. The association has issued a call for presentation proposals. It’s a great opportunity for NMPRSA to put together a workshop or presentation on the importance of public relations when building trust in communities. If youare interested, know someone that would be a good fit or want more information, please email Amanda Molina at This email address is being protected from spambots. You need JavaScript enabled to view it. by January 13. The deadline to submit an application of interest is January 15. We will provide assistance with the application. Thanks to member Susan Bradley for this tip.
  • January Luncheon – Please join us on January 28 for our first luncheon of 2016. We will host a special panel, “State of the State of PR,” featuring three local communications professionals discussing what they learned in 2015 and sharing their thoughts on what is coming in 2016. For more information and to register visit:
  • 2016 NMPRSA Board of Directors – Check out the list of this year’s board members

Message from the President (Fall)

I wanted to take a few minutes to thank everyone who attended last night's Cumbre Awards banquet at Scarpas ~ what a great night!

First and foremost, thank you to our sponsors including The Garrity Group Public Relations, James Korenchen Public Relations and Siarza Social Digital! Your support enabled us to host a very successful event!

Congratulations to all the tactics and campaigns winners as well as Best of Show recipients James Korenchen Public Relations (Tactics), and Griffin & Associates (Campaign)! Well done!!

Here’s to our Lee and Marie Hirst Vista Award recipient Dave Smoker; Ted B. Sherwin Co-Members of the Year, Susan Bradley and Julianne Phares; and Greg Johnston Board Member of the Year Erica Krause Munoz. An outstanding group of individuals I’m proud to be associated with! Thank you for all you’ve done for our chapter, not only this year, but throughout the years.

Thanks also to CYD, our photographer, for all her work, and especially to Jim Schumacher and the crew at Scarpa’s, thank you so much! I can't say it enough.

And of course, thanks to all of you who came out in support of the event. Without your support of NMPRSA, none of our chapter’s accomplishments would be possible!

Congratulations, and thank you to one and all!!

The Cumbre Awards do not signal the end of the year. We have one more event in the planning stages for the holiday season. We are planning an exclusive Chapter-only Holiday Mixer at Lucky 66 Bowl. This event will be a great opportunity for our incoming President Amanda Molina, to meet those of you she may not know, a chance to meet the 2016 NMPRSA Board and a fun night for one and all to help you kickoff the holiday season!! 

We look forward to a great turnout for a holiday event you won't want to miss!

See you in December!

All the best,


Cumbre Judging Guidelines and Criteria

New Mexico Public Relations Society of America :: Cumbre JudgingThank you for agreeing to judge entries in the New Mexico PRSA Cumbre Awards competition. Sponsored by the New Mexico Chapter of PRSA, the Cumbre Awards recognize outstanding public relations campaigns and tactics completed by communication professional in New Mexico.

Cumbre tactic awards recognize outstanding individual components or tactics of campaigns that incorporate sound planning, execution and evaluation.

Cumbre campaign awards recognize outstanding public relations programs that incorporate sound research, planning, execution and evaluation.

Entries must be in compliance with the PRSA Code of Ethics. Awards are given at the judges' discretion and no awards are given in categories for which judges determine entries do not merit them. The judges' decisions are final.


  • A minimum of two judges must judge each entry, although three judges per entry are required when the two scores differ by more than 15 points. NMPRSA will average the judges' scores to achieve the final score for each entry.
  • Judging for the Cumbre Awards should be based on the merit of the summary and supporting materials, rather than how the entry itself is presented.
  • Campaign entries should consist of more than one communication tool, program, or component and should be evaluated on sound research, planning, execution and evaluation.
  • Tactic entries should be evaluated on planning and content, creativity and quality, technical excellence and results.


Your job is to review and score the entries in each category.

The Judges' Assessment and Comment Forms will help you organize your evaluations and comments for each entry. Please make sure that each entry is judged by two public relations or communications professionals, and that their comments are recorded on separate forms. If the two scores differ by more than 15 points, a third judge is required.

Entries are scored out of a possible 100 points. The scoring breakdown for campaigns and tactics is as follows:

Gold Cumbre - 90-100 points

Silver Cumbre - 80-89 points

Bronze Cumbre - 70-79 points

Cumbre Best of Show recognition is awarded to the single highest overall score in campaigns and tactics.


  1. Review the Judges' Assessment and Comment Forms to gain an understanind of how you are to evaluate entries. It is important that you apply the same standards to each entry.
  2. Entries should be judged against the scoring criteria, not against each other.
  3. Read, evaluate and score each entry according to the criteria provided. Record your comments as you review each entry. Both winning and non-winning entries benefit from judges' comments.