2026 Cumbre Awards Winners

NMPRSA is proud to recognize the outstanding work of New Mexico’s public relations and communications professionals through the 2026 Cumbre Awards.

This year, 17 agencies and organizations submitted entries. Entries were evaluated against a standard of excellence by members of the Rochester, N.Y., PRSA chapter and received Bronze, Silver or Gold recognition based on a 100-point scoring system.

TACTICS

The Cumbre Awards for Tactics recognize outstanding examples of a single public relations tool, including writing, design, production and management.

BRONZE

Media Relations
James Korenchen Public Relations — Grand Hyatt Kauai Celebrates Legacy of Unforgettable Travel and Community Support

Media Relations
The Abbi Agency — Where to Go 2026: Leveraging Route 66 to Elevate New Mexico’s Story

Video
UNM Health Sciences Marketing & Communications — Healthy Living Safety Summer Series

Annual Reports
UNM Health Sciences Marketing & Communications — The UNM Health Sciences Research Annual Report 2025

SILVER

Media Relations
UNM Health Sciences Marketing & Communications — Local Research to Global Headlines: UNM Health Sciences Leads Conversation on Microplastics

Video
Siarza — Rio Grande Down Syndrome Network Denim & Diamonds Gala Appeal Video

Influencer Marketing/Promotion
James Korenchen Public Relations — Downtown San Antonio Hyatt Influencer Program

GOLD

Media Relations
James Korenchen Public Relations — The Pueblo of Santa Ana’s Pursuit to Recover Stolen Antiquities

Online Newsrooms
UNM Health — Building a Community Health Resource: The UNM HSC Newsroom

Best Use of AI, Direct Audience Engagement
Rotary District 5520 — The District 5520 Story Bank: An AI-Powered Story Engine for 60+ Volunteer Clubs

Video
The University of New Mexico — Inspiring Graduate Malia Dumlao

Research / Evaluation
Sandia National Laboratories — Communications Metrics Dashboard

BEST OF SHOW — GOLD

Websites / External
PK Public Relations — From Awareness to Action: Redesigning DoseofReality.com to Connect New Mexicans with Treatment

Video
The University of New Mexico — Breaking the Ice: UNM Students Launch New Mexico’s First Collegiate Women’s Ice Hockey Team

Social Media
Sandia National Laboratories — From Code to Cone: AIRES Tide Social Media Tactic

These three Best of Show Tactics entries earned perfect scores of 100.

CAMPAIGNS

The Cumbre Awards for Campaigns recognize outstanding achievement in comprehensive public relations campaigns incorporating multiple communication tools, programs or components and demonstrating sound research, planning, implementation and evaluation.

BRONZE

Events and Observances, Less Than Seven Days
Siarza — Honoring Tradition Through Storytelling: Old Town's Día de los Muertos Campaign

Integrated Communications
The Garrity Group Public Relations — New Mexico Certified Chile Campaign: Building Awareness, Authenticity, and Membership Through Integrated Public Relations

Consumer Services
Siarza — Dinner, Drinks & Blockbuster Results: Flix Brewhouse's Albuquerque Tramway Launch

External Communications
Siarza — From Mesas to Mesa: Connecting New Mexicans to Local Agriculture

Reputation, Integrated Communications
UNM Health — The University of New Mexico Hospital’s Critical Care Tower

Reputation, Brand Management
The University of New Mexico — Lobos: United for Safety

Marketing, Consumer Products
Sinuate Media — Season of Giving: A Holiday Campaign Celebrating Loyalty with Golden Tickets, Crab Cakes, and Surprise Refunds

SILVER

Public Service
UNM Health — Meeting People Where They Are: UNM Street Medicine

Events and Observances, Less Than Seven Days
Sandia Peak Tramway — The Sandia Tram Celebrates 60 Years

Community Relations
James Korenchen Public Relations — U.S. Eagle Federal Credit Union Supports the Community

Consumer Services
James Korenchen Public Relations — Touro College of Dental Medicine Expands and Opens in New Mexico

Public Service
The Abbi Agency — Breaking Bad Habits: Building a Statewide Movement

Crisis Communications
Siarza — Steadying the Narrative: A Strategic Crisis Communications Response for Harwood Arts Center

Community Relations
PK Public Relations — Change Your Fit. Change Your Reality. Changing the Conversation About Opioid Treatment: How Authentic Community Voices Reduced Stigma and Connected Young New Mexicans to Treatment

Public Affairs
Siarza — Turning Vision into Law: Partnership for Community Action's New Mexico Baby Bonds Campaign

Marketing, Consumer Products
Sinuate Media — Shipping Tradition: Scaling New Mexico's Historic La Posta Brand for a National Holiday Campaign

GOLD

Events and Observances, Less Than Seven Days
Sandia National Laboratories — Engineering in Real Life: Sandia’s Engineers Week 2026

Integrated Communications
Visit Albuquerque — The Trip of a Century: Celebrating the Route 66 Centennial in Albuquerque

Events and Observances, Less Than Seven Days
Sandia National Laboratories — Art Fest at Sandia National Laboratories

Integrated Communications
SUNNY505 — Semi-open Primary Public Awareness Campaign

Internal Communications
Sandia National Laboratories — Human Driven, AI Enhanced Communications

Issues Management
Sinuate Media — Beyond the Big Beautiful Bill: How Integrity Kept the Lights On — Sinuate Media & Organ Mountain Solar Navigate the 2025 Tax Credit Crisis

BEST OF SHOW — GOLD

Events and Observances, Less Than Seven Days
SUNNY505 — Westside Grand Opening

The Best of Show Campaign Award was presented to SUNNY505 for its work with the YMCA of Central New Mexico to prepare for the opening of its new Westside Albuquerque facility.

2026 Cumbre Awards Recap

New Mexico communicators recognized for excellence at 2026 Cumbre Awards

ALBUQUERQUE, N.M. — New Mexico’s public relations and communications professionals were recognized for standout campaigns, innovative tactics and service to the profession at the 2026 Cumbre Awards, held Sept. 25 in Albuquerque.

The New Mexico Chapter of the Public Relations Society of America presented awards to agencies, organizations and individuals whose work demonstrated excellence in research, strategy, implementation and evaluation. This year, 17 agencies and organizations submitted entries, which were independently judged by members of the Rochester, N.Y., PRSA chapter.

The Cumbre Awards — named for the Spanish word for “peak” — recognize the highest levels of achievement in New Mexico’s public relations and communications profession.

Among this year’s top honors:

Read full list of Cumbre Award winners >> 

Recognizing leaders in the profession

NMPRSA also honored individuals whose contributions extend beyond individual campaigns.

Cameron Grimm, APR, an independent practitioner, was named 2026 Ted B. Sherwin Member of the Year for her active involvement with NMPRSA, service to the APR accreditation process and advocacy for the public relations profession.

Cody Johnson of the New Mexico Tourism Department received the 2026 Greg Johnston Board Member of the Year Award for his contributions to the NMPRSA board, including program development, member strategy and outreach.

Pamm Meyers received the 2026 DEI Leadership Award, while Nadine Buerger, executive director of the ARNIA Foundation, received the 2026 Jennifer Riordan Community Service Award.

The Lee and Marie Hirst Vista Award, NMPRSA’s lifetime achievement honor, was presented to Karli Massey, APR, recognizing more than 25 years of leadership and achievement in public relations and communications.

“The work recognized at Cumbre reflects the depth, creativity and strategic value of communications professionals across New Mexico,” said April Hale, NMPRSA president. “These campaigns and the people behind them are making a meaningful difference for organizations, communities and the profession.”

The 2026 Cumbre Awards were presented as part of NMPRSA’s annual celebration of excellence in public relations and communications. The awards recognize both individual public relations tactics and comprehensive campaigns that demonstrate strategic planning, execution and measurable results.

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