In 1968, President Lyndon Johnson designated Hispanic Heritage Week, a time to honor the rich history and significant contributions of American citizens with Hispanic roots. In 1988, then-President Ronald Reagan expanded the observance to 30 days (Sept. 15 to Oct. 15) creating Hispanic Heritage Month. During this time the United States celebrates the diverse cultures and impactful contributions of individuals whose ancestry can be traced to Spain, Mexico, the Caribbean and Central and South America.
Yet, despite the 36-year observance, many exceptional Hispanic leaders in various industries remain overlooked.
Within the public relations industry, many recognize one such pioneer as the “father of PR.” No, it's not Edward Bernays, even though he was a close friend. Fernando Valverde, APR, Fellow PRSA, and an unsung hero in PR, is widely recognized as the "father of PR in Puerto Rico" for laying the foundation for the development of PR practice there.
Early Life
Born in Santiago, Dominican Republic, in 1935, where his father worked as an engineer, Valverde was raised in Charlotte, North Carolina and then in Santurce, Puerto Rico. He graduated from the University of Puerto Rico ROTC program in 1957 with a Bachelor of Business Administration in Management and Accounting. After graduation, he decided to join the Army, which included a three-year stay in Germany, one year in the Dominican Republic with the 82nd Airborne Division and two missions to South Vietnam as a Logistics Officer. After the Army discharged Valverde in 1970 as a Distinguished Military Graduate with the rank of captain, he began working at his father's Peugeot's dealer in Puerto Rico. Within a few months, Valverde took his first managerial position in PR, which would become the first step to a lifelong profession.
PR Career
Valverde was the first PR professional in Puerto Rico to obtain his Accreditation in Public Relations (APR) designation. His mantra was "defense of the profession," and his mission included promoting the preparation and official accreditation of other practitioners.
In 1980 his focus shifted towards cultivating the next generation of professionals, when he assumed the role of professor at the newly established School of Public Communication at Sagrado Corazon University. Valverde established the graduate program in Public Relations, an inaugural program in Puerto Rico in 1985.
PRSA inducted Valverde into its College of Fellows in 1992. It also renamed the ARPPR (Asociación de Relacionistas de Puerto Rico) Presidential Award to the Fernando Valverde Award in honor of his lifetime devotion to the profession in 2016.
Community Involvement
Throughout his lifetime, Valverde served on the boards of several professional and community organizations, fulfilling his belief in "service and charity to others.” Some included the Puerto Rico Chamber of Commerce, United Way, Niños Buscalas, Junior Achievement, Overseas Press Club, Red Cross, Salvation Army, Boy Scouts, Make-a-Wish Foundation and the Association of Sales and Marketing Executives (SME). He served as the fifth president of the Puerto Rico Association of Professional Relations (ARPPR), serving from 1979-1980 and he served as the president of the International Association of Communicators (IABC), the Rotary Club of San Juan and the Lozada-Rubio Chapter (82nd Airborne Division Association).
Legacy
After retirement, Valverde made his home in Kissimmee, Florida, where he passed on Oct. 10, 2020, at the age of 85. His wife Idalia passed in 2024 and they are survived by daughters Mary, Virginia and Emilie, son Fernando Jr., as well as several grandchildren and great-grandchildren.
Valverde’s legacy of passion, dedication and strong sense of ethical practice continues to inspire future generations of public relations professionals in Puerto Rico and beyond. His impact on the industry, and his commitment to mentoring others left an indelible mark. His contributions to public relations deserve to be remembered and celebrated for years to come.
[Editor's Note: Join the Museum of Public Relations for its Hispanic Heritage Month event, “Combatting the Surge of Disinformation to Hispanic Audiences: The Role of Communicators in Mitigating False Narratives,” Thursday, Sept. 19, 6-7 p.m. ET. For more information, visit www.prmuseum.org.]
Jared Meade is Founder and Principal, Rayne Strategy Group, writing on behalf of the PR Museum.