Founder and CEO, De Alba Communications
Victoria Sánchez De Alba is a National News Emmy Award-winning journalist turned communications strategist and the visionary Founder and CEO of De Alba Communications, established in San Francisco, California, in 2001. A passionate communications leader committed to social justice and civic engagement, she specializes in Multicultural Public Relations, amplifying underrepresented voices and narratives by telling the stories that often go unheard.
A lifetime member of the National Association of Hispanic Journalists (NAHJ) and a founding member of its Bay Area Chapter, Victoria is also an active member of the Public Relations Society of America (PRSA). Recognizing the need for greater diversity in local association membership and expert panels, she spearheaded the creation of the PRSA San Francisco Chapter’s Diversity Committee, serving as a board member and championing inclusive representation in the field. She is nationally recognized for her energy, creativity, and unwavering commitment to crafting impactful media engagement strategies across regional, national, and global platforms.
Before founding De Alba Communications, Victoria worked in television journalism and investigative reporting. She was part of an Emmy award-winning national news team at the Center for Investigative Reporting (San Francisco) and held roles at ABC/7 KGO-TV (San Francisco), CBS 13 KOVR-TV (Sacramento), Stanford University News Service, and El Tecolote News (San Francisco), among others.
Transitioning from television news to public relations, Victoria honed her craft at a leading high-tech PR firm in San Francisco before founding her own agency. As an entrepreneur, she blends her storytelling expertise with strategic PR to champion diversity and equity across industries.
Under Victoria’s leadership, De Alba Communications has gained recognition for delivering strategic, integrated communications across regional, national, and global platforms, adeptly navigating the evolving media landscape.
Fluent in English and Spanish, Victoria’s professional journey reflects a deep commitment to equity and inclusion. Growing up in Salinas, California—the “Salad Bowl Capital of the World,” she worked alongside her family in agricultural fields, experiences that instilled a deep awareness of the challenges faced by farmworker families, from pesticide exposure and limited healthcare access to broader social inequities.
Victoria gives back to the community by serving as co-advisor for the Felix Elizalde La Raza Education Fund of the San Francisco Foundation – a scholarship fund for journalism and communications majors. She remains an active member of the National Association of Hispanic Journalists and the Public Relations Society of America (PRSA).
A proud graduate of the University of San Francisco, Victoria earned her Bachelor of Arts in Communications-Mass Media, with emphasis in Law. Her journey from farmworker to National News Emmy-Winning Journalist and PR/Communications leader is a testament to her unwavering commitment to elevating voices, advocating for equity, building connections, and driving positive social change.