Editorial: Sharing Veterans’ Stories Through Advocacy in PR

by Karla Ray

After telling thousands of stories, helping create needed legislative changes on behalf of the public interest, it may come as a surprise that I can trace my proudest storytelling back to my first year working as an on-air news reporter. I was just out of college, hired as what’s now known as a multimedia journalist (aka a solo reporter) in a bureau that was a five-hour drive away from the main news station. I was as green as grass — yet somehow, I was offered an opportunity many journalists work their entire careers for: I traveled to Washington, DC on South Dakota’s second-ever Honor Flight.

By now, many know of the organization, which flies veterans to the nation’s capitol to visit the memorials built in their honor — most built decades after combat ceased. At the time, though, this was a very young effort, and the urgency was not lost on any of us: World War II (WWII) veterans were dying at a rate of hundreds per day. 

One who should have been on the flight with us, died just a week before takeoff.

The videographer paired to work with me that whirlwind three-day experience and I took the assignment with great responsibility. As one 90-something year-old detailed his time of being a prisoner of war to us, so soft spoken I had to lean close enough to nearly touch him, his son stood just off camera with tears in his eyes. It was the first time he had ever heard the story.

For the caregivers on the trip, helping their fathers and grandfathers and mothers and grandmothers get around Washington was not just an emotional experience, but it was often the first time they have ever heard their loved one’s account of their respective wars. That trip was 16 years ago, and it’s estimated that there are fewer than 75,000 WWII veterans still alive. With Veterans Day around the corner, the significance of sharing these stories becomes even more apparent. 

Veterans’ experiences are filled with courage and resilience, but they also encompass challenges that require advocacy. Through effective public relations, we can raise awareness about these issues while honoring the service and sacrifice of our military personnel.

Storytelling Beyond Statistics

It’s well-reported that veterans face challenges in accessing timely and quality health care, mental health treatment, employment opportunities and stable housing. Navigating the Veterans Affairs benefits system can be complex, and some veterans face delays or denials of benefits. When advocating on behalf of veterans and the organizations that serve them, It’s important for public relations professionals and journalists alike to seek out the people impacted by the statistics. Done right, we can highlight the resources available to help this population, rather than just their challenges. We can further build strong relationships between veterans, their families and the growing network of support for them.

Dignity First

It’s crucial that we approach veterans’ stories with sensitivity and respect, emphasizing the dignity of the individuals behind them. For organizations seeking to highlight their work with veterans, I am sharing my insight on how to ensure those stories are authentically presented.

Involving veterans in the storytelling process is key. Their input not only lends credibility to the narratives but also empowers them to share their experiences in their own words. This collaborative approach helps to avoid the appearance of exploitation, ensuring that we honor their stories rather than commodify them.

Perhaps the most significant obstacle is the stigma surrounding mental health issues among veterans. Many feel hesitant to share their struggles due to fear of judgment. As communicators, we must create a safe space for veterans to share their experiences without feeling exposed.

Therefore, it’s important to avoid oversimplification. Highlighting stories of resilience and community involvement alongside struggles can inspire hope and mobilize support. This nuanced storytelling honors the multifaceted nature of veterans’ lives, showcasing not just their battles but also their triumphs.

Collaboration and Community

I was too young and naive to know it at the time, but my trip on board that Honor Flight was a carefully (and wonderfully) executed PR campaign. We turned some 16 or so stories out of that weekend, and created a DVD for the organization to sell with the proceeds raising money for future Honor Flights. The trip was big news for South Dakota, and something our station would have covered regardless, but the partnership the organization built out of allowing journalists to have that kind of access paid off in dividends for their mission. These are the types of public relations opportunities that create real change and reach the highly valued broadest audience.

As Veterans Day approaches, it’s essential to reflect on the stories of those who have served our country, both by honoring their past and addressing their present needs. To learn more about how your organization can support veterans and active duty military through integrated communication and public relations efforts, reach out to our experienced team for guidance. We’ve proudly served numerous nonprofit organizations and corporations committed to building a bright future for our nation’s best.