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Supporting Veterans Through Strategic PR: Mental Health Awareness Meets Professional Purpose

During Mental Health Awareness Month and Military Appreciation Month, public relations professionals have a unique opportunity to leverage their expertise for a critical cause: supporting veterans struggling with PTSD and mental health challenges.

The Hidden Battle: Understanding the Need

When military personnel return home, many carry invisible wounds that prove just as challenging as physical injuries. The statistics are sobering: approximately 29% of veterans who served in Operations Iraqi Freedom and Enduring Freedom experience Post-Traumatic Stress Disorder, according to the U.S. Department of Veterans Affairs.

Behind these numbers are real people — mothers, fathers, siblings, and friends — working to reintegrate into civilian life while battling the psychological aftermath of their service. Many therapeutic programs designed to help these veterans operate with limited resources and minimal marketing expertise, despite providing life-changing support.

The PR Professional’s Unique Value Proposition

Public relations practitioners possess the skills these organizations need most: crafting compelling narratives, building community connections, and amplifying important messages. Your professional expertise can be the difference between a program reaching ten veterans or reaching a thousand who desperately need help.

Five Strategic Ways to Make an Impact

1. Provide Pro-Bono Strategic Counsel

Even a few hours of professional PR support can transform an organization’s outreach. Help refine messaging, develop media kits, or prepare spokespeople for interviews. Programs like PRSA Orlando’s “PR Paid Forward” event, in partnership with FPRA Orlando, facilitate these collaborations by connecting professionals with worthy causes.

2. Bridge Media Relationships

Local media outlets actively seek meaningful stories about veterans and mental health, especially during awareness months. Your existing relationships and media knowledge can open doors that these organizations might not know how to approach.

3. Develop Digital Communication Strategies

Many therapeutic programs are led by passionate advocates who excel at helping veterans but lack digital marketing expertise. Your social media and content strategy skills can exponentially expand their reach.

4. Facilitate Strategic Partnerships

Leverage your professional network to connect veteran support organizations with potential corporate sponsors, community partners, or collaborative opportunities they might never discover themselves.

5. Champion Mental Health Awareness

Use your platforms and influence to reduce PTSD stigma and promote understanding of veterans’ experiences. This includes resharing content, engaging with local representatives about mental health legislation, and incorporating veteran awareness into your broader communication efforts.

Success Stories: PR in Action

Two organizations demonstrate how strategic PR support transforms veteran services:

Veterans Kayak Fishing: Finding Peace on the Water

Founded by Army National Guard veteran Clay Ragsdale in north Georgia, Veterans Kayak Fishing takes veterans onto peaceful waters where rhythmic paddling, focused fishing, and veteran camaraderie create powerful healing environments.

“Being on the water brings a sense of calm that’s hard to find elsewhere,” Ragsdale explains. “When veterans are fishing, they’re present in the moment, not reliving the past or worrying about the future. It’s mindfulness in action.”

PRSA Orlando member Heather Wilson has provided pro-bono support by researching speaking opportunities throughout Georgia, developing targeted media lists, and pitching Atlanta and North Georgia media outlets about VFK’s mission — work that significantly expanded the organization’s visibility and reach.

Life Reins: Healing Through Equine-Facilitated Psychotherapy

Horses prove uniquely suited as therapeutic partners for veterans with PTSD. Based in Central Florida, Life Reins provides equine-facilitated psychotherapy (EFP) programs for underserved populations experiencing trauma, including veterans. Their recent showcase at a Veteran Wellness Fair in Orlando demonstrates their growing impact.

“It’s an honor to be a part of such an incredible vision, and I hope to continue to showcase our passion for EFP and how it can be a powerful treatment modality for mental health recovery,” said Amber Conte, LMHC, QCS, CCTP, President and Founder of Life Reins.

Participants see tangible results: “Life Reins has been instrumental in helping us achieve key quality of life milestones, exemplified by improved emotional well-being and self-esteem in our graduates,” shared a participant from Tri-County Women Veterans, Inc.

PRSA Orlando member Camilla Chapman, APR, provided pro-bono PR counsel to Life Reins as a PR Paid Forward participant, helping amplify their message and expand their community connections.

Your Call to Action

This Mental Health Awareness and Military Appreciation Month, consider how your communication expertise can support those who served our country. Whether through formal pro-bono partnerships, media relationship building, or simply sharing stories that reduce stigma, PR professionals have the power to create meaningful change.

Every veteran reached through improved visibility represents a life potentially transformed. Your skills, network, and platform can be the bridge between life-changing therapeutic programs and the veterans who need them most.

Additional Resources

For more information on organizations providing therapeutic support to veterans with PTSD:

Heather Wilson is a proud wife of an Army veteran, has advocated for veterans at the Pentagon, and has provided pro-bono PR counsel for Veterans Kayak Fishing. Special thanks to Camilla Chapman, APR, who provided pro-bono PR counsel for Life Reins Inc. (2025 PR Paid Forward participant) and contributed to this article.

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