As of the beginning of this month, there have been more than 17,000 American military personnel who were injured while on duty in Iraq and Afghanistan. Since 2004, a non-
partisan and nonprofit organization called the Coalition to Salute America's Heroes has been providing financial assistance, renovations and construction for disability-
adapted homes, employment networking and educational and service events for the veterans and their families.
The PR generated by this group's mission caused more than a few people to wonder why they are involved in work one usually associates with the Department of Veteran
Affairs. "We get asked that quite a lot," acknowledges Doug Plank, the Coalition's executive director, who notes a variety of issues (such as delays and errors in paperwork
filing and processing) often results in veterans being without assistance and support. "We're addressing the gaps. The VA is doing extraordinary things, but as with anything there
are areas for improvement."
For Plank, a key PR initiative has been generating corporate interest in helping veterans in need of civilian employment. "We are trying to work with corporations directly and
ask them if they have openings to hire one, two, five, 10, whatever number of qualified people," he says. "Not because they were wounded, but because they have great skill
sets."
The PR push also involves corporate fundraising and donation programs. Giant Foods/Stop & Shop, Lockheed Martin, Re/Max and Glaxo-SmithKline have responded to
the Coalition's appeals for assistance. The sports and entertainment industries have also responded, as luminaries including singer Toby Keith, NASCAR's Joe Nemechek and
Hollywood "10" Bo Derek appearing in PSAs and meet-and-greets with veterans and their families.
Plank notes his work has not been easy. "The dollar amounts we've raised have been nice and very helpful, but we're still needing millions more," he says.
Contact: Doug Plank, 310.403.3057. The Coalition to Salute America's Heroes is online at http://www.saluteheroes.org.