Celebrating Something Good (For A Change)

by lisa ~ November 12, 2009

Nov. 12, 2009 - As unemployment insurance claims by newly discharged veterans are increasing and troop levels in Afghanistan are under the microscope, Pres. Obama signed an executive order to encourage the employment of U.S. military veterans by the federal government. In honor of Veterans Day yesterday, the announcement about the new initiative was pitch perfect.

This space is usually reserved for critiques of companies’ marketing, advertising, and public relations errors, web site disasters, and customer service gaffes. But it was a pleasure to see a flawlessly presented government program.

According to The Washington Post’s Federal Diary blog, “Obama’s order says that it is ‘the policy of my Administration to enhance recruitment of and promote employment opportunities for veterans within the executive branch, consistent with merit system principles and veterans’ preferences prescribed by law. The Federal Government will thereby help lead by example in promoting veterans’ employment.’”

Make no mistake: Our president is acutely aware of the public relations value of this kind of announcement. His administration capitalized on a high-profile holiday (high-profile outside New York City, anyway) to address an issue that is of great concern not only to military families but also to red state Americans who are not traditionally Democratic supporters. In a word, it was brilliant.

Lisa Tibbitts  is the principal of Tibbitts Creative, a public relations and marketing service that emphasizes corporate communications. She has an extensive background in financial services and an MBA in marketing. Follow her on Twitter: http://twitter.com/FinancialPR.

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