Veterans Day Stand Down Communications Project Portfolio

Introduction to the Stand-Down Event

During the Vietnam War, a stand-down command meant that troops were allowed a period of rest following offensive hostilities. More recently, the stand-down concept has been applied to annual events in many American cities designed to help homeless veterans and others in need of social services. Although tens of thousands of veterans remain homeless across the country today, their numbers have declined in recent years due in large part to these community-level stand-down events. To further these laudable objectives, this paper provides a situational analysis of five communications that can be used to promote a stand-down event in a typical American city, followed by a discussion of lessons learned and their applicability to real-world situations. Finally, a summary of important findings is provided in the conclusion.

Explanation of the Stand-Down Event

According to the National Coalition for Homeless Veterans, in Vietnam, "Stand Down afforded battle-weary soldiers the opportunity to renew their spirit, health and overall sense of well-being. That is the purpose of the Stand Down for homeless veterans, and achieving those objectives requires a wide range of support services and time" (Stand Down 1). The first stand-down event was held in the summer of 1988 in San Diego, and based on the popularity of that event, the number of stand downs has steadily increased to 190 across the country annually (Stand Down Guide 1). Although firm numbers are unavailable, current estimates place the number of homeless veterans assisted in 2009 at more than 42,000 (Stand Down Guide 1). The popularity of these events is based in large part on the fact that they make a wide range of services accessible to homeless veterans in a single location (McMurray 3).

Because many of the targeted veterans may lack ready access to online resources due to a lack of funds or their homeless condition, formulating effective communications to promote this event represents an especially challenging enterprise. Nevertheless, it is possible to reach out to these veterans using the communication strategies and messages described below.

Situational Analysis for Five Communications

A situational analysis for each of the five communications is provided below.

Content: The textual and visual content of the first communication could appear as follows:

To Stand Down — and take advantage of this 3-day event that includes services and activities targeted to meeting your basic needs as well as the longer-term rehabilitation objectives for homeless veterans today. The Stand Down begins on Monday, January 2, 2017, and runs through January 4, 2017. The Stand Down will take place at the National Guard Armory, and transportation is available from local chapters of the Disabled American Veterans. Please contact them or notify a Vet Center staff member for details.

Purpose: The purpose of this communication is to encourage veterans in need to attend the stand-down event to receive the support services available to them.

Audience: Although all veterans are welcomed at stand-down events, this communication is specifically targeted at homeless veterans and those in need of social services.

Role: The role of this communication relates to the Vet Center setting in which it will be displayed.

Tone: The tone is military-themed and intended to appeal to the patriotic sensibilities of most veterans.

Medium: This communication will be an 11" × 17" color poster — the maximum size that most commercial copiers can accommodate.

Organizational Context: The Department of Veterans Affairs currently operates 300 Vet Centers across the country, offering a range of mental health and other support services for veterans. These facilities are therefore an especially valuable venue for communications concerning a stand-down event.

Constraints: This communication is constrained by the limited number of veterans it will reach, as it depends on individuals already visiting a Vet Center.

Content: The content of this communication will consist of a brief history of stand-down events since 1988 and factual data concerning the targeted audience, the services that will be offered, the dates and location of the event, and the availability of transportation through the DAV for veterans in need.

Purpose: The purpose of the press releases will be to educate the general public about the stand-down event so that they can share the information with veterans who may not otherwise be able to learn about it.

Audience: The audience for the press releases will include city editors of local daily newspapers, editors of weekly newspapers, managing editors of local magazines, public service officials at local radio stations, and news directors at local television stations (Press releases 3).

Role: The role of this communication is directly related to its purpose of raising awareness of the stand-down event and the types of services that will be offered.

Tone: The tone will be factual but will also highlight the urgency of the need and the plight of homeless veterans in the local community.

Medium: A formal press release.

Organizational Context: The organizational context of this communication is mainstream media.

Constraints: Although some homeless veterans may see coverage of the stand-down event in local newspapers or magazines, most likely lack access to the types of media that will be targeted. Notwithstanding this constraint, raising awareness among the general public will help communicate the message through friends, family members, and fellow veterans.

Content: The content of this communication will be identical to the press release described above, but will also include graphics from previous events and representative photographs of veterans who were assisted in the past.

Purpose: Although homeless veterans lack ready access to online resources, such resources are available in most public libraries. Additionally, some veterans in need of the services offered at stand-down events are not homeless and will have access to online resources.

Audience: Veterans in need, as well as others who may be able to share the information with them.

Role: The role of this communication will be identical to that of the press releases described above.

Tone: The tone will be identical to that used in the press releases.

Medium: Web-based platforms.

Organizational Context: All major national service organizations — such as the VFW, DAV, and PVA — maintain a prominent web presence, and these resources can be used for this communication. In addition, the National Coalition for Homeless Veterans maintains fact sheets and guides concerning stand-down events that can also be utilized for this purpose.

Constraints: The constraint of this communication is identical to that of the press releases described above.

Content: The content of this communication will be identical to the poster described above.

Purpose: The purpose of this communication is to directly reach out to homeless veterans where they seek shelter.

Audience: Homeless veterans.

Role: The role of this communication will be identical to that of the poster described above.

Tone: Identical to the tone used for the poster.

Medium: An 8½" × 11" flyer distributed at local shelters and halfway houses.

Organizational Context: Local homeless shelters and halfway houses.

Constraints: Many homeless veterans may prefer to live outside shelters until inclement weather forces them to seek refuge, introducing seasonal variations in the effectiveness of this communication strategy.

Content: The content of this communication will consist of a memorized short script delivered by trained volunteers.

Purpose: Identical to the purpose of the flyers described above — to directly reach homeless veterans and encourage attendance at the stand-down event.

Audience: Identical to the audience for the flyers described above.

Role: In order to reach veterans who lack a permanent address, it will be necessary to "hit the bricks" and visit local shelters, halfway houses, and even encampments to find those veterans most in need of the services offered at stand-down events.

Tone: The tone will be consistent with the poster, accompanied by a friendly greeting, encouragement to attend the stand-down event, and, where appropriate, practical assistance such as a blanket, food, water, and change for a phone call to the DAV for transportation.

Medium: Verbal communication combined with copies of the flyers described above.

Organizational Context: Local charitable organizations and national service organizations will be asked to provide volunteers and resources.

Constraints: The potential for violence may exist when volunteers visit remote areas where homeless individuals congregate, which may limit the number of volunteers willing to participate.

Conclusion

Today, tens of thousands of America's veterans are homeless or are otherwise suffering from mental health and substance abuse disorders that prevent them from realizing their full potential as contributing members of society. Any one of the five communication strategies described above could help reach many of these veterans, and the combination of all five would likely produce impressive results. Moreover, this multi-channel approach reinforces the fundamental communications principle that using a variety of different media enhances the effectiveness of a message and increases the number of targeted audience members who are ultimately reached.

Works Cited

Costello, Margaret A. "Heroes or Hopeless? Homeless Veterans Caught in a Dysfunctional System." The Journal of Law in Society 13.2 (2012): 417–421. Print.

McMurray, Marsha. Homeless Veterans and Healthcare: A Resource Guide for Providers. Washington, DC: National Health Care for the Homeless Council, 2001. Print.

"Press releases." Gebbie Press. 2016. Web.

Stand Down. National Coalition for Homeless Veterans, 2016. Web.

Stand Down Guide. National Coalition for Homeless Veterans, 2016. Web.