Every November, stations dust off their patriotic playlists. They share American flags on social media and thank those who served. There’s nothing wrong with any of that. However, with Veterans Day arriving Wednesday, I want to make sure no station misses a bigger opportunity.
Our industry has spent decades touting its connection to local communities and we keep hearing over and over that leaning into those local connections in radio may be the most powerful tool we have in setting ourselves apart from our streaming and digital media competitors. So, for us radio folks, Veterans Day should mean more than just another date on the promotional calendar. It gives us a chance to tell the stories of and make connections with the people living in our listening areas.
ESPN Sets the Bar
Last week, ESPN announced its annual America’s Heroes Veterans Week. The nine-day initiative runs November 6 through 14 across television, radio, digital, and social platforms. It includes interviews, special features, and military tributes honoring veterans, active-duty service members, and their families. Meanwhile, ESPN Radio will air themed segments, interviews, and tributes throughout the week.
That’s a significant commitment from one of the country’s largest media companies.
Of course, your local music station probably lacks ESPN’s resources, production teams, and promotional budget. Still, it has something ESPN may not. It has a personal connection to the veterans down the street. They work at local businesses, coach youth sports, and volunteer in the community.
Those are the stories worth telling.
Better yet, stations don’t need months of planning or an elaborate promotion to make an impact. Programmers, morning shows, and digital teams can tap plenty of resources right now.
Start With the Stories
Local veterans organizations offer an easy starting point. Your community’s American Legion and Veterans of Foreign Wars (VFW) posts are full of people with stories to share.
First, reach out to a local chapter. Then, invite a veteran to join your morning show. Ask about their service, their transition back to civilian life, or their work in the community today.
And since we’re in music radio, why not ask about the songs that carried them through?
For example, did a song remind them of home during deployment? Did they bond with fellow service members over a particular artist? Does one track instantly transport them back to a specific moment?
Now imagine that veteran introducing the song on your station and sharing the story behind it. That moment connects music, storytelling, and community. A generic patriotic playlist simply can’t replicate it.
Borrow From the Best Storytellers
Need inspiration? StoryCorps’ Military Voices Initiative features recorded conversations with veterans, service members, and military families. In addition, the project offers question lists and recording tips that can help shape your interviews.
Similarly, the Library of Congress Veterans History Project collects and preserves firsthand accounts of military service. Stations can explore its interviews and historical materials. They can also encourage local veterans to preserve their own stories through the project.
Both make excellent starting points for original content. Just remember to secure the proper permissions before rebroadcasting any existing recordings.
Short on Time? Start Here
I understand the reality of today’s environment. Programming teams run lean. Morning shows juggle multiple responsibilities. Plus, some stations lack the staff to build a Veterans Day initiative on two days’ notice.
Fortunately, several resources require very little production time.
The Department of Veterans Affairs Radio Outreach Program offers free, downloadable PSAs in 15, 30, and 60 second versions. Each comes with an accompanying script. The spots cover VA health care, disability compensation, home loans, financial scams, and other benefits for veterans and their families.
So rather than filling every break with a generic thank-you, use some of that airtime to share information that could genuinely help a listener.
Additionally, the VA maintains an official Veterans Day resource page. It features downloadable artwork, educational materials, radio PSA information, and details on the national ceremony at Arlington National Cemetery.
Stations can put these free tools to work immediately.
Think Beyond the Microphone
Veterans Day content doesn’t have to live only on the air.
For instance, ask listeners to shout-out veterans in their lives for recognition on your social channels. You can also spotlight veteran-owned businesses in your market. Likewise, share details about local ceremonies and community events. Then connect with a local American Legion or VFW post to learn about its year-round work.
Another option is partnering with Disabled American Veterans (DAV). The organization helps veterans navigate benefits, employment, and other challenges. This is the organization that ESPN has supported career fairs for which has helped generate more than 10,000 job offers over the past four years.
Above all, make veterans part of the conversation, not just the subject of a promotion.
Keep in mind that not every veteran wants to discuss their military experiences. Some would rather talk about their lives and accomplishments after service. Let them guide the conversation.
Nonprofits Worth Amplifying
Of course, stations don’t have to build everything from scratch. Several national nonprofits already do remarkable work for veterans and their families. Better yet, each one offers a natural on-air or digital hook.
Folds of Honor focuses on education. The organization provides scholarships to the families of military members and first responders. In fact, it has awarded 86,000 educational scholarships since 2007. Additionally, 91 percent of its annual expenses go directly to the scholarship program. Stations could invite a local scholarship recipient on air to share how the support changed their family’s path.
Wounded Warrior Project started small. In 2003, it began delivering simple care and comfort items to the hospital bedsides of the first service members wounded in Iraq and Afghanistan. Today, it focuses on the overall well-being of post-9/11 wounded, ill, or injured veterans. Its programs cover mental health, financial wellness, independence, and community connection. Best of all, warriors, families, and caregivers pay nothing for them.
SongwritingWith:Soldiers might be the most natural fit for music radio. Singer-songwriter Darden Smith co-founded the nonprofit in 2012. It pairs veterans, service members, and military families with professional songwriters to turn their stories of service and coming home into songs. The results go beyond the music, too. A Harvard Massachusetts General study found the sessions cut PTSD symptoms by 33 percent and depression symptoms by 25 percent. Since the organization records and streams many of these songs, stations could feature one on air alongside the veteran who helped write it.
Northwest Battle Buddies brings a four-legged angle. Based in Battle Ground, Washington, the nonprofit pairs combat veterans with PTSD with professionally trained service dogs at no charge. Founder Shannon Walker has created more than 300 veteran and dog partnerships since 2012. Listeners can also support a future service dog through its Pledge-A-Pup monthly giving program. Pet stories already perform well on social media, so this one practically writes itself.
Localism Is More Than a Sales Pitch
Our industry spends a lot of time discussing the value of local radio. We talk about community engagement, local personalities, and the relationships that set broadcast apart from streaming and national platforms.
Veterans Day gives us a chance to show what that really means.
After all, it’s easy to talk about community connection. It’s another thing to know your neighbors well enough to tell their stories.
Make It Year-Round
Perhaps the bigger opportunity extends beyond this Wednesday.
What if stations committed to featuring a local veteran every month? What if we built lasting relationships with veterans organizations instead of calling once a year? And what if we regularly highlighted veterans in our own industry, our local businesses, and our neighborhoods?
Those relationships could generate meaningful content long after the patriotic playlists go back on the shelf.
There’s Still Time This Week
In the meantime, you can still act before Wednesday. Call a local veterans organization. Download a VA PSA. Ask listeners to share the names of veterans they want to recognize. Then invite someone into the studio and let them tell their story.
It doesn’t have to be complicated, expensive, or perfectly produced.
Ultimately, your community is full of veterans with stories worth telling. The question isn’t whether those stories exist.
The question is whether your station will put a microphone in front of them.
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