Implementing Public Engagement

Engaging Veterans and Members of the Military

Know Beforehand

There are approximately 72,000 civilian veterans in the city of San Diego, or approximately 7% of the total population (2023 American Community Survey 5-Year Estimates, U.S. Census Bureau). Additionally, according to the San Diego Military Advisory Council, there are 115,00 active-duty military members in the city, mostly enlisted in the Navy and the Marine Corps.

Become familiar with military culture, values, terminology and the experiences of service members and veterans. Veterans and active-duty military share a unique experience and language. Learning about their communities can support meaningful engagement and cultivate trust. Here are some elements to consider:

• Values & principles
  • Core values that may guide service members' actions and decisions include courage, commitment, teamwork and sacrifice. Strong bonds are often formed among service members, emphasizing loyalty, trust and mutual support.
  • The military operates on a strict hierarchy of rank and chain of command. Respect for rank and authority is deeply ingrained. Using honorific terms of address like “sir” or “ma'am” may be normalized and even directed at people in authority outside of military contexts.
  • Military people tend to value being part of something bigger than themselves, and a willingness to give their lives for that greater cause.
  • Military people tend to value authenticity and directness. Engaging honestly and clearly will likely produce the best results with this community.
  • Family is a priority for many active-duty military members. Outreach and engagement efforts that consider and include the entire family will be appreciated.
• Structure
  • The U.S. military has six branches: Army, Marine Corps, Navy, Air Force, Space Force and Coast Guard. Each branch has its own culture and traditions.  

While there may be shared values and cultural norms, it is also important to recognize that this is a diverse community. Veterans and people in the military encompass different branches, ages, ranks, reasons for joining the military and military service experiences. Some may not appreciate language that conflates branches or assumes shared experiences. Make every effort to research and learn about the nuances and distinctions. Below are some examples:

• Some active-duty military can be as young as 17 or older than 60.
• Some military people have experienced trauma and may develop post-traumatic stress disorder (PTSD) from their service. Combat veterans are more likely than non-combat veterans to have had a challenging or traumatizing experience.
• The technical term for “Veterans” refers to people who have served, whereas “Retired Military” refers to people who served when there was no war and retired after at least 20 years of service. Consider the significance of these terms and varied experiences.
• Just as the non-military general population, life outcomes and experiences, including educational, socioeconomic, post-service employment and mental health, can vary widely among the veteran population.

Veterans often have an innate sense of commitment to service. They may not only be interested in participating in engagement opportunities and providing input, but also willing to volunteer time to support engagement planning and outreach. Reach out to local veterans’ organizations to find interested members.

Challenges and Barriers to Participation

• Trust and privacy concerns: Depending on the experiences of veterans or active-duty members, there may be distrust toward governmental institutions and/or skepticism around sharing personal information due to concerns about how it will be used.
• Physical accessibility: Some veterans may have disabilities that require special accommodations.
• Mental health:
  • Veterans, especially older ones, may feel socially isolated or disconnected from their communities.
  • PTSD, anxiety and depression are prevalent among veterans and can affect their willingness and ability to engage.
  • Veterans and active-duty military members may feel misunderstood or stigmatized due to misconceptions about military service and mental health.
• Cultural differences: Military culture can differ significantly from civilian life.  Differences in language and experience between civilians and military personnel can create communication barriers and misunderstandings.
• Availability: Active-duty military members may have limited availability due to daily assignments, training, relocations and deployments.

Outreach

Outreach Material

• Use inclusive imagery to capture diverse representation of people in the military. Include diverse genders, ages, racial and ethnic groups and representation of different branches and ranks.
• Consider working with a veteran advisor to develop relatable and relevant materials to the military community. Make sure that all materials are accessible.
• Use correct terminology: Become familiar with basic military terms but avoid overusing jargon or acronyms.

Outreach Channels

• Connect with veterans through organizations that serve the population including advocacy organizations, housing facilities for veterans, veterans service clubs, Veterans Administration (VA) medical center or clinic, state veterans’ homes, senior centers, churches and other community-based organizations.
• If the intention is to reach out to active-duty military and families, contact a Family Readiness officer or ombudsman at a local base.
• The San Diego Military Advisory Council and community liaisons at local military bases may be helpful in connecting with active-duty military members and veterans.
• Participate in job fairs, health fairs, military appreciation days and other community events whose intended audience is veterans.

Engagement

• To support authentic input and engagement, consider planning closed engagements specifically for military communities. The subculture and experiences of military people (veterans or active-duty members) can be very distinct from non-military people.
• Collaborate with veterans’ organizations to create engagements that provide practical resources. Consider how to organize an event that gathers input while also connecting people with resources to meet specific needs such as employment, mental health and housing.
• Consideration of the needs of both parents and children is an important element of engagement with members of the military. Active-duty members may be away from their families for up to a year at a time, and while they are gone, the partner or spouse may be parenting children alone. Because of this, time spent with family or other personal time is of high value. Create a family-friendly environment by providing childcare and fun activities for older children. Meals together, community games and kid-friendly spaces will be appreciated.
• Show respectful appreciation. Express gratitude for their service or their family member’s service.
• Don’t ask questions about service experiences. Because experiences can carry stress, trauma, fear of judgment or other stigmas, it’s best to refrain from asking questions. Allow people to share their own story voluntarily and without prompting.
• Create a comfortable and trauma-sensitive seating arrangement. In consideration that some may have undergone trauma, have seating options whereby guests can see the exits and be mindful of not overcrowding. Larger rooms or smaller groups may be more comfortable.