A Christmas-week break: 4 stories that reminded me why PR matters

In this Christmas-week email, I’m skipping tactics and sharing four stories that reminded me why PR matters.

I get to see lots of pitches and placements – these four got to me the most, including two that made my eyes wet.

Behind each story is a PR pro doing the invisible work of getting the right people seen. Here you go, building to the most emotional ones at the end.

Zeke’s school accommodation (and a great kid quote)
The cheerful persistence of Erin Elswood, who advocated for an accommodation at her second-grader son Zeke’s school. I especially loved Zeke’s quote at the end.
Read it here
Placed by: Allie Gonzales, Notably

For Mom: donating blood every two months for 10 years
A football coach donates every 56 days in memory of his mom, who passed away from leukemia when he was a little boy.
Best version here
Alternative if paywalled
Placed by: Aonghus Kealy, Wilfrid Laurier University

Baby Wally: a 3% chance to live – and a twin who may have saved him
Mom Emilie was carrying fraternal twin boys when her water broke at 13 weeks. Amazing medical drama with a very emotional payoff.
Read it here
Placed by: Stefanie Peeler, Texas Children’s Hospital

Because not every story has a happy ending – but someone shows up anyway
At a hospital in Washington state, a family lost their baby during childbirth. The provider team prepared a memory box for the grieving parents, which usually includes a teddy bear – but they had run out. Nurse Raeli took matters into her own hands, and… well, have your tissues handy and get ready to have your faith in humanity restored.
Read it here
Placed by: Scott Thompson, MultiCare Health System

In closing, consider the spotlight you’ve helped shine this past year on inspiring stories in your own sphere. Thank you – that work matters more than we usually admit.