JOTO PR Disruptors unveils the power of Anti-PR during high-visibility months like National Military Appreciation Month. By redefining authentic brand messaging with purpose-driven storytelling, companies like Zeel are setting the standard for connecting with audiences who crave trust and relevance.
TAMPA BAY, Fla., May 23, 2025 /PRNewswire-PRWeb/ -- Every May, brands flood the media with tributes to veterans for National Military Appreciation Month—but most fall flat. In a marketplace where consumers see between 6,000 to 10,000 ads a day, high-visibility dates often amplify the noise rather than break through it. (1) Traditional PR strategies and cookie-cutter campaigns get drowned out in oversaturated messaging, with every brand saying the same thing.
"You shouldn't sell WHAT you do. You should sell WHY it matters," says Karla Jo Helms (KJ), Chief Evangelist of Anti-PR™ and strategist at JOTO PR Disruptors™. "Brands relying on conventional tactics are missing the point. It's no longer about being part of the conversation—it's about shaping the narrative with purpose."
Breaking Free from PR Gimmicks
A State of the Connected Customer report shows that 68% of consumers believe brands should demonstrate real action, not symbolic gestures, during awareness campaigns. (2) Despite this clear mandate from the public, many brands make the mistake of launching loud, generic messaging with low impact during awareness or purpose-driven events. However, this strategy often backfires, causing their messages to fade into the background and fail to connect with today's discerning consumers.
Anti-PR flips the script. Rather than chasing attention through hype, it emphasizes authenticity, mission alignment, and real action—core elements that are increasingly in demand. "Consumers today are too savvy for slogans. They want purpose," Helms explains. "Trust is currency. If you're not showing up with something real, you're not showing up at all."
Lead with Why, Not What
One standout example of this approach in action is Zeel, a leading provider of in-home medical massage. Instead of relying on generic "thank you for your service" phrases, Zeel took meaningful action by offering a permanent 20% discount on all medical massage therapy services for veterans and active-duty members. This program wasn't just a marketing gimmick—it was a bold move rooted in their values.
Key elements that set Zeel's campaign apart:
- Radical Transparency: Communicating their long-term goal of redefining access to care.
- Data-Driven Storytelling: Backing their initiative with measurable outcomes tied to veteran wellness.
- Real Action: Committing to lasting change, not one-off PR stunts.
- Timely Relevance: Aligning messaging with key healthcare issues that matter most to today's veterans, while actively engaging military and vet communities.
Zeel's campaign isn't about riding a wave of seasonal relevance—it was about advancing a mission statement. The initiative became a proof point of how purpose-aligned messaging earns visibility, loyalty, and lasting impact.
Authenticity Is the New Differentiator
Anti-PR doesn't just help brands stand out—it strengthens trust and drives ROI by fostering deeper connections with audiences. Companies that embed their values into every campaign—not just during awareness months—build reputations that endure.
"Brands that miss the mark during cultural moments like Military Appreciation Month are wasting powerful opportunities," says Helms. "But those that align action with truth are remembered—not just for what they said, but for what they did."
About JOTO PR Disruptors™
Founded by PR veteran Karla Jo Helms, JOTO PR Disruptors™ emerged from extensive market research with CEOs of fast-growth companies. The agency combines crisis management skills with advanced media algorithms to develop Anti-PR® campaigns. Based in Tampa Bay, Florida, JOTO PR is globally recognized for its innovative Anti-PR services. More information is available at http://www.jotopr.com/.
About Karla Jo Helms
Karla Jo Helms is the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™.
She learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen or another is brutally rejected. Being an alumnus of crisis management, Karla Jo has worked with litigation attorneys, private investigators, and the media to help restore companies of goodwill back into the good graces of public opinion. Helms speaks globally on public relations, how the PR industry itself has lost its way, and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.
References:
1. Adfuel Inc. "The Daily Ad Exposure: How Many Ads Does the Average Person See Each Day?" Adfuel, 27 June 2024, goadfuel.com/the-daily-ad-exposure-how-many-ads-does-the-average-person-see-each-day/.
2. Eversoll Duggan, Cheyenna . "The Empathy Advantage: Using Customer Data to Personalize Marketing | Simon Data." Simondata.com, 2024, simondata.com/blog-posts/why-empathy-matters-when-it-comes-to-customer-marketing.
Media Inquiries:
Karla Jo Helms
JOTO PR™
727-777-4629
jotopr.com
Media Contact
Karla Jo Helms, JOTO PR™, 727-777-4629, [email protected], jotopr.com
SOURCE JOTO PR™
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