This morning in Guaynabo, Puerto Rico, our client Experience Works introduced the world to Emilio Navarro, America’s Outstanding Oldest Worker
for 2010.

Emilio is 104 and still works 30 hours a week at the gaming machine company that he founded.

Working in public relations for almost 20 years, I’ve come to understand that some stories that we think are important just don’t catch on with the news media. It’s just a fact we live with every day.

I’ll admit, I was concerned this might be the case with Emilio’s story.

Would the media in the 50 states care about the achievements of a 104-year-old who lives in Puerto Rico? Would anyone care that Emilio is believed to be the oldest living baseball player from the Negro American leagues?

But sometimes in PR the stars align, which is fitting since Emilio played infield for the New York Cuban Stars from 1928 to 1929.

Our PR team put together a solid plan, and I am happy to report that the story of Emilio has literally made it coast to coast – from Miami to Seattle – and everywhere in between. The coverage included an Associated Press story and coverage from USA Today.

It’s these experiences that reinforce why I love working in public relations. We get the opportunity to bring attention to people who are breaking barriers, like Emilio, who serves as an important symbol to the thousands of Americans who – by their choice or necessity – continue working long past the traditional retirement age.

My long-time friend Georgene Lahm, who writes about seniors issues, and I used to kid each other that we will both be working well into our old age.

Most days, I don’t consider this work, so I say, batter up.