Louisville’s Eyewear Manufacturing Powerhouse: Congressman Morgan McGarvey Spotlights PDS Optical
How a strategic visit showcased a Veteran-owned small business as a "win-win-win" for Kentucky’s economy and our nation’s heroes.
Introduction
At Evocati PR, we believe that "PR with a Purpose" is about creating meaningful connections that drive real impact. On Wednesday, January 28, 2026, we saw that impact in action when Congressman Morgan McGarvey (KY-03) toured the facilities of our client, PDS Optical, a Louisville-based, service-disabled, veteran-owned small business (SDVOSB).
The visit was a masterclass in how authentic storytelling and strategic engagement can elevate a brand while honoring those who served. Congressman McGarvey, who serves on the House Committee on Veterans’ Affairs, spent the afternoon witnessing firsthand how PDS Optical manufactures high-quality, affordable eyewear for Veterans nationwide.
“In my book, this is a win-win-win company,” remarked Congressman McGarvey. “They are Veteran-owned and operated, hire Veterans, and serve the military and Veteran community. It’s also one of the largest privately-owned optical labs in America, employing nearly 220 Louisvillians.”
READ MORE: Rep. Morgan McGarvey Visits Veteran-Owned PDS Optical in Louisville
Screengrab: Congressmen McGarvey tours the optical manufacturing lab at PDS Optical covered during a segment on Spectrum News 1. (Source: Spectrum News)
The Work Behind the "Win-Win-Win"
While the earned media mentions on local outlets like Spectrum News and WLKY appeared seamless, they were the result of months of meticulous behind-the-scenes preparation by the Evocati PR team. As we often emphasize, the business that makes the fewest mistakes will succeed, and that starts with precision and quality control in the planning phase.
The road to this successful visit began back in September 2025. Our team, led by Account Executive Tory Hyde, coordinated a complex symphony of stakeholders, including the Congressman’s staff and the PDS Optical executive leadership team.
Our strategic approach included:
Media Strategy & Coaching: We developed comprehensive talking points for CEO Sean Loosen and Lab Director Bill Dufort, a Navy veteran. We even conducted a 30-minute "Practice Run" to ensure the team was comfortable and prepared for the media spotlight.
Resilience in the Face of Setbacks: The original September visit was postponed due to high-stakes government funding meetings in D.C. Rather than lose momentum, we put on more steam, amidst travel and weather constraints, EPR's team adapted to the last-minute changes.
Aggressive Media Relations: Our team engaged in a "PR frenzy" of cold-calling local news stations to ensure maximum attendance. This persistence resulted in confirmed attendance from multiple local affiliates, including Spectrum News and WLKY, a CBS affiliate. Following the coverage, Tory Hyde built relationships with the Louisville media to further highlight future PDS PR activations.
Showcasing Innovation and Community
Members of PDS Optical pose for a photo with Congressmen McGarvey, second from right. (Source: PDS Optical)
During the tour, the Congressman was given a sneak peek at PDS Optical’s latest manufacturing breakthrough: the Perfect Drying System. This innovation underscores the company’s role in making Louisville the eyewear manufacturing capital of Kentucky.
Beyond the technology, the visit highlighted the deep sense of camaraderie and shared purpose that defines the PDS Optical workforce—a culture that mirrors the bonds formed in the Armed Forces. By hiring Veterans and focusing on Veteran health and wellness, PDS Optical is doing more than just manufacturing glasses; they are building a community.
The Power of Purpose-Driven PR
The earned media coverage generated from this event—including broadcasts from Spectrum News and WLKY—reached thousands of viewers across the region. This is the tangible result of involving a PR firm from the start to identify the most compelling narrative and maximize reach.
“It has been such an honor to host Congressman McGarvey here at PDS Optical,” said CEO Sean Loosen. “We are grateful that he advocates for our nation’s Veterans, and we look forward to working together to provide the best support for them possible.”
At Evocati PR, we are proud to amplify the voices of businesses like PDS Optical that are dedicated to social change and purposeful leadership. If your business is ready to make a national or local impact, we are ready to help you tell your story. Contact us today to get started with a free discovery call.
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