Objective

The objective of this communications plan is to launch a blog series that raises awareness about the ongoing displacement issues in the Little Burgundy neighborhood, inspired by the 1968 documentary. The blogs share personal stories of residents who experience loss of home, culture, and community due to urban development. By publishing emotional and reflective narratives, the goal is to build trust with audiences, educate the public, and position Little Burgundy as a community that actively listens, uplifts marginalized voices, fights for policy reform and honours community history.

 Relevant Spokespeople

These spokespeople represent lived experience, cultural identity, and community resilience:

• Renee Paterson (fictional) – A woman in her 60s who is displaced from her home as a child. She now uses her voice to raise awareness about housing injustice and generational trauma.
  
• Andre Bell (fictional) – A former jazz musician who loses both his home and access to local venues. His story highlights the erasure of culture in the name of progress.
  
• Sophie Smith (fictional) – A second-generation immigrant whose family bakery closes during redevelopment. She expresses her story through poetry and youth mentorship.
  
• Jules Rivera (fictional) – A spoken word artist who collaborates with Little Burgundy to help interpret community stories through poetry and performance.
  
• Community Elders (fictional)– A rotating series of real or fictional older residents who share memories, traditions, and reflections through written stories and voice recordings.
  

Blog Topics

1. “Our House Isn’t Just a Building – Renee’s Story”

Renee opens up about what it feels like to lose a home and the emotional scars that come with it. She shares how that moment affects her identity and inspires her advocacy work today.

2. “The Day the Music Fades – Andre’s Story”

Andre reflects on the music scene that once defines Little Burgundy. He shares how redevelopment changes the rhythm of his life and how he works to preserve the sounds of his youth.

3. “The Bakery That Brought Us Together – Sophie’s Story”

Sophie tells the story of her family’s bakery—once a hub of connection and comfort. She shares how its loss motivates her to keep culture alive through art and mentorship.

4. “Echoes in the Walls – Anonymous Voices of the Past”

This blog features powerful, anonymous stories from elders who experience displacement. Their words are short, raw, and honest—giving space to voices that are often silenced.

5. “We Remember Because We Must – A Community Gathering”

This post captures a storytelling night hosted by Little Burgundy. Through poetry, music, and shared memories, the event becomes a space for healing and unity.

Strategy for Gaining Feedback

To ensure that the blog content resonates and makes an impact, the following tools and strategies are in place:

• Click-Through Rate Tracking: Each blog post is shared through newsletters, social posts, and in-store QR codes. CTR helps track which stories generate the most interest.
  
• Comment Sections: Each blog post includes an open (moderated) comment space for readers to reflect, connect, and share their own experiences.
  
• Prompted Reflections: At the end of each blog, a question encourages readers to respond—for example: “Have you or your family ever experienced displacement? Share your thoughts.”
  
• Quick Polls: Anonymous polls allow readers to provide instant feedback about the what the readers want to see more of.
  

How Feedback Helps

Feedback plays an essential role in shaping the campaign:

• It helps us understand emotional resonance comments and poll responses show whether the stories are connecting with readers on a deeper level.
  
• It gives us the ability to adjust future blog topics to reflect what readers care about most—whether it’s more cultural stories, historical context, or calls to action.
  
• It creates a sense of community participation, allowing people to see themselves in the content and feel invited to contribute.
  
• It allows the brand to measure trust, the more people come back, comment, or share, the stronger the relationship becomes.
  

Justification for Blog Topics

The blog topics are chosen intentionally to build trust and educate. Here’s why they matter:

• They are rooted in real emotion focusing on personal stories helps readers connect with the issue of displacement in a human, relatable way.
  
• They offer historical and cultural context people learn about what happened in Little Burgundy not through stats or dates, but through the voices of those who lived it.
  
• They create space for healing and conversation by telling the truth and giving the community a voice, the blog becomes more than a content platform—it becomes part of a movement.
  
• They reflect the brand’s values Little Burgundy stands for culture, inclusivity, and storytelling. These blog topics align with that identity and strengthen it in the public eye.

Content Calander 

Campaign Duration: April 7, 2025 – June 2, 2025
Publishing Frequency: Bi-weekly (Every other Monday)
Publishing Time: 9:00 a.m

1. April 7, 2025 “Our House Isn’t Just a Building, Renee’s Story”
The series launches with Renee’s powerful story of childhood displacement. She reflects on the emotional toll of losing her family home during the urban redevelopment of Little Burgundy, how it affected her sense of safety and identity, and how she continues to advocate for housing justice today. This post sets the tone for the campaign—personal, honest, and rooted in lived experience.

2. April 21, 2025 “The Day the Music Fades, Andre’s Story”
Andre, a former jazz musician, shares how the cultural heartbeat of Little Burgundy was disrupted when the neighborhood’s music venues and gathering spaces disappeared. His story reflects the deep connection between place and culture, and how the loss of space leads to the erasure of entire communities’ creative expression.

3. May 5, 2025 “The Bakery That Brought Us Together, Sophie’s Story”
Sophie tells the story of her family’s bakery, a community hub filled with warmth, food, and memory. The closure of the bakery during redevelopment left more than a physical gap it disrupted relationships and erased cultural traditions. Sophie now uses poetry and mentorship to preserve what her family created.

4. May 19, 2025 “Echoes in the Walls, Anonymous Voices of the Past”
This post brings together short, anonymous testimonies from residents who experienced forced relocation. Each voice shares a different memory some painful, some nostalgic but all united by loss. These reflections remind readers that every demolished building held a story, and not all of them were documented.

5. June 2, 2025 “We Remember Because We Must, A Community Gathering”
The final blog post recaps a community storytelling night hosted by Little Burgundy. Featuring performances from local artists, intergenerational conversations, and emotional tributes, the event becomes a moment of healing and solidarity. This blog brings the campaign full circle, showing how sharing stories helps communities move forward while honouring the past.

Caption:
A poster promoting the Little Burgundy Housing Justice Forum, scheduled for May 5, 2025, at Union United Church in Montreal. The artwork features smiling residents standing in solidarity for housing rights, reflecting community strength and optimism.

Author Credit:
Illustration created by Alysha Penman

Usage Rights:
This image is in the public domain and may be used freely by media outlets, organizations, and individuals for non-commercial and commercial purposes without attribution. No permission is required

Caption:
A digital media graphic designed as the homepage of the website for the Little Burgundy Housing Justice Forum, scheduled for May 5, 2025, at Union United Church in Montreal. The artwork features smiling residents standing in solidarity for housing rights, symbolizing community strength, resilience, and hope. This graphic will also be promoted on Instagram as a post to drive traffic to the website and highlight the latest community blogs and updates.

Author Credit:
Illustration created by Alysha Penman

Usage Rights:
This image is in the public domain and may be used freely by media outlets, organizations, and individuals for non-commercial and commercial purposes without attribution. No permission is required.

FACT SHEET: Little Burgundy Housing Justice Forum (fictional information)

1. Goal: To create actionable, resident-driven policy recommendations that prioritize affordable housing, protect historic communities, and prevent future displacement.
   
2. Host Organization: Montreal Citizens’ Committee
   
3. Confirmed Speakers: Local residents, housing advocates, and long-standing community organizers (names to be announced)
   
4. Key Issues: Gentrification, forced displacement, housing affordability, policy reform, and cultural erasure
   
5. Location: Union United Church, 3007 Delisle Street, Montreal, QC
   
6. Purpose: To unite residents, advocates, and community members to address displacement and push for community-led housing policies.
   
7. Historical Context: Little Burgundy has been disproportionately affected by housing and infrastructure projects since the 1960s, displacing thousands of working-class Black families.
   
8. Date & Time: May 5, 2025, from 5:00 PM to 8:00 PM
   
9. Event Name: Little Burgundy Housing Justice Forum
   
10. Format: Panel discussions, open mic, breakout sessions for solution-building
    
11. Government Policy Focus: Current redevelopment strategies prioritize economic growth and infrastructure over long-standing communities, often ignoring the social impact of forced relocation.
    
12. Housing Statistics: Over 3,000 residents of Little Burgundy were displaced between the 1960s and 1980s due to urban renewal projects, and housing costs have risen over 40% in the past decade.
    
13. Community Advocacy Goals: The Citizens’ Committee is calling for rent control measures, permanent affordable housing protections, and legal support for tenants facing eviction.
    
14. Zoning Concerns: Current zoning changes have allowed luxury developments in areas historically reserved for low- to middle-income families, accelerating the rate of gentrification.

Residents Unite for Justice: Little Burgundy Housing Forum to Amplify Community Voices

The Housing Justice Forum will gather residents and advocates to stand up for housing rights and build people-powered policy.

Montreal, QC April 4, 2025 – The Montreal Citizens’ Committee will host the Little Burgundy Housing Justice Forum on May 5, 2025, at the Union United Church from 5:00 PM to 8:00 PM. This peaceful, community-led event invites residents, neighbors, and civic leaders to come together and protect the historic Little Burgundy neighborhood from ongoing displacement caused by harmful housing policies and government overreach.

The forum will feature panel discussions with long-time residents, grassroots organizers, and guest speakers from advocacy organizations across Montreal. Topics will include resistance to urban renewal projects, the importance of preserving Black cultural spaces, and the creation of community-led policy alternatives that center dignity, affordability, and heritage. The event will also include an open mic portion, encouraging attendees to share stories, concerns, and visions for a future where no one is forced from their home.

“Our families have lived here for generations,” says Claudine Baptiste, a fictional spokesperson for the Montreal Citizens’ Committee. “We are not against growth we are against erasure. This forum is about finding solutions with the community, not for them.”

Since the 1960s, Little Burgundy has faced wave after wave of government-sanctioned evictions and redevelopment plans that have displaced thousands of residents—many of whom were working-class Black families. Today, as gentrification creeps back into the neighborhood under a new name, community members are once again organizing to resist displacement and reclaim decision-making power.

The Little Burgundy Housing Justice Forum is open to all members of the public and calls on Montrealers to stand in solidarity with Little Burgundy. Attendees will participate in breakout sessions to propose alternatives to top-down policy decisions and outline steps toward collaborative planning models that honor community voices.

With an emphasis on peaceful collaboration, storytelling, and action, this forum is more than an event it’s a step toward justice.

About the Montreal Citizens’ Committee
The Montreal Citizens’ Committee is a grassroots advocacy group dedicated to amplifying the voices of residents affected by housing policy and urban redevelopment in Little Burgundy. Formed in the 1960s, the group remains committed to civic participation, cultural preservation, and housing justice.
Contact Information:
For more information, email littleburgundycommittee@gmail.com or visit us in person at the Little Burgundy Community Centre.

Starbucks is Taking Sustainability to the Next Level (and You Can Be Part of It!)

If you’ve ever grabbed a cold drink from Starbucks, you know how great their cups feel sturdy, reliable, and ready to hold your iced latte or refreshing iced tea. But here’s the thing: Starbucks is making those very cups better for the planet.

In April  2024, Starbucks announced a huge step in their sustainability efforts: they’ve redesigned their cold drink cups to use 20% less plastic! This is part of their bigger mission to reduce their climate, water, and waste footprints by half by 2030. And trust me, this isn’t just about looking good on paper it’s about real action that makes a difference.

You might be wondering how they did it. Well, the packaging designers at Starbucks found a way to keep the cups sturdy enough to slide across counters, hold a securely snapped-on lid, and feel just right in your hand all while using less plastic. So now you can sip your favorite cold drink, knowing that the cup you’re holding is a little friendlier to the environment.

But that’s just the beginning. Starbucks isn’t stopping at cutting back on plastic. They’re committed to making all their packaging reusable, recyclable, or compostable by 2030. Plus, they aim to use 50% recycled materials and cut their use of virgin fossil fuel-derived sources by 50%. They’re rethinking everything from the materials they use to how they design packaging—constantly innovating to reduce their environmental footprint.

It all started with small changes, like going straw-free with their sip cup lids, and now they’re taking even bigger steps by reducing plastic in their cold cups. These changes are a part of a bigger vision to create a greener future for everyone. At the heart of everything Starbucks does is their mission to inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time. They’re all about inclusivity, ethical sourcing, and sustainability. And by making these changes, Starbucks is showing that it’s possible to make a difference, one cup at a time.

The next time you’re at Starbucks, grab your iced drink and feel good about that 20% less plastic in your cup. Want to go even further? Consider choosing a reusable cup the next time you order. You’re not just helping reduce plastic waste; you’re supporting a company that’s committed to a greener, more sustainable future.

  Starbucks Has Taken Sustainability to a New Level

Starbucks has innovated upon old cup designs to cut back on 20% of plastic.

Kamloops, BC – March 15, 2025 – Starbucks is waging a war against plastic by introducing sustainable initiatives that reduce waste. As part of its global commitment, the company aims to cut its climate, water, and waste footprints in half by 2030. A major step toward this goal was the redesign of its cold drink cups, which now use up to 20% less plastic. These new cups began rolling out in North American stores on April 18, 2024. The packaging designers at Starbucks were able to find out that you can still have a sturdy cup that can slide across a counter, have a lid snapped on and feel secure in a customer’s hand with less plastic. 

Starbucks continues to make strides in sustainable packaging. By 2030, the company aims to ensure its packaging is 100% reusable, recyclable, or compostable, made from 50% recycled materials, and produced using 50% fewer virgin fossil fuel-derived sources. We continue to push for sustainability by innovating on packaging design, reconsidering materials, and looking for new ways of creating sustainable impacts within the industry. Our goal of creating a greener future is at the forefront of what we do and how we do it. 

We remain committed to our environmental promises, as we “give more than we take from the planet.” It started with our sip cup lids and going straw-free, and now we’ve taken it a step further by reducing the plastic in our cold cups.

Starbucks’ mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. The company values inclusivity, ethical sourcing, and sustainability. It embraces innovation and challenges to drive positive change while building meaningful connections with customers, employees, and communities. Acting with integrity, transparency, and respect for people and the planet is at the core of its business. Through sustainability efforts, ethical practices, and community impact, Starbucks continues to make a difference worldwide.Enjoy a colder brew in a cup designed to reduce plastic waste by 20%—a small change with a big impact. By choosing Starbucks’ reusable cups, you’re not just sipping your favorite drink—you’re supporting a company that stays true to its mission of sustainability, ethical sourcing, and community impact. Join us in making a difference, one cup at a time.

Media Contact:
Alysha Penman
Public Relations Director
Starbucks Corporation
Phone: (123) 456-7890
Email: alysha.penman@gmail.com
Website: www.starbucks.com

Organization Chosen: Starbucks

Key Messages

Starbucks messaging is rooted in sustainability and ethical sourcing. They communicate these core messages on their company website and social media. Reenforcing that the company gives more than it takes. 

• Starbucks is committed to reducing waste and promoting sustainable practices through its reusable cup program and waste reduction strategies. Encouraging customers to adopt reusable options helps reduce single-use waste and promotes a more eco-friendly coffee culture.

• Starbucks is dedicated to ethical sourcing, ensuring that its coffee is sustainably grown and supports farmers worldwide. By prioritizing responsible sourcing, Starbucks helps maintain high-quality coffee while fostering economic stability for coffee-growing communities.

Target Audience

Students and academics make up a significant portion of Starbucks’ customer base. Many rely on Starbucks as a study space, taking advantage of free Wi-Fi and a comfortable environment. These customers appreciate sustainability initiatives, making them a receptive audience for Starbucks’ eco-friendly messaging.

Millennials and young professionals are also key demographics. They value convenience, premium products, and ethical business practices. Many are willing to pay higher prices for brands that align with their values. Starbucks’ commitment to sustainability and ethical sourcing resonates strongly with this group, making them ideal targets for corporate social responsibility (CSR) campaigns.

Proposed Evaluation Methods

To measure the success of its campaign, Starbucks should track social media engagement. Monitoring likes, shares, and comments on CSR-related posts will provide insights into audience interest. A measurable goal, such as a 10% increase in engagement by the end of the campaign, ensures Starbucks can assess its impact.

Follower growth is another key metric. By setting a goal of a 15% increase in followers by May 2026, Starbucks can evaluate whether its messaging attracts and retains audience interest. A growing social media presence indicates the brand’s engagement with sustainability initiatives.

Sales of reusable merchandise serve as a direct indicator of customer adoption of sustainable habits. Tracking the purchase rate of reusable cups and related items provides evidence of the success of the campaign. Aiming for a 10% increase in sales of reusable products will help Starbucks measure the effectiveness of its waste reduction messaging.

By combining social media analytics with sales data, Starbucks can ensure its sustainability campaign is both impactful and measurable. These evaluation methods will provide valuable insights into how well the message resonates with its target audience and drive continuous improvement in its CSR efforts.

Channels and Tactics

Starbucks will promote this initiative on Instagram, TikTok, and LinkedIn to maximize reach.

Instagram will showcase engaging visuals, reels, and influencer collaborations. TikTok will leverage trends, challenges, and user-generated content. LinkedIn will highlight Starbucks’ sustainability efforts through articles and professional discussions.

These platforms ensure strong engagement with students, young professionals, and sustainability-conscious consumers.

        The Omega Returns: Gala to Celebrate the Power of Student Voices

The Omega relaunch gala will honor the Omega’s history and resilience, featuring student speakers, awards, and a night of dancing.

Kamloops, BC – February 12, 2025 – The  Kamloops Thompson Rivers University campus will host the Omega Relaunch Gala on April 10, 2025, in the Campus Activities Centre’s Mountain Room from 8:00 PM to 11:00 PM. This event will celebrate the success and impact of The Omega, TRU’s student-run magazine, as it marks its 9th edition since its revival after COVID-19 forced operations to shut down. 

The relaunch gala will feature speeches from Sean Brady, Omega’s Manager, and Robert McAllister, Editor-in-Chief, who will reflect on the magazine’s journey and its evolving role at TRU. Following these insights, student editors will share their experiences and discuss the importance of student journalism in shaping campus culture. Several Omega editors and writers will be recognized with awards, celebrating their dedication and contributions to student journalism. Following the formal program, guests will enjoy a celebration with a DJ spinning top 40 hits and a cash bar, encouraging attendees to come together and celebrate the power of student storytelling. 

This event is a must-attend for students interested in journalism, storytelling, and campus media. Whether you want to contribute, network with editors and writers, or simply celebrate student journalism, the Omega Relaunch Gala is the perfect opportunity to connect, learn, and be part of a lasting legacy. Attendees will gain behind-the-scenes insight into the creative process and the impact of student-run media on campus life.

Printing 500 to 1,000 issues per month, The Omega has transformed from a hard-news-focused publication catering to an older audience into a dynamic magazine covering arts, culture, sports, wellness, community, and politics. With a dedicated team of three staff editors, three staff writers, six contributors, and two photographers, the magazine continues to amplify student voices through professor spotlights, local political interviews, TRU Senate and TRUSU coverage, and major sports stories, including the Anaheim Ducks. While embracing the accessibility of online media, The Omega remains committed to both print and digital formats, valuing the tangible experience of physical journalism. The magazine’s bold, eye-catching covers and unique design make it an iconic presence on the TRU campus, drawing attention wherever it’s displayed. The Omega serves as a platform for student creativity and a testament to the impact of student-run journalism in shaping campus culture.

Contact Information:

For more information, visit The Omega’s office in Room 2768 or email us at editor@truomega.ca.

Distribution Plan for The Omega Relaunch Gala Press Release

To ensure broad reach and engagement for The Omega Relaunch Gala, the press release will be distributed using a multi-channel approach targeting key groups such as students, faculty, local media, and the wider Kamloops community. This will help maximize attendance and media coverage for the event.

1. Local Media Outlets: Reaching local newspapers, radio, and TV stations is essential for extending the press release beyond the TRU campus and engaging the general public in Kamloops.
   • Interior News (newstips@interior-news.com) – Local newspaper covering community events.
   • The Wren News (editor@thewrennews.ca) – Kamloops publication that can help promote the event.
   • Kamloops.Me (250-571-9733) – A regional blog covering local news, events, and happenings.
   • Kamloops CKRV-FM (radio@thex.ca) – Local radio station promoting community events.
   • Kamloops 610 AM Radio (nlnews@radionl.com) – Another local radio outlet to inform the community.
   • CFJC Today (kamloops-newsroom@pattisonmedia.com) – Local TV news station with wide regional reach.
   • Downtown Kamloops (communications@downtownkamloops.com) – Local website covering downtown Kamloops events.
2. TRU Platforms: Key channels within the TRU community, such as official websites, social media accounts, and newsletters, are vital for engaging students, faculty, and staff.
   • TRU Events Page (https://inside.tru.ca/events/) – Submitting to TRU’s event calendar ensures visibility across campus.
   • TRUSU Calendar (https://trusu.ca/events/) – Targeting students through the student union’s event listings.
   • TRU Student Life Instagram (https://www.instagram.com/trustudentlife/) – Directly engaging students through social media.
   • TRU World Instagram (https://www.instagram.com/truworld/) – Reaching an international student audience.
   • Thompson Rivers University Instagram (https://www.instagram.com/thompsonriversu/) – General TRU Instagram for broader exposure.
3. Faculty and Internal TRU Contacts: Engaging faculty members, departments, and student-focused offices is important to ensure the event is promoted within relevant circles.
   • Karen Hetherington (khetherington@tru.ca) – Administrative Assistant to the Dean of Faculty of Arts, to inform students within the arts department.
   • Kate Morford (kmorford@tru.ca) – Project Manager, Business Engagement, to reach business students and faculty.
4. Email and Social Media Campaigns: Utilizing targeted social media and email campaigns will engage the student body and encourage faculty participation.
   • Instagram (Student engagement through the platforms listed above)
   • Email Campaign: Email invitations will be sent to faculty, students, and media contacts, providing event details and personalized invitations to attend or contribute.

Target Contacts:

1. Interior News – news tips contact for local coverage.
2. Kamloops.Me – Blog editor for event exposure.
3. Kamloops CKRV-FM – Radio station contact for local announcements.
4. Kamloops 610 AM Radio – News team contact for local coverage.
5. CFJC Today – Newsroom for regional TV coverage.
6. Downtown Kamloops – Communications team for event promotion.
7. TRU Events Page – Event listing for campus-wide exposure.
8. TRUSU Calendar – Event listing on student union calendar.
9. TRU Student Life Instagram – Social media exposure.
10. TRU World Instagram – Social media exposure targeting international students.
11. Thompson Rivers University Instagram – Social media exposure targeting general audience.
12. Karen Hetherington – Arts faculty assistant to promote within the arts department.
13. The Wren News – Editor to promote in the student-run publication.
14. Kate Morford – Project manager to reach business students.
15. TRU Campus Radio CFBX – Local campus radio to promote the event.

By utilizing these platforms and contacts, the press release will have a significant presence both on campus and within the broader Kamloops community, generating excitement and engagement for the gala.

In this section, I’ll be sharing in-class exercises from my CMNS 3550 course that are based on the lectures. These exercises reflect my ability to apply concepts and strategies discussed in class to practical scenarios in Public Relations.

By showcasing my work here, I aim to demonstrate how I’m engaging with the course material and building a strong foundation in PR. These exercises highlight my critical thinking, creativity, and understanding of how PR professionals shape communication strategies and build meaningful connections with audiences.

Under this category, I’ll be sharing assignments from my CMNS 3550 course to highlight my knowledge and abilities in Public Relations. These projects showcase my understanding of PR concepts, my creativity, and my ability to apply strategic thinking to real-world scenarios.

By posting my work here, I aim to demonstrate my growing expertise in PR and marketing, as well as my commitment to building strong brands and shaping customer perceptions through innovative storytelling and effective communication strategies. This section reflects my passion for PR and my dedication to developing skills that will support my professional goals.