As a public relations manager for the Citizens’ Committee of Saint Martin’s Blocks, my goal is to create a strong, blog-focused strategy to increase awareness of our new ‘Fair Housing, Fair Future’ initiative. By doing so, I will strengthen our relationships with stakeholders. Our blog campaign will help us achieve our overall mission of advocating for fair housing, community rights, and citizen participation in decision-making for urban renewal projects in Little Burgundy. Specifically, we will share residents’ stories and educate the public on the current situation and how they can support our resistance efforts. By showcasing the everyday people of Little Burgundy, we hope to empower residents and build trust with them, as they are key stakeholders in our campaign. 

Content Ideas: 

I have developed the following 6 ideas for ‘Fair Housing, Fair Future’ blog posts: 

• What is the ‘Fair Housing, Fair Future’ Initiative all about?
• “We Want to Live, Not Just Exist” 
• Meet the Faces Behind the Fight
• A Seat at the Table: Why Citizen Participation Matters
• What Urban Renewal Really Means for Little Burgundy
• Join Us at our Public Meeting – September 30!

Spokespeople:

Our key spokesperson will be Mr. Noël Daudelin. Daudelin, as seen in the National Film Board documentary, is an outspoken advocate for change in Little Burgundy. Throughout the film, he reiterates the need for people to band together and resist the government’s new urban renewal projects. This aligns him well with our organization’s goal, making him a perfect spokesperson for this blog campaign. We will also feature and incorporate messages directly from the Citizens’ Committee’s president, Jeanne Leblance and vice president Lucilla Pion. Other possible spokespeople include the following: 

• Isa Croxen
• Roy Croxen
• Solange Tellier
• Therese Levis
• Paul-Emile Forget
• Edward Sheard

Content Calendar

Our goal is to post approximately 2 times per week, leading up to our public meeting on September 30th (starting around the beginning of September). Implementing this timeline works to maximize visibility and engagement before the event. 

Audience Feedback and Engagement

A main way that we can collect feedback on our posts is through the blog’s comment section. Here we can gain insight into the thoughts and feelings of our readers. To glean more valuable responses, our blog can include calls to action in each post. For example, in our post detailing firsthand accounts of relocation struggles, we could pose the questions: “How has the urban renewal project affected you? Have you experienced any similar to those in this post?”. We can also make use of surveys and polls. These are quick ways to gather data on concerns about housing and the current situation, and can also show the level at which readers are engaged with the material. 

Another simple way that we can monitor our engagement is by tracking page views and shares through analytics tools. This will give us concrete data on how many people are seeing our posts and spreading the word about our cause. 

In analyzing this feedback, we can decide which topics/content resonates most with the readers. We can also address concerns raised in comments in our following blog posts. It’s important to continuously review our feedback to improve future posts. This ensures that we are on track towards our goal of increasing awareness and building strong relationships with stakeholders. 

Justification

The blog campaign will help to build trust with stakeholders – residents of Little Burgundy, the media, and the general public. In order to drum up support for the cause, we must first explain the cause in detail. People need to know about what’s going on before they can care. The goal of our blog campaign would be to share background information about the situation, as well as residents’ personal stories to appeal to the emotion of readers. In concert with one another, the blog post, media assets, and press release will draw awareness to the Citizens’ Committee’s fight against the City of Montreal. 

Fair Housing, Fair Future Public Meeting Poster:

Caption: This poster provides information about the Citizens’ Committee of Saint Martin’s Blocks’ upcoming public meeting for their ‘Fair Housing, Fair Future’ initiative. The media encourages Little Burgundy residents to attend the meeting on September 30 at 6:00 PM at the Little Burgundy Community Hall.

Credit: Poster created by Libby Meldrum, PR manager for the Citizens’ Committee. 

Usage Rights: Free for Media Use with Attribution.

Fair Housing, Fair Future Infographic:

Caption: This infographic details the key demands of the Citizens’ Committee of Saint Martin’s Blocks’ new ‘Fair Housing, Fair Future’ initiative.

Credit: Infographic created by Libby Meldrum, PR manager for the Citizens’ Committee. 

Usage Rights: Free for Media Use with Attribution.

Fair Housing, Fair Future Blog Announcement Post:

Caption: This graphic (Instagram post) promotes the Citizens’ Committee of Saint Martin’s Blocks’ upcoming ‘Fair Housing, Fair Future’ blog series. 

Credit: Graphic created by Libby Meldrum, PR manager for the Citizens’ Committee. 

Usage Rights: Free for Media Use with Attribution.

Libby Meldrum

Citizens’ Committee of Saint Martin’s Blocks – PR Manager

123-456-7890

libby@citizenscommittees.ca 

Fair Housing, Fair Future Initiative

• Launch Date: September 11, 1967

• Lead Organization: Citizens’ Committee of Saint Martin’s Blocks

• Mission: Advocate for fair housing, community rights, and citizen participation in decision-making for urban renewal projects in Little Burgundy. 

• Issues Addressed: Formed in response to forced expropriations, the committee fights for transparency, tenant protections, and more respect regarding housing policies.
  • Unjust expropriations and forced relocations. 
  • Lack of community input in urban planning
  • Housing affordability and fair rent scales.
  • Tenant rights and surveillance concerns. 

• Key Demands:
  • Implement rent caps at 18% of the head of the household’s income. 
  • Allow for joint decision-making between citizens and officials. 
  • Protect residents against excessive inspections and housing regulations. 

• Public Meeting: September 30, 6:00 PM, Little Burgundy Community Hall – Open discussion on housing policies. 

• New Blog Launch: Stay tuned for our new ‘Fair Housing, Fair Future’ blog series highlighting topics such as the impacts of expropriation and perspectives from current Little Burgundy residents. 

• Social Media:
  • Instagram: @citizenscommittee
  • X: @citizenscommittee
  • Facebook: @citizenscommittee
  • #fairhousingfairfuture #littleburgundystrong #citizenscommittee #savesaintmartinsblocks

• Website: citizenscommittee.ca

• Call to Action: 
  • Attend our public meeting on September 30 at 6:00 PM to share your voice. 
  • Follow us on social media to stay updated: @citizenscommittee
  • Visit our website for more information: citizenscommittee.ca
• Media Contact: Libby Meldrum – libbymeldrum@citizenscommittee.ca – 123-456-7890

FOR IMMEDIATE RELEASE

Little Burgundy Community Rallies for Fair Housing and Citizen Participation with New Initiative and Upcoming Public Meeting

The Citizens’ Committee of Saint Martin’s Blocks Needs Your Support Against the Current Urban Renewal Project 

Montreal, QC – September 1, 1967 – In the wake of the demolition of countless residential and commercial buildings, people of the Little Burgundy neighbourhood are speaking out against the City of Montreal. The Citizens’ Committee of Saint Martin’s Blocks is launching a new initiative, “Fair Housing, Fair Future”. This initiative calls for transparency, protection for residents, and citizen participation in decision-making. The group is holding a public meeting on September 30 at 6:00 PM at the Little Burgundy Community Hall to discuss their plans and housing policies. 

The recently formed Citizens’ Committee stands in firm opposition to the city’s urban renewal project, which has displaced hundreds of families. As of this month, 300 families from the Saint Martin’s Blocks have been served eviction notices, handed only a few hundred dollars to relocate, and left without fair alternatives for housing. 

For generations, Little Burgundy has been home to a vibrant and close-knit community. According to committee member Jean DuBoiserie, “This injustice cannot stand. Under the guise of renewal, the city is destroying our neighbourhood.” Displaced resident and pregnant mother of 3, Marie Carbonneau, adds: “We are being pushed out with no real support or say in our future. My family has been forced into a substandard apartment, and our future feels so uncertain.”

The city’s proposed public housing developments, such as Habitations Îlots Saint-Martin, come with restrictive lease agreements, income-based rent, and invasive surveillance measures that strip residents of their freedoms. Specifically, the initiative demands that the right of return is guaranteed for all displaced families, rent caps at 18% of the household’s head income be implemented, joint decision-making between citizens and officials be allowed, and residents be protected against excessive inspections and housing regulations. 

Families like Marie Carbonneau’s fear that instead of providing stability, these new urban renewal plans will be harmful and do not have residents’ best interests at heart. 

Watch the new National Film Board documentary, Little Burgundy, to learn more about the Committee’s resistance efforts. To further support their new “Fair Housing, Fair Future” initiative, attend the open discussion public meeting on September 30 at 6:00 PM. 

About the Citizens’ Committee of Saint Martin’s Blocks

The Citizens’ Committee of Little Burgundy was formed by residents fighting to protect their homes, their rights, and their community. Becoming an official organization in 1967, the Citizens’ Committee is directed by President Jeanne Leblanc and Vice President Lucilla Pion. The organization works to encourage the people of Little Burgundy to fight for a voice in urban renewal planning. 

Contact:
Libby Meldrum
Public Relations Coordinator – Citizens’ Committee of Saint Martin’s Blocks

Phone: 123-456-7890
Email: libbymeldrum@citizenscommittee.ca

Part 3: Blog Post

The Pledge to Protect: Our Latest Commitment to Sustainability

How MEC (and you!) can protect natural wonders like the Mendenhall Glacier

As a kid, I had the super cool opportunity to travel to Alaska with my family. I remember standing in front of the Mendenhall Glacier, part of the Juneau Icefield, and being completely in awe. With my jaw wide open, I took in the sight of the beautiful ice meeting the smooth, glass-like lake below. 

It’s hard to think that this natural wonder is withering away. As global temperatures rise, glaciers around the world are melting – and experts say this is a direct result of greenhouse gas (GHG) emissions.  

According to the United Nations’ climate action research, “Greenhouse gas emissions reached a new record high of 57.4 gigatonnes in 2023. They must drop by 43% by 2030 (compared to 2019 levels) to keep the temperature increase from exceeding 1.5°C. Under current national climate plans, the world is on track for a global average temperature rise of 2.5-2.9°C above pre-industrial levels” (Key Findings | United Nations). 

These aren’t just statistics, they represent real consequences that planet Earth will face because of our actions.
Huge steps need to be taken to tackle the climate crisis. We have the power to prevent further damage from happening. That’s why, at MEC, we’re proud to announce our latest initiative, the Pledge to Protect.

What is the Pledge to Protect?

We are introducing a bold, new sustainability initiative to make sure future generations have the chance to experience the same jaw-dropping natural wonders as I did as a kid. 

We’ve set ambitious goals to reduce emissions within our stores, supply chain, and products. Specifically, we will:

• Cut emissions from our stores and buildings by 55% by 2030 and 90% by 2050. 
• Lower emissions per product sold by 55% by 2030 and 97% by 2050. 
• Team up with other eco-conscious brands and companies to make the outdoor industry climate-positive by 2030. 

Benefits to the Community

We want to protect our local communities and the wonders of nature we explore for years to come. For example, our initiative will:

• Create cleaner air: Reducing our GHG emissions fights pollution and rising temperatures. 
• Preserve outdoor spaces: Protecting green spaces, parks, and trails so that future generations can enjoy them. 
• Create more jobs in green industries: Supporting innovation in eco-friendly products and companies helps grow these fields.

Doing Your Part

We need your help to achieve our goals. Here’s how you can be a part of the Pledge to Protect:

• Make sustainable purchases: Look for MEC products made with lower-impact, recycled, and responsibly sourced materials. Choose durable, high-quality items instead of cheaper alternatives with larger carbon footprints. 
• Participate in community events: MEC is proud to host community events, allowing you to attend in-store workshops, listen to guest speakers, or participate in community hikes. 
• Spread the word: Share your commitment to sustainability with your friends and family. The more people aware of MEC’s work and how they can contribute, the better.
• Connect on social media: Using #MECProtects, you can be featured on our accounts when you post about your eco-friendly adventures or sustainable habits.  
• Stay up-to-date: Stay tuned for updates on our website’s Pledge to Protect page (mec.ca/pledgetoprotect) or social media platforms (@mec). Check in on initiative news and progress.

Join us in working to make our planet a better place. Check out mec.ca/pledgetoprotect to learn more and take action.

Part 2: Press Release

Mountain Equipment Company Announces Latest Sustainability Initiative, their ‘Pledge to Protect’.

Company Commits to Climate Action with Ambitious New Emissions Goals

Vancouver, BC – March 15, 2025 – Mountain Equipment Company (MEC), Canada’s leading outdoor retailer, is excited to announce its latest sustainability initiative: their Pledge to Protect. The company will work with industry partners to prioritize sustainability across its operations to meet emissions targets and tackle the current climate crisis. 

MEC aims to reduce emissions in all their facilities by 55% by 2030 and 90% by 2050. Within their supply chain, they strive to lower emissions per product sold by 55% by 2030 and 97% by 2050. In January 2024, these targets were approved by the climate change corporation, Science-Based Targets. To reach these goals, MEC is committing to make more eco-conscious decisions regarding their production, distribution, and operational waste. 

As a founding member of the Outdoor Industry Association’s Climate Action Corps, MEC is working towards a collective goal of becoming the first climate-positive industry in the world by 2030. MEC’s new initiative is a step in the right direction and one that must be taken to protect our planet. MEC Chief Commercial Officer, Adam Ketcheson, recognizes this by saying, “The outdoors has been a core driving value since MEC began; throughout the years, sustainability became incredibly important too and this legacy still drives our mission to connect people in Canada to the outdoors, but with the climate crisis, the stakes are even higher.”

MEC’s goal is to inspire and equip people to be active in the great outdoors. As seen through its Pledge to Protect initiative, MEC values sustainability and stewardship. They strive to produce and sell their products in eco-friendly ways and work to preserve the wild places we explore. The company aspires to lead by example, encouraging others to take action towards environmental, social, and economic sustainability. 

For more information and real-time updates on this initiative, visit the Pledge To Protect page on MEC’s website at mec.ca/pledgetoprotect and stay up to date by following @mec on social media. 

About Mountain Equipment Company

Founded in 1971 in Vancouver, Mountain Equipment Company (formerly Co-Op) has spent more than 50 years supplying Canadians with high-quality equipment and gear for every outdoor adventure. As a leader in the outdoor retail industry, MEC caters to a broad range of activities like camping, cycling, climbing, hiking, running, and snow sports. MEC is more than just a retailer; the company has built a reputation of strong sustainability and environmental stewardship practices. 

Contact:
Libby Meldrum
Marketing Coordinator, Mountain Equipment Company
Email: libby@mec.ca

Part 1: Communications Plan

I chose to develop a communications plan for Mountain Equipment Company (MEC) and its existing CSR initiative – their pledge to protect the environment. Note: Their initiative doesn’t have a name, so for the benefit of my assignment, I named it ‘Pledge to Protect

Key Messages

• Initiative goal: MEC’s overall goal is to protect the environment and advocate for climate action. 
• Specific targets
  • Direct operations (stores, buildings): Reduce emissions by 55% by 2030 and 90% by 2050.
  • Supply chain (products): Reduce emissions 55% per sold product by 2030 and 97% by 2050.
• Working together as a leader in the outdoor retailing industry
  • MEC recognizes that everyone must do their part and contribute to fighting climate change. 
  • The Outdoor Industry Associations Climate Action Corps (which MEC is a founding member of) has a collective goal of becoming the first climate-positive industry by 2030. They will work to reduce greenhouse gas (GHG) emissions and remove more GHG from the atmosphere than you emit (Climate targets | MEC).

Target Audiences

• Current MEC Customers/Members
  • Share our message with current consumers so that they feel proud to support our company and we build customer loyalty.
• Nature Lovers and Environmentally-Conscious Consumers
  • Target those who participate in outdoor activities like camping, hiking, climbing, and/or biking because they appreciate the great outdoors and sustainable equipment.
• General Public and Media Outlets
  • Share our messages with a wide range of people, not just those who are already environmentally conscious. In order to achieve our goals, we need all people to be aware of eco-friendly efforts.
  • Direct our messaging to local media outlets to help generate buzz for our initiative.

Channels and Tactics

• The MEC Website and Blog:
  • Publish articles/blog posts that explain the initiative and provide progress reports. 
  • Write profiles on leaders in this initiative, whether that be MEC employees or community partners. 
  • Create a designated section on MEC’s website where we visually track our progress on the Pledge to Protect’s specific emissions goals.
• MEC’s Social Media Platforms:
  • Use Instagram, Facebook, and TikTok accounts to promote our Pledge to Protect with engaging photo and video content.
    • In short videos and infographics, highlight how our sustainable products help you experience nature while helping our planet short videos or infographic-style posts. E.g., behind-the-scenes videos from production centres or visual representations of our progress. 
• Email Newsletters:
  • Utilize MEC’s existing customer/member mailing lists to share information. This could include exclusive content for MEC members, like an early heads-up on product launches or upcoming community events. 
  • Our email newsletters can have a designated section for updates and progress reports. 
• Press Releases:
  • Press releases (like the one written below) are essential to share important information about our initiative and progress with local news and media outlets.

Evaluation Methods

• Engagement:
  • Monitor website traffic and social media interactions (e.g., views, likes, comments, shares, follows). 
• News/Media Coverage:
  • Track the amount of coverage we receive from local news and media outlets.
• Customer Feedback: 
  • Conduct online surveys to monitor awareness and support for Pledge to Protect.

Press Release

FOR IMMEDIATE RELEASE

The Omega Student Newspaper Celebrates Its Relaunch with Event at TRU

Special Event Will Feature Guest Speakers from the Paper and Catering by TRU Culinary Arts Students

Kamloops, BC – February 26, 2025 – The Omega, Thompson Rivers University’s student newspaper, is excited to announce its official relaunch with a special event hosted at TRU’s Scratch Cafe on Thursday, April 10th, from 4:30 to 6:30 pm. Attendees will have the opportunity to listen to speeches from leaders of The Omega, share their own opinions, and enjoy appetizers made by TRU Culinary Students. 

When asked about the relaunch, editor-in-chief Robert McAlaster passionately said, “I am proud to be from TRU. I want this university to be remembered. I want The Omega to be remembered”. Further, McAlaster’s goal for the relaunch is to redesign the paper to be more student-focused. He directs his student contributors to report on topics they are passionate about, leading to their readers being passionate about what they read. 

The event will allow guests to connect with The Omega and its team by listening to speeches and participating in an interactive feedback booth. The booth will feature an ‘Idea Board’ where participants will be encouraged to share the topics and issues they hope to see covered by The Omega. This will help achieve McAlaster’s objective to align the paper with its readers’ interests. Further, the relaunch event will help students network with peers and faculty in the journalism field. 

Please join us at 4:30 pm on April 10th at TRU’s Scratch Cafe to celebrate the relaunching of the Omega, engage with fellow supporters, and help contribute to the future of the paper. For updates and more information, visit The Omega’s website at theomega.news.

About The Omega

The Omega is the independent student newspaper at Thompson Rivers University. Through their printed editions and online presence, The Omega keeps TRU students up to date with news, arts, culture, and sports coverage as well as what’s going on within TRU itself. With a team of editors, writers, photographers, and other contributors, The Omega creates between 500 and 1000 copies per month and distributes these across campus. The paper is committed to journalistic integrity and aims to produce high-quality stories that connect students, share important information, while serving as a platform for student voices. 

Contact:
Libby Meldrum
Marketing Coordinator, The Omega

Phone: 123-456-7890
Email: libby@theomega.news

Distribution Plan 

To maximize reach, generate buzz, and spread the word about our relaunch event, we will adopt a multi-channel approach. First, we will submit our press release to TRU’s official website and their communications team to be shared in student newsletters. Next, we can collaborate with the TRU Student Union (TRUSU) because they can promote our event through their social media and email newsletters. Further, sharing our message with local media outlets and radio stations will help us spread more awareness for the relaunch event. 

Additionally, utilizing The Omega’s Instagram account and implementing a social media campaign will be crucial in generating a buzz. We can also try to directly engage with journalism and communications students at TRU by sending personalized emails to faculty members, administrators, and student clubs to encourage them to attend and support our event. Overall, this plan and the list of contacts below will help maximize event exposure and promote The Omega itself. 

Distribution List 

The Omega 

• Robert McAlaster
• editor@theomega.news 

TRU Marketing and Communications Department. 

• Their website directs you to request their services through an online form. 
• https://www.tru.ca/marcom/request-our-services.html 

TRU Student Union (TRUSU)

• info@trusu.ca

TRU Marketing and Communications Department Content Manager 

• Michele Young – Content Manager
• micyoung@tru.ca 

TRU Culinary Arts Department

• For them to highlight their culinary students’ involvement in the event. 
• Paul Murphy – Culinary Coordinator 
• pemurphy@tru.ca 

The X – Campus & Community Radio

• 250-377-3988 
• No name/email contact listed on the website. Directed to leave a message at https://thex.ca/contact/.

Castanet Kamloops

• Tim Petruk – Editor
• tim@castanetkamloops.net 

Kamloops Now

• news@kamloopsnow.com
• Online form: https://www.kamloopsbcnow.com/news/news_and_photo_submission/ 

TRU’s Faculty of Arts

• Mark Wallin – Interim Dean
• mwallin@tru.ca 

TRU’s Communication and Visual Arts Department

• Heather MacLeod – Interim Department Chair
• hmacleod@tru.ca 

TRU Communications, Storytelling, and Events Team

• Leanne Friar – Communication, Storytelling & Events Supervisor
• lfriar@tru.ca 

TRUSU Journalism and Communications Club

• trusujourcommclub@gmail.com 
• Aibiike Alymova – Co-Chair aibiikealymova@gmail.com 
• Anika Peters – Co-Chair Anika.peters45@gmail.com 

Radio NL

• nlnews@radionl.com 
• Online form: https://www.radionl.com/news-tips/ 

TRU Wolfpack Athletic Department

• Cameron Doherty – Manager of Marketing and Communications
• cdoherty@tru.ca 

TRU Media Information Centre – Department of Communications and Visual Arts

• trulabtech@gmail.com 

This tab is where I will post all of my assignments for CMNS 3550. This will include things like press releases, distribution plans, communication plans, blog posts, and media kits. 

Together, these assignments will help me develop key skills used in the field of media and PR.