Assignment 4: Communications Plan

Relevant Spokespeople

The Club President, Jane Doe, who provides visionary leadership, historical awareness, community passion, brings media presence as the main spokesperson and face of the event. Through in- depth stories and personal connections she will explain the meaning and value of the event. With Mary Smith, an esteemed historian and community voice, bringing depth and authenticity to the conversations through rich historical backgrounds and poignant reflections on the impact of Black women in Little Burgundy. Storyteller As a guest of the Cultural Storytelling, local female artists and storytellers will participate and share their deep personal and artistic experiences, thus bringing cultural and historical narratives to life through creative expressions and storytelling.

Blog Content Ideas:

  1. “Her Story Matters: Legacy of Little Burgundy’s Women” — Detailed narratives that include the journey of the person, the impact on the community they lived in, and the historical impact they had in contributing as Black women to society, even if they are not household names. The posts will include extensive archival imagery and first-hand testimonies to reconstruct historical contexts vividly.
  2. Viewer Favorites: “Art & Activism: Black Women Creating Change” – Part of an inspiring series showcasing local Black women artists who harness their art as a platform for social change. Posts will include in-depth interviews, conversations about their inspirations, explorations of their art, and how their work pushes back against social attitudes and informs community engagement.
  3. “Behind the Scenes: Preparing ‘Voices Unveiled’”: A profile into the behinds-the-team hours leading up to the “Voices Unveiled” event with insights from the team of organizers, volunteers and our community partners.Readers will feel the passion, the excitement, the teamwork that is all part and parcel of an event that takes months to prepare.
  4. “Youth Voices: Shaping the Leaders of Tomorrow” will explore the importance of youth workshops and how they develop confidence, historical understanding, and leadership qualities in young women. The series will feature spirited testimonials from youth involved, insight from educators, and insight from facilitators.
  5. “Community Conversations: Reflections and Future Visions” – Complete write-ups of dialogues and future visions offered by community members as part of community conversations at the events. These blogs will highlight specific feedback, community-led recommendations, visions for continued empowerment and advocacy.

Content Calendar: 

  • May 1: “Her Story Matters: Legacy of Little Burgundy’s Women” – A narrative series offering detailed accounts of the legacies of powerful women in the community, shared every two weeks to engage readers and offer insight.
  • May 8: “Art & Activism: Black Women Creating Change” — Weekly posts featuring artists through in-depth interviews and striking examples showcasing transformative art.
  • May 15: “Behind the Scenes: Preparing ‘Voices Unveiled’” – A weekly behind-the-scenes sneak peek with personal reflections from event organizers, volunteers and artists who will help prepare the event. Youth Voices: Empowering Tomorrow’s Leaders – Special event overview post highlighting youth engagement; sharing quotes, testimonials andreflections from youth participants on the immediate impact of the event.
  • May 23: “Community Conversations: Reflections and Future Visions” – Post-event deep dive summary of community responses, insights and recommendations collected from the event. 

Audience Engagement

The audience will be engaged through fully moderated comment sections and think-tank-style conversations across all social media platforms, including Instagram and Facebook. It will include live Q&A sessions with historians and other community leaders to help deepen engagement. Each blog will be followed by a survey to gather feedback in detail, with the prospect of enticing rewards like special content, event merchandise, or personalized acknowledgments. Page views, time spent on content, social shares, and sentiment analysis of comments will all be carefully monitored analytics tools to help guide future content to align as close as possible with what the target audience is looking for, to ensure community impact.

Justification

Evidence of the Club’s commitment to advocacy, education, and empowerment comes through in robust historical narratives, powerful stories of personal experience, and engagement with dialogue. Through this multifaceted vision, the Club is rooted in cultural preservation and community-building, reinforcing its bonds with its stakeholders, becoming a beacon of rich heritage, strength, excellence and a source of inspiration for generations to come.

Assignment 4: Media Assets

Asset #1: Historical Photograph of the Club’s Founding Members 

Description: A sepia-toned historical photograph depicting the esteemed founding members of the Coloured Women’s Club of Montreal, who met in 1902. It represents solidarity, force, and the pioneering spirit of these important women. 

  • Caption: “Founding members of the Coloured Women’s Club of Montreal in 1902.” 
  • Credit: Montreal Community Contact 
  • Usage Rights: Free for media use with attribution 

Asset #2: Event Poster

Description: A colourful, attention-grabbing promotional series poster that visually depicts forms of impactful Black females, with the details of the event in stylish typography. A sense of community participation is portrayed within the design.

  • Caption: “Join us for ‘Voices Unveiled,’ a celebration of Black women’s heritage and strength.” 
  • Credit: Designed by MetaAI
  • Usage Rights: Promotional use allowed with attribution

Assignment 4: Fact Sheet

  1. Event: Voices Unveiled Cultural Heritage Event
  2. Dates: May 20–22, 2025
  3. Where: Coloured Women’s Club of Montreal, Little Burgundy 
  4. Admission: Free; all ages welcome
  5. Attendance: 2,000+ community members and visitors
  6. Event Highlights: Storytelling sessions, art exhibition, panel discussions, youth workshops
  7. Topics Covered: History of Black women and their resilience, empowerment, preservation of culture 
  8. Community Partners: Little Burgundy Heritage Society, Montreal Black History Association
  9. Founded: 1902; oldest such club in Canada
  10. Media Contact: Alexis Ulloa, (7788729148, info@cwcmontreal.org)

Assignment 4: Press release

Coloured Women’s Club of Montreal Presents: “Voices Unveiled” Cultural Heritage Event

BLACK WOMEN: OUR REALITY

Dateline: MONTREAL, QC — March 25, 2025

The Coloured Women’s Club of Montreal is proud to introduce the inaugural “Voices Unveiled,” a global cultural heritage event from May 20 – 22, 2025. This specialty event, hosted on the Club’s historic premises in vibrant Little Burgundy, seeks to honor, celebrate, and elevate the powerful lives and legacies of Black women who have helped shape and sustain Montreal’s cultural and social fabric. 

“Voices Unveiled” is an authentic cross-media experience showcasing various curated events, activities, and conversations. Participate in intimate storytelling sessions led by influential community members and venerated historians who will share personal and collective stories of resilience and triumph—from personal histories to histories of the Palestinian struggle. Professionally moderated panel discussions will engage in critical deep dives on both historical narratives as well as contemporary issues that impact the community, centering the importance of Black women in shaping the community’s identity and trajectory.You are on a train—it is a train carrying a special art exhibition, a collection of vibrant and provocation works by some of the most skilled Black women artists known, that can evoke an experience, visual art as some kind of a spacecraft to the realm in between the ideas discussed throughout the event, and emotion engaged in the discussion, as the audience during the event may relate to something more profound than words alone, and art will guide them to the food for thoughts they seek on this because freedom is never free; someone must pay the bill. Youth empowerment workshops Empowerment through creative engagement will help them develop their self-esteem further, develop leadership skills, and nurture the next generation of young Black women. 

Keynote speakers at the event are prominent figures from Montreal’s historical and cultural communities, who will provide insight into the abiding legacy and cultural contributions of Black women. Local musicians and poets will perform especially for you, making this event as memorable as it will be celebratory! 

“Our vision for ‘Voices Unveiled’ is to inspire those through the powerful stories, impactful successes, and lasting perseverance of Black women whose stories and contributions have either been ignored or left untold,” said Jane Doe, President of the Coloured Women’s Club of Montreal. “This celebration will deepen community understanding, catalyze pride in the younger generations, and motivate everyone to pursue social justice and cultural preservation.” 

The event is a natural fit for the mandate and values espoused by the Coloured Women’s Club of Montreal. This mission has been underway for over a century in the service of social upliftment, educational advancement, and cultural preservation in the community. Doe further added, “Our dedication to offering platforms for genuine conversations and facilitating empowering experiences is more steadfast than ever. “Coming together, sharing our stories, and celebrating our common heritage strengthens the bonds that tie us to one another and provides a foundation for progress in years to come.” This is not just an event but an expression of community, working in unison with one another through our partners, sponsors, and community members. 

Established in 1902, the Coloured Women’s Club of Montreal is committed to promoting social justice, educational excellence, and advocacy in the community. Throughout its 100-year history, the Club has consistently advocated for the advancement and empowerment of Black women and families in Little Burgundy and the wider Montreal area, making lasting impacts through continued community building, cultural preservation, and advocacy.

Contact: Alexis Ulloa
Phone: (778) 872-9148
Email: info@cwcmontreal.org
Website: www.cwcmontreal.org

Assignment 3

WestJet is very commited with  the community through its Corporate Social Responsibility (CSR) program. They’re especially known for their “WestJet Cares for Kids program, WestJet Live Different Builds, and their environmental sustainability initiatives.” 

1. Communications Plan

WestJet’s Corporate Social Responsibility (CSR) is all about supporting communities. They’ve got WestJet Cares for Kids, which helps families in need by giving them flights. They’re also working hard to make the aviation industry more environmentally friendly. They’ve teamed up with charities like Make-A-Wish Canada, Ronald McDonald House Charities, and Hope Air to help families get the medical care and the support they need. And they’re investing in fuel efficient aircraft and exploring sustainable aviation fuel options to reduce their carbon footprint.

The primary target audiences for this campaign include WestJet customers and potential travellers who value corporate responsibility, non-profit organizations and communities that benefit from these programs, and media outlets and influencers covering CSR efforts in the airline industry. WestJet aims to raise awareness of its impact and encourage more people to support its initiatives.

To effectively communicate the campaign, WestJet will use multiple channels and tactics, including a press release distributed to major news outlets, a blog post published on the company’s website, and a social media campaign featuring personal stories from the customers. There will also be an email newsletter will be sent to WestJet Rewards members, informing them about the company’s ongoing community and sustainability initiatives.

The success of the campaign will be evaluated through several key performance indicators. WestJet will track social media engagement metrics, such as likes, shares, and comments, to measure the interest that the people have. Another KIP will be the customer feedback surveys and sentiment analysis will help to understand how people feel about the initiative. Lastly, website traffic and blog post interactions will be analyzed to determine how effectively the campaign drives engagement.

2. Press Release

FOR IMMEDIATE RELEASE

WestJet Expands CSR Efforts with New Sustainability and Community Initiatives

Vancouver, BC – March 16 – WestJet Airlines is taking its Corporate Social Responsibility (CSR) efforts to new heights with an expansion of its WestJet Cares for Kids program and a renewed focus on sustainability. As part of its commitment WestJet will partnerships with Canadian charities and investing in environmentally responsible aviation practices.

Supporting Families Through WestJet Cares for Kids

WestJet has long been dedicated to supporting children and families in need through its WestJet Cares for Kids program. By partnering with organizations such as Make-A-Wish Canada, Ronald McDonald House Charities, and Hope Air, WestJet provides free flights to families facing medical challenges, ensuring they have access to essential care and support services.

Each year, families across Canada cannot be able to reach medical treatment due to different struggles. WestJet’s program helps these families by covering travel costs. Through its ongoing partnerships, WestJet has donated over 100,000 flights to families in need, reinforcing its commitment to community well-being.

“At WestJet, we believe that air travel should be more than just transportation, it should be a means of connecting people to the support and care they need,” said Alexis von Hoensbroech. “Our CSR initiatives allow us to make a real impact in the lives of Canadian families, and we are committed to expanding our efforts to reach even more communities in need.”

Leading the Way in Sustainable Aviation

In addition to its community initiatives, WestJet is also stepping up its sustainability efforts to help combat climate change and reduce the environmental impact of air travel. The airline is investing in fuel-efficient aircraft, exploring sustainable aviation fuel (SAF), and optimizing flight routes to minimize carbon emissions.

Encouraging Community Engagement and Awareness

The airline is launching a new awareness campaign to encourage WestJet Rewards members and frequent travellers to support its sustainability initiatives. Customers will have the opportunity to donate WestJet Dollars to charity partners, participate in volunteer travel experiences, and stay informed about the airline’s efforts through regular updates on social media and the WestJet website.

Call to Action

WestJet asks to the travellers, business partners, and community members to join its mission to make air travel more sustainable and accessible for those in need. To learn more about WestJet’s CSR initiatives, donate to partner charities, or explore ways to support sustainability efforts, visit [westjet.com/CSR].

Media Contact:

Soledad Alexis Ulloa
velascoulloa.su@gmail.com (778) 872-9148

3. Blog Post

Flying with Purpose: How WestJet is Giving Back to Communities and the Planet

More Than Just an Airline

At WestJet, we believe that air travel is about connecting people, bringing communities together, and making a positive impact wherever we fly. That’s why we’re committed to Corporate Social Responsibility (CSR) because we know that businesses have a responsibility to give back.

Through our WestJet Cares for Kids program, disaster relief efforts, and sustainability initiatives, we’re working every day to make a difference. Whether it’s flying a sick child to critical medical care, helping families stay together in times of crisis, or investing in eco-friendly aviation technology, we’re dedicated to making travel a force for good.

So, what exactly is WestJet doing to create lasting change? Let’s take a closer look at our CSR initiatives and how they’re shaping the future of travel.

WestJet Cares for Kids

Every year, thousands of Canadian families face the heartbreaking reality that medical treatment isn’t always available close to home. That’s where WestJet Cares for Kids comes in.

Through this program, we’ve partnered with organizations like Make-A-Wish Canada, Ronald McDonald House Charities, and Hope Air to provide free flights to children and families who need to travel for medical care. Since its inception, this initiative has helped thousands of families access life-saving treatments while easing the financial burden of travel.

Imagine being a parent whose child needs specialized care at a hospital hundreds of kilometres away. The stress of medical challenges is already overwhelming, worrying about travel costs shouldn’t add to that burden. Thanks to WestJet Cares for Kids, families can focus on what truly matters: supporting their loved ones through their medical journey.

One of the most rewarding parts of this program is hearing stories from the families we’ve helped. Like Emma, a seven-year-old from British Columbia, who was diagnosed with a rare heart condition. Her family needed to travel to Toronto for a life-saving procedure, but the costs of airfare, accommodations, and medical expenses were daunting. Through our partnership with Hope Air, we provided flights for Emma and her parents, ensuring she received the care she needed. Today, Emma is doing well, and her family is grateful for the support that made it all possible.

Leading the Way in Sustainable Aviation

While helping families is a big part of our CSR efforts, we’re also dedicated to protecting the planet. The airline industry has a significant environmental impact, and we take our responsibility seriously. That’s why WestJet is investing in fuel-efficient aircraft, sustainable aviation fuel (SAF), and carbon offset programs to reduce our carbon footprint.

Our goal is simple: cut our emissions by 50% by 2050, in line with global sustainability efforts. We’re working towards this goal by:

  • Using more fuel-efficient aircraft like the Boeing 737 MAX, which burns 20% less fuel than previous models.
  • Exploring sustainable aviation fuel (SAF), which is made from renewable resources and produces significantly lower emissions.
  • Optimizing flight paths and operations to minimize fuel consumption.
  • Offering carbon offset options so that travellers can contribute to environmental efforts when they book their flights.

The future of travel needs to be greener and more responsible, and we’re committed to leading that change.

Disaster Relief and Emergency Support

WestJet is always ready to step up when communities are in crisis. Whether it’s natural disasters, humanitarian emergencies, or global health crises, we use our resources to provide critical assistance.

During the devastating wildfires in British Columbia, we worked with local organizations to provide emergency flights, transport essential supplies, and assist displaced families. In times of disaster, we know that air travel plays a crucial role in getting help where it’s needed most.

Similarly, during the COVID-19 pandemic, WestJet helped transport healthcare workers, deliver medical supplies, and support essential travel needs. We believe that in moments of crisis, businesses should act with compassion and responsibility.

How You Can Get Involved

WestJet’s CSR initiatives wouldn’t be possible without the support of our passengers, partners, and employees. If you’re passionate about making a difference, here are a few ways you can get involved:

Donate WestJet Dollars to one of our charity partners and help fund flights for families in need.

Choose direct flights when possible this helps reduce emissions by cutting down on unnecessary fuel consumption.

Spread the word by sharing our CSR initiatives on social media and encouraging others to support sustainable travel.

Together, we can make travel more responsible, sustainable, and impactful for future generations.

Assignment 2

Press Release 

For Immediate Release 

March 01, 2025

The Omega Relaunch with a fresh perspective for students for TRU 

Kamloops, BC – The Omega newspaper is preparing to relaunch with a event on April 10, 2025. The Thompson Rivers University’s official student newspaper will start a new way of working. The event will take place at The Den located in 1055 University Dr, Kamloops, BC V2C 0C8, from 4:00 pm to 6 pm. The event will be featuring speeches from the manager Sean Brady and the editor-in-chief Robert McAlaster, there will also be live music, interactive booths and food. 

The relaunch is to begin a newer vision for The Omega, shifting from its traditional news focus towards a more dynamic, student centred publications. The Omega will start focusing on younger and student audience redesigning its format to engage TRU students through relevant news, research-based, reporting, and an active social media presence. 

“ The Omega is a legacy and I want it to be something that you can point in the future and be proud of it. The Omega ties to represent what TRU really is,” said Robert McAlaster.

The newspaper, which prints 500-1,000 copies per month, will introduce new categories and visually engaging covers that reflect its stories. Future issues will balance hard news, sports, arts, and student interests to create an accessible and compelling publication.

After the relaunch, The Omega will hold weekly pitch meetings at 5:00 PM in OM 2622, allowing students to contribute ideas and engage with the editorial team. The new office space, located in OM 2768, will serve as the place where all the news will be written, edited, and revised.

The Omega invites all TRU students and faculty to attend and celebrate this milestone. For more information, visit theomega.news.

Contact:
editor@theomega.news
236-597-1592
The Omega, Thompson Rivers University
Website: theomega.news

Distribution Plan

In order to reach more audience and impact in the press release, It will be distributed across different platforms and channels, targeting media outlets, student communities and stakeholders. 

Distribution Strategy:

  • Local Media Outlets: The press release will be submitted to Kamloops newspapers, radio stations to make sure that we have a city-wide coverage and people interested be aware of the relaunch. This includes, digital, broadcast media and print. 
  • TRU Platforms: The press release will be posted in TRU website, in the campus newsletter, and in bulletin boards across the campus. Also it will be ensure that the professor give the news I each class that they have during one day. 
  • Social Media and email campaign: The TRU mails provided to students, faculty, and staff will be use to create a targeted email campaign. The Omega’s social media accounts will be use to promote the event through posts. 
  • Community and Student Communities: The event will be promoted with collaboration with TRU student clubs, societies and the Student Union.

Distribution List:   

  1. Kamloops This Week: Local newspaper
  2. CFBX 92.5 FM (TRU Radio Station): University radio
  3. TRU Student Union Communications: Student engagement
  4. TRU’s Official Website Content Team: University-wide visibility
  5. Kamloops Daily News: City-wide coverage
  6. TRU Faculty of Journalism: Academic promotion
  7. TRU Alumni Association: Extended TRU community
  8. CBC Kamloops: Regional news coverage
  9. CFJC Today Kamloops: Local TV news station
  10. TRU Student Union Newsletter: Reaching student representatives
  11. The Omega Instagram: Digital reach
  12. The Omega Facebook Page: Student engagement
  13. TRU Clubs & Societies Email List: Expanding student involvement
  14. TRU Faculty Email List: Encouraging academic participation
  15. TRU Residence Services: Engaging students in residence

Exercises Go Here

This section is dedicated to exercises and practice tasks I will completing during this course. These exercises will help to my skills in public relations, such as:

Writing press releases

Creating media kits

Planning media events

Coaching spokespersons

Alexis Ulloa

Hi! My name is Alexis and I’m 22 years old. I’m an undergraduate student studying public relations at Thompson Rivers University. I like helping people and connect with them. Through the years I have learnt that I like to motivate people and build strong relationships. Those are the reasons I decided to pursue PR to convect and impact other people lives

Collaboration is one of my strongest qualities. I like to work in groups where I can share ideas and learn from others. I like to contribute as much as I can. I believe that the best ideas come from combining different perspectives.