Assignment 4

Keeping the Beat and Staying Rooted: Little Burgundy Jazz Festival

A week-long celebration of Montreal’s jazz heritage brings community, history, and rhythm together during time of forceful removal in the heart of Little Burgundy.

Dateline: Little Burgundy, Montreal, Quebec – April 18th, 2025

The Montreal Black Jazz Society is happy to announce the Keeping the Beat and Staying Rooted: Little Burgundy Jazz Festival. This Festival will be a week long running from June 10th to the 16th, 2025. During this festival, we promise to mark our territory by turning the iconic Little Burgundy neighbourhood into a vibrant celebration of sound, community, and history, all while paying tribute to Montreal’s Black jazz musicians. There will be more than 30 performances across local venues, a lineup of artists from across Canada, and a free community jazz parade. One of the main highlights will be performances from Little Burgundy’s own John Doe providing the vocals and Jane Doe playing the guitar. Sarah Jones, Executive Director of the Montreal Black Jazz Society says, “Little Burgundy has always been the heartbeat of Black culture and creativity in Montreal. This festival is more than just a music event… It’s a movement to honour our roots and bring light to our culture.”

Other than performances, attendees can explore the lounge, where old school jazz records will be played, and can attend storytelling panels where elders from the Jazz community will share their soulful journey of jazz in Canada. The events will be held at community centres and local parks across the Little Burgundy neighbourhood. 

In a city where so many members have been forced out of their homes and businesses due to urban renewal, this festival is a reminder of what still stands… Our voices, our roots, and our community spirit. Rather than letting these stories be erased, we’re choosing to celebrate and preserve them. That’s why attendance to this Festival is by donation, making it accessible to everyone. We believe joy, culture, and connection should remain in the hands of the people, not come with a price tag.

 “The energy of this community and its music shaped the soul of Canadian jazz,” says Bill Smith, the Festival’s Music Director. “With this event, we’re not only paying tribute, we’re passing the mic to the next wave of artists who are ready to carry the legacy forward. Funds raised will also support those in our community who are being forced to move, helping them pay rent” This festival is supported by the City of Montreal, the Canadian Heritage Fund, and local donors, the little Burgundy Jazz Festival invites people of all ages to join in on the music, whether it’s by dancing in the streets, listening to legends, or connecting with the next generation of jazz musicians. 

Visit the local neighbourhood parks or our website to find out about available merchandise, artist schedules, and festival maps. The Montreal Black Jazz Society is committed to preserving and promoting the cultural and musical history of Little Burgundy while providing platforms for future voices and opportunity for housing.

For further questions, please don’t hesitate to reach out.

Priya Gill

Email: priya-g1@hotmail.com

Phone number: (123) 456-7899

2. Fact Sheet

Jazz in Burgundy: Keeping the Beat and Staying Rooted, Even When Forced to Move – Fast Facts

  • Event Dates: June 10–16, 2025
  • Location: Various venues and local parks across Little Burgundy, Montreal
  • Headliners: John Doe and Jane Doe
  • Over 30 live jazz performances from local and national Black musicians
  • Youth Jam Sessions and Music programs led by professionals
  • Listening Lounge featuring classic jazz records from the 1940s–1960s
  • Storytelling panels with jazz community elders
  • Entry via donation
  • Reminder that the community cannot be broken due to removal by force
  • Free community jazz parade on June 15 
  • Funded by: City of Montreal, Canadian Heritage Fund, and private donors
  • Festival proceeds fund year-round youth music mentorship programs and rent for those being forced out of their homes and businesses.

Media Assets:

Caption: Community members dance to the rhythm during the Jazz Parade, show the powerful connection between music and neighbourhood.
Credit: Photo by Chuck Burton (NBC News)
Usage Rights: Free for distribution and reproduction by media outlets with attribution.

Caption: Official promotional poster for the 2025 Keeping the Beat and Staying Rooted: Little Burgundy Jazz Festival featuring bold lettering and saxophone imagery.
Credit: Created by Priya Gill using Canva.
Usage Rights: Free for distribution and reproduction by media outlets.

The blog posts for the Keeping the Beat and Staying Rooted: Little Burgundy Jazz Festival’s main goal is to build a meaningful connection with the community by telling impactful stories about the festival, the neighbourhood, and the impact Black jazz musicians have in Montreal. By engaging with cultural content, the Montreal Black Jazz Society will strengthen its relationship with stakeholders, highlight the importance of the festival, and preserve and celebrate the musical history of Little Burgundy. The blog will be a tool for community engagement, using transparency and storytelling to create trust and excitement surrounding the festival and its goals. 

Spokespeople:

  • Sarah Jones – Executive Director of the Montreal Black Jazz Society, who will lead the festival’s plans
  • Bill Smith – Festival Music Director
  • John Doe – A respected member of the Little Burgundy community, possibly a former church choir member, who tells stories of jazz’s impact on the local culture 
  • Jane Doe – Young singer and guitarist in Little Burgundy, who will represent the next generation of jazz musicians coming out of Little Burgundy 

Content Calendar:

To engage with the audience, the Montreal Black Jazz Society will upload a wide range of blog posts leading up to and during the festival, that share the goals, values, and themes.  The content calendar will follow a weekly publishing schedule to keep the audience engaged and informed. The blog post ideas will work to inform, inspire, and entertain the readers while reinforcing the cultural significance of the festival:

  • May 15, 10 AM: 
    • Echoes of a Voice: How Little Burgundy Shaped Canadian Jazz: This post will dive into the history of jazz in Little Burgundy, showing of the neighbourhood became a place for Black musicians and their contributions to Canadian jazz. This post will also show the importance of local venues to promote local jazz music, instead of forcing them out of Little Burgundy. 
  • May 22, 10 AM:
    • Meet the Artists: Up and Coming Voices in Black Canadian Jazz: This post will focus on the up-and-coming jazz musicians who will perform at the festival. This post will share their journeys, musical influences, and what it means to be a part of the new generation of Black Canadian jazz artists.
  • May 29, 10 AM:
    • John Doe’s Roots: A Reflection of the Past: This post will be a behind the scenes of John Doe. It will share his music journey, connection to the Little Burgundy neighbourhood, and why he thinks this festival is important in keeping the community together. This blog post will talk about his ongoing influence and how he thinks he inspires other musicians. 
  • June 5, 10 AM:
    • Why We March: How a Community Becomes One: This post will promote the community jazz parade, which will march through Little Burgundy. It will also dive into how parades unite people from different communities.
  • June 12, 10 AM:
    • The Lounge Experience: Remembering the Sound: This post will take readers through the festival’s listening lounge, sharing jazz records from the 40s-60s. It will include stories behind the records and why it is important to preserve old jazz for future generations.

Audience Feedback and Engagement:

Audience feedback will be an important part of the blog posts, which will provide valuable information on how the content is being received and what topics the readers most enjoy. To keep track of feedback, the comment section will be on for each post, which will allow the readers to share their thoughts and experiences. Also, Instagram polls will be used to gather real-time feedback from festival followers.

Analytics also play an important role in tracking the blogs performance. Google Analytics will be used to measure page views, time spent on the page, and click-through rates in order to measure the effectiveness of the content. This data will help future blog posts, by making sure the content is relevant and engaging. 

After the festival, the Montreal Black Jazz Society will send out a survey after the festival to collect detailed feedback on the festival’s impacts, which blog posts they enjoyed the most, and what theme they would like to see in future blog posts. 

Justification:

The blog posts are important for building trust and creating a deeper connection within the community. By telling stories of both past and present jazz musicians, the blog emphasizes transparency and cultural pride. Sharing personal stories, behind-the-scenes content, and stories from the community shows how the festival is trying to preserve their presence in Little Burgundy while offering a sense of belonging for future generations.

Through the festival’s use of diverse voices and storytelling, the Montreal Black Jazz Society will strengthen its relationship with stakeholders and increase awareness of its future goals. The blog will not only inform readers about the Little Burgundy Jazz Festival, but it will also promote advocacy for housing, youth mentorship, and music education programs.  By including personal histories, music, and community impact, the blog campaign will reinforce the organization’s goal to keep the spirit of jazz alive in Little Burgundy.

Assignment 3:

Communication Plan

The BC SPCA is a non-profit charity with a main goal to protect and improve the well-being of animals in British Columbia. The BC SPCA has many corporate social responsibilities (CSR) such as: promoting animal education, rescuing endangered animals, and advocating for their well being. The BC SPCAs’ goal is to reduce animal cruelty, improve shelter conditions, and promote responsible pet ownership. Getting the community involved is important in making sure the BC SPCA is successful when it comes to promoting programs and initiatives, due to these actions relying on donations, volunteers, and raising public awareness campaigns.

The target audience for this initiative involves multiple different types of people. The first one being, people who love and own pets across British Columbia, because they are the ones who are curious about the issues animals face and are more likely to engage with BC SPCA initiatives. Next, potential donors and corporate sponsors, because their financial contributions help CSR initiatives grow. Also, volunteers and community members interested in animals well-being are important when it comes to rescuing and fostering animals. Lastly, media outlets and influencers play an important part in increasing the BC SPCAs’ message reaching a wider audience.

To effectively promote the initiatives, the BC SPCA will use social media campaigns with engaging posts, the stories of adoptive and foster parents, and stories of what challenges the animals have faced prior to coming into the SPCA that will be shared on platforms such as: Instagram, Facebook, and TikTok. Post on these apps will include visually pleasing content such as before and after rescue photos, video messages from adopters/fosters, and upcoming events. Also, a press release will shared across Canada, making sure newspapers, TV news, and online media platforms spread awareness on the SPCA’s main goals. Community events such as: adoption fairs, fundraisers, and educational workshops will be organize to encourage people to adopt/foster and overall spread awareness. Additionally, blog posts sharing success stories, adoption tips, and ways to get involved will be published on the BC SPCAs’ website, which will serve as a resource for people wanting to get involved.

To measure how successful the campaigns are, various methods will be used. We will track social media engagement through likes, shares, and comments to measure audience interaction and interest. Also, a go fund me page will be created and the success will be measured through the amount of donations, sponsorships, and how many volunteers sign up to get involved. Lastly, media coverage will be watched to assess the reach and effectiveness of the press releases.

Press Release:

BC SPCA Expands CSR Initiatives to Support Animals Well-Being Across British Columbia

On April 18th, 2025, at 1:00 pm at the Stanley Park in Vancouver BC, the BC SPCA is proud to announce the expansion of its corporate social responsibility initiative! The BC SPCAs’ main goal is to strengthen its commitment to help struggling animals across the province. Also, they are wanting to increase the amount of animals being rescued, provide veterinary care, and increase education on what it means to be a responsible pet owner.

As a part of this expansion, the BC SPCA will increase its resources when it comes to rescuing animals in need by improving the shelter facilities and expanding community outreach programs. The initiative will also include educational workshops that will help raise awareness about what a pet owner looks like, how to advocate for policies that protect animals, all while encouraging people to adopt and not shop to reduce the number of homeless animals across British Columbia and Canada.

“Because of your compassion, loyalty and generosity, we have achieved so much together to improve the quality of life for animals in B.C. and across Canada,” said Craig Daniell, Chief Executive Officer at BC SPCA (BC SPCA, 2020)

The BC SPCAs’ main goal it to protect vulnerable animals and promote strong connections between both animals and people so they can thrive together. Their mission is centred around the animals well-being, rescuing and caring for animals in need, advocating for stronger animal protection laws, and educating the public on what it takes to be a proper pet owner. Their core values reflect their commitment to compassionate care, respect, and working as a team, to make sure their efforts create a long-lasting impact. The BC SPCA works ethically and holds themselves accountable, they stand against animal cruelty while protecting animals across British Columbia.

Because of support, donations, corporate partners, and hardworking volunteers, this initiative is possible. People from all around the community are highly encouraged to participate in the initiative by adopting/fostering pets, donating, or volunteering their time to help with rescuing and rehabilitating animals. This expansion is important due to shelters becoming full, due to more animals across BC facing cruelty and homelessness.

The BC SPCAs’ goal is to not only provide immediate help to animals in distress but to also create long-term solutions through public education and community engagement.

“The animals need your help more than ever,” says Tess Repenning, senior manager of digital giving for the BC SPCA (Zielinski, 2020). Together, we, the community can help lower animal homeless rates, while increasing adoption numbers.

For any questions, please don’t hesitate to reach me at priyagill1818@gmail.com

Thank You,
Priya Gill

Blog Post:

How BC SPCA’s CSR Initiative is Changing the Lives of Animals in BC

When people think about corporate social responsibility, they think about large environmental projects or charitable donations. However, when it comes to the BC SPCA, this is not the case. For the BC SPCA, it means giving a voice to the voiceless. Through its commitment to animals’ well-being, the BC SPCA has changed the lives of many animals ranging from dogs and cats to exotic animals such as horses and reptiles across British Columbia and Canada. 


One important part of the BC SPCA’s initiative is that it has increased people’s attention to rescuing animals rather than shopping for them. Every year, thousands of animals find themselves abandoned, injured, or neglected. But thanks to this program, more resources are being put towards rescuing, making sure animals receive the love, medical care, and rehabilitation they deserve. These rescues are often put under challenging situations, but the BC SPCA’s dedicated team works endlessly to save helpless animals in distress and give them a second chance at life. 


In addition to rescuing, the BC SPCA is increasing its humane education programs, teaching communities about how to take care of their pets, ethical treatment of animals, and the importance of adoption. These efforts have already led to a noticeable decrease in pet abandonment and an increase in responsible adoptions. People are being engaged through workshops and informational sessions that help increase long-term awareness and compassion for animals.


Improving shelters is another important part of the BC SPCA’s initiative. Throughout British Columbia, many shelters struggle with overcrowding, making it difficult to care for each animal individually. With increased funding and community support, the BC SPCA has been able to upgrade its facilities, expand its housing capacities, and make sure that every animal gets the comfort and medical attention they deserve while waiting for their fur-ever home.


Beyond the BC SPCA’s direct efforts, the team is also working hard towards strengthening animal protection laws. Advocating plays an important part in making sure animals are respected long-term, and the organization is fully committed to pushing for stronger rules and regulations that prevent animal cruelty and neglect. One of many cases is the one that occurred on February 13th, 2025, when 25 neglected cats and 1 matted dog were saved from a property in BC (BC SPCA, 2025). The 26 animals were living in their feces, injured, and unable to move (BC SPCA, 2025). Thankfully, due to the SPCAs’ values, they were able to save the 26 animals and give them the medical treatment required and they are currently up for adoption.

The success of this initiative strongly relies on the support of the community. Whether it is donating, volunteering, or simply spreading awareness, every person has an important part in protecting animals.

If you are passionate about animals and their well-being, now is the time to get involved. Want to make a difference? Visit https://spca.bc.ca to learn more about the BC SPCA’s CSR initiatives and how you can help give animals a second chance at life.

Resources:

https://spca.bc.ca

BC SPCA. (2025, February 13). 25 cats and one severely matted dog saved from property east of Terrace. https://spca.bc.ca/news/25-cats-and-one-severely-matted-dog-saved-from-property-east-of-terrace/ 

BC SPCA 125th Anniversary. BC SPCA. (2020, September 22). https://spca.bc.ca/about-us/celebrating-125-years-of-protecting-animals/#:~:text=An%20because%20of%20your%20compassion,vulnerable%20and%20at%2Drisk%20animals. 

Zielinski, J. (2020, May 15). BC SPCA launches virtual fundraiser locked-in for love to support animals in need. Terrace Standard. https://www.terracestandard.com/social-matters/bc-spca-launches-virtual-fundraiser-locked-in-for-love-to-support-animals-in-need-6048442 

Assignment Two

Press Release

The Omega Returns: TRU’s Student Newspaper Relaunches with a Bold New Vision

Thompson Rivers University’s official student newspaper, The Omega is excited to announce its relaunch with a special event on April 10, 2025, from 6:00 PM to 8:00 PM at Thompson Rivers University Campus Activity Centre Grand Hall. This event is here to celebrate the paper’s revival and its continued commitment to providing high-quality student journalism.

The event will include speeches from the manager of The Omega, Sean Brady, and The editor-in-chief, Robert McAlaster, who will share the future plans for TRU’s The Omega Newspaper. During the relaunch event, there will be live music, a themed photo booth, hands-on media sessions, and local comedians, for students, faculty, and community members to enjoy. Also, guests will have a chance to take hands on photo taking classes, where they can learn how to take and edit captivating cover photos for their own blog posts. Lastly, guests who attend the event will be treated to a complimentary dinner buffet, along with an open bar to celebrate the relaunch of The Omega Newspaper.

During a previous press conference, Sean Brady emphasized the importance of real media, stating, “hardcopies are more impactful due to the ability to actually feel and see the material.” He also shared a few tips and tricks one of them being the importance of using captivating colourful images. In order to learn more secrets, it will be important to attend the event! Sean also highlighted the office’s accessibility, mentioning that The Omega’s office is located in Room 2768 in Old Main at TRU, and meetings are held every Monday for those interested in getting involved and learning more about news letters.

The Omega is known as TRU’s primary student-run news source and has been an important part of campus for years, sharing up to date topics ranging from student affairs and campus news to local and global events. The relaunch includes interesting topics, an editing team, and increased digital engagement through their online website (theomega.news). Sean also announced a current job opening for one writer, with more opportunities becoming available in August and September 2025. Be sure to check in on their website to become aware of when applications are open.

Students and faculty are welcome and encouraged to attend the event to learn more about how they can contribute to or engage with The Omega. Copies of The Omega magazine are placed in the main buildings around campus (Old Main, HOL, and the International Building), ensuring easy access to its content

Distribution Plan:

To effectively distribute the press release, I would use a multi-channel approach targeting local media outlets, TRU platforms, and social media channels. First, I would focus on local media outlets such as news stations, newspapers, and digital platforms to send the press release information to the general public. These media outlets have a wide audience platform and are important for building credibility within the community. Local media also allow for the press release to reach individuals outside the university, expanding its invisibility. Additionally, I would make sure the press release is sent to TRU’s website, campus newsletters, and bulletin boards. These TRU platforms are important for engaging with students, faculty, and staff. By promoting through these channels, I will make sure that the university community stays informed and involved. Next, to reach the younger audience, I would use popular social media platforms such as Facebook, Instagram, and TikTok. These social media platforms would make sure I reach students, staff, and an overall larger community, offering a more interactive and engaging way to share the message. TikTok specifically, is important for short, visually engaging content that relates with the younger audience. Lastly, emails would be sent out to faculty and staff, providing them with the necessary information while having formal communication within TRU. This approach will make sure that the press release reaches the necessary audiences, promoting engagement both within the university and the outside community.

Kamloops This Week (newsroom@kamloopsthisweek.com):

This is a major local newspaper in Kamloops that provides coverage on community events, news, and issues in Kamloops. They have a broad audience, making them important for spreading the message to the local population.

CBC Kamloops (kamloops@cbc.ca):

CBC offers a platform for local news coverage. Their reach expands beyond the Kamloops area, giving the press release exposure to a wider audience.

TRU Student Union (info@trusu.ca):

The Student Union is directly connected with the student body at TRU. They can distribute the press release on their platforms, helping it reach a wide range of students through email, newsletters, or campus events.

TRU Social Media Team (social@tru.ca):

The social media team handles all university communications across platforms like Facebook, Instagram, and Twitter. They can share the press release with students, faculty, and future students.

TRU Events Calendar (events@tru.ca):

The TRU Events Calendar is an important resource for promoting university-related events. Including the press release here makes sure that it will reach students who are interested in on-campus activities, including students, faculty, and staff.

Campus Advertising (Promotion through TRU bulletin boards, digital displays, and flyers):

Physical and digital displays around high-traffic areas like Old Main and the House of Learning can target students on campus. Posters and flyers make sure the message is visible to people who may not engage with online platforms.

The Kamloops Daily News (editor@kamloopsnews.ca):

This local newspaper reaches a broad audience in Kamloops, including local people who rely on newspapers for local event updates.

CFJC News (kamloops-newsroom@pattisonmedia.com):

The local news station can broadcast the press release to the Kamloops community. TV coverage is useful for reaching a more diverse audience, including those who prefer watching television.

B-100 (Advertising Sales: 250-372-3322):

The local radio station, B-100 will reach people drive to places and who tune in for local news and updates. Radio coverage could effectively spread the message.

Castanet Kamloops (778-376-2151):

Castanet is an online news platform, perfect for reaching people who consume news digitally. They also have engaging interactions through comments, which would help create a conversation around the press release.

Big Panda Media (250-879-0654):

This company focuses on media production, so they may have an online or social media presence that could help share the message.

NL Broadcasting Limited (250-372-2292):

This local broadcasting company manages many stations, including radio channels. They can broadcast the press release to different radio stations in the Kamloops region.

CFBX The X 92.5 FM (250-377-3988):

CFBX is TRU’s campus radio station and can target students and the younger audience.

Echo Newspapers (250-374-3246):

Echo Newspapers covers local community news, making them an important resource for reaching the broader Kamloops community.

The Omega TRU (editor@theomega.news):

As TRU’s student newspaper, The Omega is important for distributing the press release within the student community.Featuring it here makes sure that students are informed and engaged with university-related news.

Assignments Go Here

During CMNS 3350, I will be working on assignments that explore real world Public Relations practices, which will allow me to develop practical skills. One of the first assignments will involve creating a press release for an upcoming event. This will help me learn how to write clear and engaging announcements for different audiences.

Another assignment will focus on building a detailed communications plan. This project will give me a chance to explore how companies use Corporate Social Responsibility to show their values and connect with their audience while creating a professional environment.

Lastly, I will be putting together a media kit. This will help me better understand how to communicate professionally and create strategies that align with an organization’s goals.

Stay tuned to find out more! Hopefully, you as the readers find my assignments as interesting as I do!