Urban Communications Plan

Using the problem statement below, create a communications plan that will be used to help the homelessness problem in Oakland. Utilize sources other than ones listed below that are more primary. Follow the other directions below: Annotated bibliography that includes how the source was used in the plan Determine who your target audience consists of. Identify who are your stakeholders? What do you want your key message to be? Define clear-cut goals and objectives of the plan (Measurable, specific goals, results oriented and time-bound) Develop a schedule for the communication plan (press conferences, twitter posts, newsletters, etc.) (also talk about what communication has already been made) Develop your plan of attack. What communication vehicles will you use to get your message to the public? Examples may include as you have identified in your presentations: Press releases Social Media Twitter Instagram Facebook (Facebook Live, Periscope) Ads Letters to the Editor Press Conferences, Interviews, or Media Tours Local media National media Radio, Television, or Press Interviews Public Speaking events Budget Address State of the City Collateral materials Flyers Pamphlets 8) Put measures in place to track the results of your communication plan. Did you achieve the defined objectives and goals of this campaign? How do you know? Oakland, California In recent years there has been a trend of gentrification and change in Oakland, California. The city is in need of a communications plan that will construe a narrative of positive and proactiv change in Oakland as the face of the city begins to change. The Problem: Throughout the past few years, the story in Oakland, California has been one of change. More and more people have begun to move their families to areas of the city where the rent is relatively low and the weather is nice. With this increased popularity comes an increase in rent prices, making it difficult for current residents to keep up payments, and in turn pushing them out of their homes. An article from the SF Gate claims, \”The housing market conditions are completely out of control, with no real accountability to the people who are being displaced,\” and \”these stark rent increases, people being forced to move far away and commute longer – these are not signs of healthy communities.\” In addition to moving away, others have simply become homeless, or have turned to “DIY venues”, which are spaces that do not have that proper safety certifications for living. In 2016 a fire occurred in Oakland known as the “Ghost Ship warehouse fire”. This fire resulted in the tragic death of 33 people. Rolling Stone reported that following the devastating fire, Oakland Mayor Libby Schaaf issued an executive order to “protect tenants and DIY venues as the city improves safety measures in such spaces”. In addition, there have been problems in Oakland related to people living in homeless encampments, most recently with the discovery of a village of tents that was housing 16 people. There are people attempting to sanction these encampments and utilize them to help those in need, as a hoodline article pointed out, “officials selected a smaller encampment at 35th and Magnolia to use as a pilot for Compassionate Communities, a program that provides residents with washing stations, portable toilets, trash pickup, mental health outreach, and access to other services.” Because the city hopes to protect the tenants in DIY housing and homeless people living in encampments, it is imperative that an effective communications plan is implemented to ensure that the stakeholders, as well as the audience, are all assured that the problem is not being ignored. There are a number of stakeholders involved in such a broad issue. The first stakeholder, of course, is the city. It is an imperative job for the city to ensure that their residents are not being treated unfairly. The second stakeholders are those that are being pushed out of their homes. This includes people forced to live in DIY housing, as well homeless people living in encampments. In addition to those being pushed out of their homes, those hoping to move into Oakland are also considered stakeholders because this is in issue that in the long run could affect them. Another stakeholder includes the people that live in the neighborhoods where these encampments reside. These residents need some sort of incentive to allow these encampments in their neighborhood and in turn help their city. In present day, Oakland has a reputation for being artistic and diverse, although historically it was known for its crime. Movoto identified Oakland as the most ethnically diverse city in the US. It is also the home to famous rappers such as Neff and G-Eazy. These two were recently the focus of a video documentary for Vice, where gentrification and the decrease in low-income housing was a main topic of discussion. This segment painted gentrification as a villain that is tearing apart communities. Creating a communication plan that communicates a narrative of proactive change will not come without obstacles. The biggest obstacle in any issue is attempting to please both sides. Although it is a negative thing that people are being displaced by gentrification, it is not necessarily all bad. As the SF Gate points out \”Change is always good,\” he said. While gentrification once meant only more white people moving in, today many Latinos are part of the incoming middle class. Reid noted that his district is increasingly Latino as African Americans continue to move away. \”Where we once had vacant storefronts, we now have Latino businesses. And in the hills we\’re seeing young families from San Francisco. It\’s definitely shifting.\” Therefore, it is hard to fix a problem when the cause of the problem is necessarily more of a positive. The obstacle that comes with this is the question of how the city can grow without some of the negative side effects. The SF Gate further mentioned “Olis Simmons, head of Youth Uprising, an East Oakland community center, said that villainizing newcomers is not the way to go. Development and investment should be welcome in poor neighborhoods. But residents should be able to benefit from the new jobs and other perks. All in all, it is crucial that there is the ability for positive growth on both sides of the issue and furthermore that the narrative of the city remains in control of the city. *Other stakeholders include activist groups, police, etc…… References Blistein, Jon. \”Oakland Mayor Issues Order to Protect DIY Spaces After Ghost Ship Fire.\” Rolling Stone. Rolling Stone, 12 Jan. 2017. Web. 21 Feb. 2017. Grigson, Natalie. “50 Things You Probably Didn’t Know About Oakland.” Movoto, Movoto Real Estate,www.movoto.com/guide/oakland-ca/oakland-facts/. Accessed 18 Feb. 2017. \”Resident Of W. Oakland Homeless Camp: \’I See Lots Of Opportunity Here\’\” Hoodline. N.p., n.d. Web. 21 Feb. 2017. Jones, Carolyn. \”Gentrification transforming face of Oakland.\” SFGate. N.p., 08 Apr. 2014. Web. 14 Mar. 2017.

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