PUBLIC RELATIONS STRATEGIST

KINDRED AND COAL | OP-ED-REC-POST-2026-02-POS

Public Relations Strategist (Founding Non-Profit Volunteer) Organization: Kindred and Coal Dog Rescue (Non-profit #1001520517) Location: Toronto, Ontario - The Junction Neighbourhood (Remote) Are you a master storyteller with a passion for building movements? Do you have a "knack" for turning a mission into a headline and building lasting community connections? This role is for you!

We are seeking a Public Relations Strategist to join us with "Founder" status. You won't just be executing a plan; you’ll be owning the entire reputation roadmap for a Canadian non-profit startup. Working alongside our Digital Content Creator, you will be half of a powerhouse communications team designed to put Kindred and Coal on the map. If you know how to bridge the gap between a brand and its community, let’s talk.

About Kindred and Coal Where the dog leads the way home.™

Kindred and Coal is a dog rescue operation and West End creative collective born from the brick-and-beam spirit of the Toronto Junction. We believe that saving a life is an art form, one that requires the same grit, reverence, and soul that defines our industrial heritage. We are not a traditional rescue; we are a community of advocates fundamentally changing how adoptions are made by prioritizing the advocacy and agency of the animal.

Our mission is built on three foundational pillars tailored for the visionary strategist:

• The Dog as the Creative Director: We have retired the "application-first" model. At Kindred and Coal, the dog leads the way. Our process is built on our proprietary matching model which is our “Secret Sauce" of deep, soulful compatibility and mutual consent. We listen to the dog’s agency and behavioural cues as our only compass for every placement

• Art is our Fuel: We lean into our creative roots to fund our mission. Through curated storytelling and art-driven initiatives, we generate the independent capital needed to give every dog the time and high-cost care they deserve. By letting art fund the rescue, we stay free to focus entirely on the dog.

• Junction Soul, Industrial Heritage: Our aesthetic is a love letter to the West End, blending the gritty, industrial heritage of our neighbourhood with soft storytelling. We are a space where the “hard” edges of rescue work are me with the “soft” touch of artistic advocacy.

We are building a movement where the dog isn't just a participant; they are the storyteller. We don't just find houses; we facilitate a "click" so profound it feels like destiny.

Kindred and Coal | January 2026 | v1.0 Confidential Recruitment Use Only Page 1 of 3

KINDRED AND COAL | OP-ED-REC-POST-2026-02-POS

The Role: Architect of Reputation

As our Public Relations Strategist, you are a founding partner in our 2026 "Build Year." While our Digital Content Strategist captures the visual poetry of our mission, you will design the Media Architecture that secures our place in the rescue landscape. You are the steward of our identity, ensuring our "Dog-Led" model is recognized as the new gold standard for compassionate advocacy.

Key Responsibilities

• Media Architecture: Design and execute a media strategy that balances our professional standards with the raw, industrial heart of our mission.

• Community Integration: Act as the primary liaison for the Toronto Junction. You will ensure our brand reflects local industrial heritage and the artistic vibe of the West End to foster deep, soulful local ties.

• Narrative Stewardship: Ensure all public-facing communications reflect our "Dog-Led" model, prioritizing the dog’s voice and agency as the primary storyteller in their own adoption journey.

• Artistic Advocacy: Support the integration of art-driven storytelling to fund high-cost veterinary care and celebrate the human-animal bond through a high-prestige lens.

• Reputation Architecture: Serve as the steward of our organizational identity. You will balance professional rigor with the profound emotional intelligence and kinship-based advocacy that distinguishes Kindred and Coal in the rescue landscape.

• Collaborative Narrative Integration: Work in close partnership with the Digital Content Strategist and other founding volunteers to ensure a cohesive, "Dog-Led" vision across all platforms. Together, you will bridge the gap between soulful storytelling and the proprietary matching model that defines our work in the Junction.

Commitment & Phased Delivery

• Term: Initial one-year term starting in March/April 2026.
• Founding Phase (90 days): ~5–8 hours per month to establish the communications

framework and community engagement strategy.
• Ongoing Oversight: ~4-6 hours per month for media relations and stakeholder

management.

Phased Delivery

Phase 1 (Spring/Summer): Community & Narrative

Establish our presence in the Toronto Junction. Develop the "Industrial Heritage" narrative and secure initial partnerships with local community stakeholders; artisans, business owners, and residents, who value both innovation and compassionate advocacy.

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KINDRED AND COAL | OP-ED-REC-POST-2026-02-POS

Phase 2 (Autumn/Winter): Advocacy & Launch Prep

Craft the public-facing messaging for our official 2027 launch. You will tell the story of how our proprietary "Dog-Led" model serves the "heart" of the rescue, ensuring transparency, ethical rigour, and a sense of kinship in every connection.

Requirements & Application
• Founder’s Briefing: Shortlisted candidates must attend a virtual briefing on April 22,

2026 at 7:00 pm EST.

• To Apply: Submit your portfolio/LinkedIn and Letter of Reference by April 20, 2026, to Natalie Lalonde at kindredandcoal@gmail.com

Kindred and Coal | January 2026 | v1.0 Confidential Recruitment Use Only Page 3 of 3

mailto:kindredandcoal@gmail.com

• Public Relations Strategist (Founding Non-Profit Volunteer)
• About Kindred and Coal
• The Role: Architect of Reputation
• ​Key Responsibilities
• Commitment & Phased Delivery
• Phase 1 (Spring/Summer): Community & Narrative
• Phase 2 (Autumn/Winter): Advocacy & Launch Prep
• Requirements & Application