The  Dallas  ISD  News  &  Information  team  generated  nearly  300  published  article  placements  in  the  second  semester  of  the  2014-­‐2015  school  year.**  It’s  the  result  of  a  strategy  focused  on  daily,  proactive  and  

interpersonal  outreach  to  media  sources.  The  goal  is  to  create  opportunities  to  explore  the  efforts  of  students,  campus  staff  and  schools  in  building  supporting  college  and  career  readiness.    

Here’s  how  we  did  it:  

2014-­‐2015  Media  Coverage  Summary  

BEING  SEEN,  BEING  HEARD  

From  Dec.  2014  to  June  10,  2015,  News  &  Information  averaged  49.6  stories  per  month  that  were  pitched  and  published.  Those  placements  were  not  random  news  coverage.  The  N&I  team  engages  

media  daily  to  suggest  and  assist  in  news  coverage  that  serves  Dallas  ISD’s  strategic  interests.  From  the  champion  scholar-­‐athlete  women’s  wrestler  at  North  Dallas  High  to  the  outstanding  library  and  literacy  

program  at  B.H.  Macon  Elementary,  these  stories  help  shape  the  thoughts  and  beliefs  of  our  constituencies.  

REACHING  TRUE  COMMUNITY  AUDIENCES  

Nearly  one-­‐third  of  the  team’s  successful  pitched  articles  reached  strictly  African-­‐American  or  Spanish  speaking  audiences.  Dallas  ISD  averaged  more  than  15  placements  a  month  in  this  category,  far  exceeding  the  established  goal  of  four  mentions  per  month  for  those  publications.**  This  outcome  is  vital,  as  those  groups  make  up  more  than  60  percent  of  the  district’s  total  enrollment.  

 

MASSIVE  OUTREACH  

Dallas  ISD  pitched  published  articles  were  viewed  approximately  259,611,992  individual  times  between  Dec.  2014  and  June  10,  2015.  By  comparison,  the  estimated  2015  population  of  the  United  States  is  more  than  321  million.  From  coast  to  coast  in  America  to  abroad,  the  News  &  Information  team  was  able  to  support  and  pitch  articles  that  appeal  to  diverse  audiences.    

 

WHAT  YOU  SPEND,  AND  WHAT  YOU  RECIEVE  

Including  salaries,  Dallas  ISD  budgeted  an  estimated  $381,000  to  support  the  News  &  Information  Department.  By  comparison,  the  total  advertising  value  of  nearly  300  pitched  published  stories  is  more  than  $2.4  million.  That  is  a  return  of  nearly  600  percent  to  the  district  and  its  taxpayers.  That  value  represents  the  cost  if  the  district  had  

purchased  advertising  with  these  media  outlets  when  the  listed  stories  were  published.  Instead,  through  the  team’s  efforts,  we  were  able  to  obtain  those  positive  mentions  for  free.  

BY  THE  NUMBERS  

Total  mentions:  298  

Average  number  of  pitched  published  stories  per  month:  49.6  

Total  circulation  of  stories:    More  than  259,000,000  

Total  estimated  return  on  investment:  More  than  $2.4  million

STORY  HIGHLIGHTS  –  Each  image  is  a  hyperlink

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Feb. 2, 2015 – Dallas Morning News

This feature story from the region’s major daily newspaper chronicled Quintin

Neroes, a Conrad HS senior that earned acceptance into Harvard. The multi-

talented student’s challenging background paved the way for his success.

April 8, 2015 – El Hispano News

Throughout the first half of 2015, Dallas ISD increased its recruitment of bilingual

teachers. This is one of several stories generated that documented those efforts.

As important, the district was able to increase its effectiveness in this area by

sharing this message directly with Spanish-speakers and bilingual constituents.

STORY  HIGHLIGHTS    

 

 

 

 

 

 

 

 

 

 

 

 

 

Feb. 24, 2015 – Dallas Weekly

Dallas ISD announced the creation of the Accelerating Campus Excellence effort to

increase achievement at its most challenging campuses. This article, one of

several written by Dallas ISD News & Information that were published by various outlets, spelled out what the effort means

for students and schools.

May 8, 2015 - Univision

Not many people know that Booker T. Washington High School has an

outstanding Mariachi band. This long-form feature by Univision captures the students

showing off their talents.

STORY  HIGHLIGHTS    

 

 

 

 

 

 

 

 

 

 

 

 

March 3, 2015 – WFAA-8

Kymber’Lynn Jackson, a student at North Dallas High School, has made a name for herself nationally as a women’s wrestling

champ. This story by WFAA not only covers her successes, but her

transformation from troubled student to victory.

March 3, 2015 – KTVT-11

Paul L. Dunbar Learning Center has had tremendous strides thanks to the

transformative leadership of Principal Dionel Waters. This story shows how the youngest learners already have their sights

set on college and beyond.

STORY  HIGHLIGHTS    

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The figures used in this document were compiled using Meltwater News and TV Eyes, as well as using secondary estimates. **Denotes that there may be as many as 40 more stories not documented by this report due to an inability to track links and publication dates. We are making internal changes to reduce this slippage moving forward, including using a new tracking service.

March 5, 2015 – Dallas Morning News

Billy Earl Dade Middle School endured a number of challenges during the 2014-

2015 school year. However, rays of light, as always, started with students. In this case, this feature story documents the school’s new Leadership Cadet Corps.