1. 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.

2. 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.

3. 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

4. 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.

5. 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.

6. 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.

7. 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.