Regional Public Relations Effort"Regional Public Relations Effort"
Scott Tims
Public Information Officer
City of Dallas
Public Works and Transportation Department
Storm Water Quality Division
2721 Municipal Street, Room 12
Dallas, TX 75215
Phone: 214/670 -8285
FAX: 214/670 -8047
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FOUR -STEP PROCESS OF PR
• Defining the problem — research — or asking "what's the opportunity ?"
Setting goals and objectives to reach them
• Planning and programming "What should we do and why ?"
Includes defining target audiences
• Taking action and communicating "How do we do it and say it ?"
Selecting the proper tools (i.e., publications, events, displays, etc.)
• Evaluating the program "How did we do ?"
Do we adjust or scrap a program?
DFW MEDIA
• Market size — ` rr 5 0 �` d 0 u s • ` 9 o sd r sou rce
• In the Dallas/Fort Worth Metroplex, there are:
• 15 television stations
• 65 radio stations
• 4 major newspapers, including Arlington papers
• Numerous newspapers, magazines, journals, trade magazines
• Average number of press releases received per week: 100
• 1979 survey: Dallas Morning News: 812 releases in one week
• About 2/3 of releases are thrown away because they are not newsworthy
MEDIA COVERAGE
• Television
• Newscasts
• Special interest programs
• News morning shows, noon shows
• PSAs
• Radio
• News talk shows
• News updates
• Special interest programs
• PSAs
• Print Media
• News stories
• Feature stories /special series
• Paid display advertorials
• Paid display advertising
COVERAGE OPPORTUNITIES
• Special events (i.e., Trinity River Awareness Day)
• Initiatives (i.e., fire ant program)
• NPS education points, esp. by season (fertilizing properly)
TOOLS
• Events
• Press releases
• Printed materials
• Give -away items
• PSAs
WHY A REGIONAL APPROACH?
• Better chance of news coverage
• Cost sharing
• Strengthens importance of the message
WHERE TO BEGIN
• Public information meetings, monthly
• Information exchange and feedback
• Joint project planning and execution for regional efforts
Dallas/Fort Worth Media
(partial listing)
SELECTED PRINT MEDIA, DALLAS AND DFW
This is a partial list of all print media in North Texas that includes target media and
additional media contacted by the City of Dallas.
African Herald (Dallas)
Asian News (DFW)
Business Dallas
D Magazine
Dallas Business Journal
Dallas Child
Dallas Chinese News
Dallas Chinese Times
Dallas Examiner (African- American;
Dallas)
Dallas Family
The Dallas Morning News
Dallas Observer
Dallas Voice
The Downtown Business News (Dallas)
East Dallas/Lakewood Advocate
El Extra (Dallas)
El Heraldo News (DFW)
El Hispano (DFW)
El Sol de Texas (DFW)
The Korea Times Dallas
The Korean Journal
La Fuente (DFW)
Lake Highlands Advocate
La Prensa (DFW)
The Met (DFW)
Metro News (DFW)
Minority Business News (Dallas)
Northside People (Dallas)
Novedades (DFW)
Oak Cliff Tribune (Dallas)
Post Tribune (African- American; Dallas)
Turtle Creek News (Dallas)
Vietnam Weekly News (DFW)
The Weekly (African- American; DFW)
The White Rocker News (Dallas)
RADIO STATIONS
There are 65 radio stations in North Texas, and many of them will take PSAs. Some have
news coverage.
TELEVISION
These stations all take PSAs unless otherwise noted. PSAs must be professionally
produced in beta format.
KDAF — 33
KDFI — 27
KDFW — 4
KDTN — 2 (No PSAs)
KDTX — 58 (Trinity Broadcasting
Network)
KERA — 13 (Not sure about PSAs)
KFWD — 52 (Spanish)
KHSX — 49 (Home Shopping Network)
KLDT — 55 (Christian)
KTVT —
11
KTXA —
21
KUVN
— 23 (Spanish)
KXAS —
5
KXTX — 39
WFAA — 8
TRADE, SPECIAL INTEREST PUBLICATIONS
Too many to count; too many to list.
ADDITIONAL MEDIA
Publications produced by:
• Neighborhood associations
• Civic clubs and groups
• Environmental groups
• Municipal trade publications
• Cable television municipal channel; community access
• College and educational institution publications
• Government and municipal agency publications and libraries