2. 2
Table of Contents
1. Communications Audit............................................................................................................. 3
1.1. Goal ...................................................................................................................................................3
1.2. Mission ..............................................................................................................................................3
1.3. History Statement ............................................................................................................................3
1.4. Target Audiences .............................................................................................................................5
1.5. Key Messages....................................................................................................................................5
1.6. Channels............................................................................................................................................5
1.7. SWOT ...............................................................................................................................................7
1.8. List of Competitors ..........................................................................................................................8
2. Strategic Plan ............................................................................................................................ 8
2.1. Objective 1........................................................................................................................................8
2.2. Objective 2........................................................................................................................................9
2.3. Objective 3........................................................................................................................................9
2.4. Objective 4........................................................................................................................................9
2.5. Evaluation.......................................................................................................................................10
3. Social Media Calendar ........................................................................................................... 12
4. Media Contact List ................................................................................................................. 15
3. 3
Communications Audit
Goal
The Dallas Arboretum’s goal is similar to its mission, which is to educate people in the
beauty of nature and to teach them to appreciate their surroundings and history while maintaining
a public venue. A Botanical Garden like this is just an expression of how privileged humans are
to have such a paradise so close to them.
According to the website, they want to promote the art, enjoyment and knowledge of
horticulture, and provide opportunities for education and research through their botanic garden
(“Board of Directors,” 2015). They accomplish this goal through the many research studies and
festivals they hold annually for its members and locals to participate in, many of which were later
mentioned in the press.
Mission
According to Dallas Arboretum’s website, their mission statement is “to build and maintain
a public venue that promotes the art, enjoyment and knowledge of horticulture, while providing
opportunities for education and research. We are committed to excellence, good management and
fiscal responsibility” (“About the Dallas Arboretum,” 2015).
History Statement
The Dallas Arboretum and Botanical Garden is the product of a group of people that wanted
to help preserve the environment and the history of its nature. However, this incredible arboretum
has a lot more to tell us than we can imagine; the history behind the Dallas Arboretum is what has
made it known for its great environmental initiatives, but also to own a piece of history recognition
thanks to DeGolyer’s house. It is considered a part of the National Register of Historic Places
(NRHP). Before the DABS was founded, the land belonged to E.L. DeGolyer, a geophysicist that,
in 1939, owned a 44 acre Spanish-style estate known as “Rancho Encinal,” now known as a NRHP.
It has a lake view of the White Rock Lake and is surrounded with beautiful flower gardens, thanks
to his wife, Nell DeGolyer. After the death of Nell DeGolyer, the DeGolyer sons donated the estate
to the Southern Methodist University in 1972, but it was later purchased by the city of Dallas
(Wossen, 2015).
According to their website, the DABS incorporated as a nonprofit organization in 1974,
and three years later the City of Dallas Park Board encouraged the nonprofit to locate themselves
in DeGolyer Estate and raise funds to make it their official location. (“Our History, 2015). Thanks
to DABS efforts and the support of local citizens and many businesses they raised enough money
to purchase the 22-acre Alex Camp House to combine it with the DeGolyer Estate, which means
that DABS consists of a total of 66-acres of land. The City of Dallas and DABS finally signed a
contract in 1982, which helped the Dallas Arboretum and Botanical Garden to open its doors to
the public in 1984 (“Our History, 2015).
The DABS mission is to help preserve our environment and educate people by showing
them that horticulture is more than knowing how to cultivate a garden, horticulture is an art; a gift
of planet earth. By mixing art, history, and nature in a same place people are able to connect with
the environment, do researches, and enjoy its beauty in all senses. In a world where human beings
are constantly destroying their place of living, there is BADS reminding us that there is much more
in our surroundings and we need to take care and appreciate them.
5. 5
with being consistently involved in the people of Dallas’ lives by providing several events and
locations for the people of Dallas to come together for different reasons.
DABS has been growing and expanding their initiative year after year, but one cannot
ignore the fact that it is younger than the other botanic gardens and arboreta around the nation.
However, the organization has seen this as an advantage and an opportunity to grow and develop
its gardens as well as its education and research programs. The future of DABS relies on its Master
Plan, which focuses on the development of the Arboretum’s spaces and areas that are still not in
use and to keep providing families the experience of nature.
Target Audiences
Families to raise money and brand awareness through holiday events, gatherings,
photography, etc.
● Children: to spread brand awareness and education through holiday events, special
programs, educational purposes, etc.
● Elders: to spread brand awareness by offering scenery, interest in nature life, gatherings,
etc.
● High Schoolers: to spread awareness through pictures for senior portraits, homecoming,
prom, headshots, etc.
● Nature Enthusiasts: to spread awareness and potential partnerships by offering interest in
nature life, educational purposes, events, gatherings, etc.
● Local and surrounding ISDS to spread awareness, potential donors and educate the
community.
● Community Leaders for potential donors
● Donors: as a nonprofit they need financial support. They need them to raise money for
the organization.
Key Messages
According Terry Lendecker, Vice President of Advertising & Promotions, some key
messages of the Dallas Arboretum are:
“We are a place for families” (T. Lendecker, personal communication, October 10,
2015).
● “A garden is a shared experience and is multi-generational” (T. Lendecker, personal
communication, October 10, 2015).
● “It is hard to find another place in the city that can bring so diversity in age and culture,
all together in one place. The Dallas Arboretum does that” (T. Lendecker, personal
communication, October 10, 2015).
● The Arboretum is a place where people can have fun and learn about the art of
horticulture.
● They provide opportunities for research in a diverse and responsible environment.
Channels
Facebook, Twitter, Flickr, Pinterest, YouTube, Instagram, Google plus, Blog.
1. Main Web Page: Their website, which is their main source of information, is very
attractive and motivates visitors to navigate throughout their web pages. They have a
“Donate” button, which makes it easy for people to support the organization and help with
6. 6
funds. It is constantly updated by posting their new events, news, and other relevant
information to keep their followers on track.
2. Facebook: The use of their Facebook page is regular. They post and average of 2 to 3 posts
per day, including photos and other interesting content for their followers. It has 125, 980
likes and 255,483 visits
3. Twitter: Their Twitter page is very popular, they post regularly and average of 2 to 4 (or
more) tweets per day. They have 12.6K followers and they receive a lot of retweets and
favorites per tweet.
4. Instagram: Their official Instagram page is daily updated with an average of 1 to 2 posts
per day; they post photos showing their upcoming events. Their photos receive an average
of 100 to 400 likes and more than 24,000 have used the #dallasarboretum hashtag. They
have 5,959 followers.
5. Blog: They try to post once or twice per month depending on their events or topics. They
share a lot of visual and audiovisual content on their posts. They use their blog to educate
people about horticulture or to talk about their events or news.
6. Pinterest: They have 35 boards with many high definition and beautiful photos of their
events, families (mostly kids and babies), flower decorations, etc. They do not receive a lot
of pins or likes per board and they have 884 followers.
7. Flickr: their Flickr page needs to be updated; their last post was in 2011.
8. YouTube: their YouTube web page is not that popular, they have 157 subscribers and have
uploaded 80 videos (the last one was uploaded one week ago), and do not receive a lot of
comments. They try to post videos at least once a month.
9. Google plus: their Google+ web page is very active and they post content (mostly videos
or photos) almost every two or three days or at least a few posts per month. They 87
followers and 60,170 views.
10. Donor newsletter: monthly.
11. Membership newsletter: monthly, more often during events (i.e. concerts, educational
classes).
7. 7
SWOT
STRENGTHS WEAKNESSES
● According to Lendecker, “the Dallas
Arboretum prides itself in balancing
its budget” (Lendecker, 2015).
● According to Lendecker, “We have
some of the most passionate, talented
and dedicated staff of any not-for-
profit that I know” (Lendecker, 2015).
● History: DeGolyer’s House is a
National Register of Historic Places
(NRHP)
● Land/territory: 66 acres and 19 named
gardens, such as the Women’s Garden
and Children’s Garden.
● Known as a dedicated organization
with great careful detail on everything.
● Appropriate for all ages.
● Well known as one of the most
beautiful botanical gardens in the
nation.
● Their use of various social media
channels; they are present in many of
them.
● Top best arboretums around the world.
● According to Lendecker, “we are a
not-for-profit so we have a small staff
for the amount of work required”
(Lendecker, 2015).
● According to Lendecker, “We do not
have a big budget to advertise
everywhere. We rely on the good
relationships with our media partners
and the local press” (Lendecker,
2015).
● Admission tickets and parking tickets
are perceived as expensive.
● Inconsistent social media posting and
engagement in some of their social
media channels (YouTube, Flickr).
● Not everybody in Dallas is aware of
the Dallas Arboretum existence.
OPPORTUNITIES THREATS
● According to Lendecker, “the Dallas
Arboretum is a garden that promotes
the beauty and art of nature. It
provides a place to exhale from all the
cares of the world. We have beauty
that rivals no one else. It is an oasis
from the hectic pace of life”
(Lendecker, 2015).
● Undeveloped areas; great
opportunities to grow.
● Location: the big city attracts a lot of
people from other countries; spread
the word outside the U.S.
● Educate audiences about the art and
history of horticulture.
● Great experience: education +
entertaining organization.
● Competitors around the nation.
● Weather: a threat for events, the
garden, visitors, etc.
● Neighbors’ complaints about parking.
● The potential for future construction
hindering their location.
8. 8
List of Competitors
It is helpful to be aware of others in the same market space as the Dallas Arboretum and
Botanical Garden. Most of its competitors are botanical gardens around the nation. They want to
stand out and show who can offer a better public venue where visitors can have fun and learn
about the art and history of horticulture. Also, these competitors contain some of the same
elements that could be threatening to the organization, but helps the growth of innovation,
creativity, and value of the Arboretum. Competitors include:
● Texas Discovery Gardens
● The Rose Gardens of Farmers Branch
● Grapevine Botanical Gardens
● Bob Jones Nature Center
● Trinity River Audubon Center
Best botanical gardens in U.S.A:
● Missouri Botanical Garden, St. Louis
● Lewis Ginter Botanical Garden, Richmond, VA
● Franklin Park Conservatory and Botanical Gardens, Columbus, OH
● Desert Botanical Garden, Phoenix
● ABQ BioPark Botanic Garden, Albuquerque, NM
● United States Botanic Garden, Washington, DC
● San Francisco Botanical Garden, San Francisco
● Atlanta Botanical Garden, Atlanta
● New York Botanical Garden, New York City
● Chicago Botanic Garden, Chicago
● Fairchild Tropical Botanic Garden, Coral Gables, FL
● Denver Botanic Gardens, Denver, CO
● Chanticleer, Wayne, PA
● Ganna Walska Lotusland, Santa Barbara, CA
● Longwood Gardens, Kennett Square, PA
Strategic Plan
The main goal consists on increasing awareness and engagement of the DABS through
traditional and nontraditional mediums.
1) Objective: By the end of the year 2016, increase media coverage and public awareness, so
people can be aware of the DABS.
a) Strategy: Reach out young people, such as children, students, college students, within the
Dallas area.
i) Tactic: Visit schools and give an interactive talk about the DABS. Give them souvenirs
and brochures to take home.
ii) Tactic: Pair with Dallas Boys & Girls Clubs of America (supported by celebrities and other
partners) to get media coverage and invite kids from the Club to the DABS to do special
activities.
iii) Tactic: Visit colleges around the area and give a talk about the Dallas Arboretum and offer
incentives for college students to motivate them to visit the DABS. For example, discount
(2x1) on tickets for college students.
9. 9
b) Strategy: Reach out families by increasing awareness through the creations of events in other
public venues in the Dallas area, and events posting on traditional mediums.
i) Tactic: Use public spaces such as, shopping malls, parks, etc., to make expositions mixing
nature with art, to aware people about DABS and its mission. Give brochures and
souvenirs.
ii) Tactic: Increase media coverage in magazines by creating and providing press releases of
unique events such as weddings, ceremonies, etc.
2) Objective: Increase engagement on DABS’ social media platforms by the end of 2016.
a) Strategy: Post new and original content on DABS’ social media platforms.
i) Tactic: Use DABS Facebook, Twitter, or Instagram photos to create contests where users
will post photos (following the contest’s rules) and will use a hashtag and tagging of
DABS.
ii) Tactic: Ask questions and hold polls so users will be able to participate and comment on
DABS’ social media channels (Twitter, Facebook, Instagram).
b) Strategy: Engage potential volunteers through DABS’ YouTube account.
i) Tactic: Create interactive and creative videos to go viral. For example: use humor in DABS
videos or create entertaining videos that shows DABS activities, such as dances, musicians,
kids playing and doing activities, etc.
ii) Tactic: Create educational videos for potential volunteers and create videos of current
volunteers and what they do for DABS.
iii) Tactic: Encourage volunteers to create their own video experience of the DABS; share
stories of what is going on inside the Dallas Arboretum.
3) Objective: Establish an increase in donations levels by the end of 2016.
a) Strategy: Reach out to potential donors within a 50-mile radius of the garden through
traditional and non-traditional media outlets.
i) Tactic: Use direct mail to reach out potential donors. Be personal, creative, and give a
good DABS pitch.
ii) Tactic: Distribute newsletters about topics of interest for potential donors.
iii) Tactic: Inform potential donors about DABS activities and more via News Releases and
publications.
b) Strategy: Reach out to potential donors by offering incentives for partnership with the
organization.
i) Tactic: Special giveaways for every potential donor.
ii) Tactic: Offer potential donors to be part of the events as VIP members.
iii) Tactic: Exclusive membership offers to potential donors.
4) Objective: Increase volunteer participation of all events in 2016.
a) Strategy: Reach out to local residents and visitors within 50 miles of the garden through
traditional media channels.
i) Tactic: Use of publications, such as newspapers, magazines, journals, etc. that target
audiences interested in nature, gardens, family events, and helping the community.
ii) Tactic: TV appearances by incorporating newsworthy elements into events that will spread
awareness of the need for volunteers.
iii) Tactic: News releases about DABS activities, events, etc.
10. 10
b) Strategy: Present volunteering opportunities at schools, especially for high schoolers and
college students, within a 50-mile radius and providing incentives.
i) Tactic: Holding events at schools that bring in volunteer participation.
ii) Tactic: Providing incentives, such as giving students volunteer hours or credit for their
participation.
iii) Tactic: Creating brochures and handing them out on school campuses.
iv) Tactic: Creating education plans that can be used by teachers in classroom settings that
help potential volunteers understand and gain more knowledge about the garden.
c) Strategy: Engage residents and visitors within 50 miles to the garden through social media
contests.
i) Tactic: Use specific social media applications to reach potential volunteers and create
specific contests, such as “take a picture of a garden you created to help your community”
on Instagram.
ii) Tactic: Create a hashtag to reach out to more audiences and create a sense of community.
Examples of hashtags: #IamDABS #beDABS #DABSforsure
iii) Tactic: Giveaways as an incentive for volunteer participation for winners of contests.
Evaluation
In order to measure and evaluate the ROI of these actions and to see if DABS accomplished
all their goals, there are a few methods and tools that can be used. When it comes to the measurable
data of media coverage & public awareness, social media, donors, and volunteer participation the
information was either unavailable or unable to be found on documents when we researched
DABS. When it comes to making them measurable, if DABS has the information we are lacking
you would just apply the measurable goal percentage to the numbers of the previous year to set an
annual goal (for example). The importance of setting goals for DABS in these areas is to show
improvement in these areas or what areas may need to be focused on more than others to help
attain the set goal. Ways to track media coverage can be found through several companies that
offer media monitoring services, or even employing a social media person to do the task and be in
charge of numbers, as well as donor and volunteer numbers by keeping track of who still
donates/does volunteer work so a percentile can be calculated to then make measurable goals.
Media Coverage & Public Awareness
Objective one’s goal is to increase media coverage through reaching more students,
colleges, and possibly connecting with clubs like the Boys and Girls Club of America and others.
An evaluation of this process would require tracking which schools, clubs and students DABS has
connected to via volunteer work, festivals, or education. This would help raise public awareness,
and DABS would see the increase through more people coming into DABS or visiting their social
media.
In the case of media coverage, we suggested making more press releases of unique stories
from DABS such as wedding photos in the garden to promote the organization even further. DABS
has already been mentioned in several newspapers and other media outlets, but as a still growing
organization it is important to “stay on top” when it comes to appearing in social media. This could
be measured by percentage of press releases released this year when compared to last year, and the
measurements of how many “pitches” were actually used in social media to promote DABS. The
more press releases successfully pitched, the more media coverage DABS will receive.
11. 11
By reaching out to more students, colleges, and clubs like Boys and Girls Club of America
a possible outcome to measure is the attendance at DABS events, such as festivals and education
opportunities. Clubs that help kids in America would benefit from and vice versa. However, press
releases are the most important aspect when it comes to any public relations. The ability to “sell”
stories to reporters is a skill that immediately gives public awareness, and a social media
advantage. The more stories through press DABS has, the more interest from potential customers,
volunteers, and donors they will get. It’s important to have the press releases fluctuate between
different ideas and coverage, so it is not the same thing over and over. If DABS plans to continue
to grow in size and number of notable annual events, staying “new” is a must.
Social Media
In general, with the introduction of social media the way an organization measures ROI
has changed in a sense that not everything is measure with dollar figures, but how the public
interacts or engages with the organization. On Instagram DABS should check every day followers’
activities, how do they respond to contests, how often do they participate or not; furthermore, it
would be a great idea to see how the number of comments and likes have increased on DABS’
Instagram photos. For Facebook, the Dallas Arboretum can use Facebook Insights to analyze
user’s engagement by paying attention to the Overview, such as likes, number of visits, post reach.
Other helpful tools would be Google Analytics and Sprout Social App which will help to check
number of page impressions, breakdown of impressions, sharing statistics, and number of likes.
In the case of social media to see if the goals were achieved, especially when referring to
the increase of engagement on DABS’ social media platforms, the organization can use apps and
tools such as Twitter Analytics App, which can give an overall of what is going with their Twitter
account and can focus on impressions, link clicks, embedded media clicks, favorites, retweets. Pay
attention to what type of tweets produce more engagement and check if followers were increased
too.
It is important to note that, in the case of YouTube, to measure organic post video
engagement can be done with the use of many analytical tools that can be found on the web. It is
important to focus on social interactions, users’ conversations (comments) about the brand, shares,
number of subscribers, likes and unlikes, recommendations, and check if new volunteers were
interested on working with DABS.
Donors
The goal of objective three is to increase donations levels through reaching out to potential
donors, mail, newsletters, and encouraging donors to maintain an “active presence” within DABS.
It is important to note who all DABS has already contacted and is partnered with. If DABS has
great connections with other companies and work well together, it would be beneficial to the Dallas
Arboretum to get other organizations to help promote them or encourage other potential partners
to join in through word of mouth, or through festivals and meetings. One way to measure how well
the Dallas Arboretum has connected with other businesses is to make a list of desired connections
with a check mark. Using this system, each time a new business is contacted, during any kind of
activity or event, a check is placed next to their name, and each new potential contact would be
added to the list.
The importance of increasing donations levels was partially mentioned in the first objective
evaluation: it will increase attendance at DABS as well as potential partners would benefit from
joining with the organization. Mutual partnerships help each other grow in numbers and grow in
12. 12
awareness levels. By increasing the donors “active presence” the more likely DABS will get
continual support from those potential partners.
Volunteer Participation
The goal of objective four is to increase volunteer participation in comparison to last years’
volunteer participation through media contests and videos/awareness. In order to be a volunteer at
DABS you have to go through a signing-up process, where DABS can keep track of how many
volunteers they have as well as their contact information. Because they have a signing-up
procedure already in place that keeps track of the numbers, volunteering is already measurable.
Another way we could measure a projected increase in volunteer work is through the promotions
of social media from current volunteers during the video contests and how much those videos have
reached.
The power of persuasion is strong in today’s society and video contests made by current
volunteers are a powerful tool to persuade and impact others, and will probably start a “trend” for
participating with DABS. This would turn into a huge influential factor for DABS in that current
volunteers can show potential volunteers what they do and what it takes to join in and be part of
the Dallas Arboretum team.
Social Media Calendar
DABS Facebook: Social Media Content Calendar
WEEK: December 1-7, 2016
Thursd
ay 1 Friday 2
Saturday
3 Sunday 4
Morning
Post
DABS'
special
Christ
mass
Calend
ar to
downlo
ad
DABS
gardening
tips and
tricks!
#DABSagoo
didea
Afternoon
DABS'
Christmas
Poll
Funny pictures
at DABS
#DABSfunny
Day!
13. 13
Evening
WEEK: December 8-14, 2016
Mond
ay 5 Tuesday 6
Wednesda
y 7
Thursd
ay 8 Friday 9
Saturday
10 Sunday 11
Morning
1
week
photo
contes
t:
Show
your
DABS
Spirit!
#DAB
Spirit
Afternoon
Share post
about
decorating
gardens
during the
holiday
season
with
#DABSHo
liday
Poll:
What's
your
favorite
flower/pla
nt of the
season?
(with
photos)
Share post
about
volunteering
during the
holiday
season
#DABSGive
Back
Funny
pictures
of DABS
#DABSfu
nny Day!
Evening
Announce
Photo
contest
winners
WEEK: December 15-21, 2016
Tuesday
13
Wednesda
y 14
Thursd
ay 15 Friday 16
Saturday
17 Sunday 18
Morning
Draw
your
own
garden
contes
t
photo!
#DAB
S (the
most
creativ
e one
Good
morning it's
Friday
meme!
DABS
gardening
tips and
tricks!
#DABSagoo
didea
14. 14
will
win)
Afternoon
DABS
Quiz!
(How
much do
you know
about
DABS?)
Share
DABS
volunte
er's
video
Share
funny
pictures
of DABS
#DABSfu
nny Day!
Evening
WEEK: December 22-28, 2016
Mond
ay 19
Tuesday
20
Wednesda
y 21
Thursd
ay 22 Friday 23
Saturday
24 Sunday 25
Morning
How do
you
decorate
your
garden for
Christmass
?
Merry
Christmas
Post!
Afternoon
Post a
DABS
(funny)
Christmas
Wish
List!
#DABSwi
shes
Photos of
Santa Clause
at the DABS
#DABSanta
is here!
Share
funny
pictures
at DABS
#DABSfu
nny Day!
Post: 12
days of
Christmas
event &
photos
15. 15
DABS
mistletoe
photo
challenge
! "Take a
picture
with
someone
under a
mistletoe
" and use
hasthag
#DABSk
isses
Evening
Media Contact List
Local Television News Networks Contact List
Reporter Editor Names of
News
Outlet
Address of
News
Outlet
News
Frequency
1. WFAA Channel 8
(abc)
Jenny
Doren –
Journalist,
Phone:
(214) 748-
9631
Email:
JDoren@wf
aa.com
Britt
Shipp -
Assignme
nt Editor,
Phone:
(214) 48-
9631
Email:
BShipp@
wfaa.com
WFAA
Channel 8
(abc)
Television
Victory
Park 3030
Olive St
#101
Dallas, TX
75219
Daily
16. 16
2. KDFW Fox 4 Clarice
Tinsley-
Reporter
Phone:
(214) 720-
3149
Email:
clarice.tinsl
ey@foxtv.c
om
Judi
White-
Dallas
Assignme
nt Desk
Editor
Phone:
214-720-
4444
Email:
judi.white
@foxtv.c
om
KDFW
FOX 4
Television
400 N
Griffin St,
Dallas, TX
75202
Daily
3. KXAS Channel 5
(NBC)
Nada
Ruddock-
Community
Affairs
Director &
PSA
Phone: 817-
429-5555
Email:
nada.ruddoc
k@nbcuni.c
om
Stephen
Wright -
Assignme
nt Editor
Phone:
817-654-
6358
Email:
stephen.w
right@nb
cuni.com
KXAS
Channel 5
(NBC)
Television
Fort Worth
Headquarte
rs 3900
Barnett
Street Fort
Worth, TX
76103
Daily
4. KTXD Channel
47
Stuart
Boslow –
News
Director/Re
porter
Phone: 214-
628-9900
Email:
stuart@ktxd
tv.com
Mark
Antonitis-
General
Manager/
Editor
Phone:
214-628-
9900
Email:
mark@kt
xdtv.com
KTXD
Channel
47
15455
Dallas
Parkway,
Suite 100
Addison,
TX 75001
Daily
17. 17
Spanish News Networks Contact List
Reporter Editor/A
ssignmen
t Editor
Names of
News
Outlet
Address of
News
Outlet
News
Frequency
1. KXTX-
Telemundo 39
Norma
Garcia –
Reporter
Phone:
(214) 521-
3900
Email:
normanews
@me.com
Cynthia
Garcia -
Assignme
nt desk
editor.
Phone:
817-654-
6347
Email:
Cynthia.g
arcia@nb
cuni.com
KXTX-
Telemund
o
Television
3100
McKinnon
St, Dallas,
TX 75201
Daily
2. El Heraldo News Jim Byrd-
News
Reporter-
Technology
Director
Phone:
(214) 827-
9700
Email:
jim@elheral
donews.co
m
Francisco
Rayo -Job
Title Edit
or
Phone: (2
14) 827-
9700
Email: f.r
ayo@elhe
raldonew
s.com
El
Heraldo
News
4532
Columbia
Ave, Dallas,
TX 75226
Daily
Print Publication Contact List
Reporter Editor Names of
News
Outlet
Address of
News
Outlet
News
Frequency
18. 18
1. Dallas Morning
News
Kevin
Krause –
Journalist
Phone:
(214) 977-
8456
Email:
kkrause@da
llasnews.co
m
Mike
Wilson -
Editor
Phone:
(214)
977-8205
Email:
Mwilson
@dallasn
ews.com
The
Dallas
Morning
News
News
Publicatio
n
508
Young St.
Dallas, TX
75202
Daily
Smaller Publications/Online Publications
Reporter Editor Names of
News
Outlet
Address of
News
Outlet
News
Frequency
1. Fort Worth Star-
Telegram
Gordon
Dickson –
Reporter
Phone:
(817) 390-
7796
Email:
gdickson@s
tar-
telegram.co
m
Kathy
Vetter -
Managing
Editor/
Digital &
Local
News
Phone:
817-390-
7380
Email:
vetter@st
ar-
telegram.
com
Fort
Worth
Star-
Telegram
Online
Publicatio
n
808
Throckmor
ton Street
Fort
Worth, TX
76102
http://www
.star-
telegram.c
om/
Weekly
2. Dallas Observer Lauren
Smart –
Journalist/R
eporter
Patrick
Williams
– Editor
Dallas
Observer
Publicatio
n
2501 Oak
Lawn Ave
#700
Weekly
