If you recall Kent Fisher from the Dallas Morning News had some of the most pressing concerns when it came to the beat blogging project.

“When Kent approached an administrator at the school district the reply was “that’s a great idea, but it’ll never work in Dallas.”

The school district in Dallas is amid serious reform, so principles are overworked. The district is largely poor and minority, so many parents don’t have online access. Tens of thousands more don’t even speak English. Yet, those parents are the sources that Kent wants to reach,
because that’s where the story behind Dallas’ public school system is.”

Recently Kent sent out 85 invitations – what we have been calling “the pitch letters” and has seen a 20% enlistee rate so far. Considering the obstacles Kent faces – this is fantastic.  To follow it up, The Dallas Morning News has also printed some flyers for distribution.

At this stage in the game participants are only joining because of two reasons. First – they have a relationship with Kent already as a source and they want to continue and expand on that relationship. Second: Kent wrote a good pitch letter. “Immediate reaction has been positive,” said Fisher, “but enlistees have expressed some fuzziness over what exactly the project is all about and how they can participate. So
I’ve had to send out a second note explaining it further.”

Even better – Fisher already has his first network request planned, striking while the iron is hot. Fisher might have people joining his social network now – but the real test is keeping them there, engaged and active.

For our records – belows is the letter that Fisher and his team sent out (names removed) and the follow up.  For any reporter who wants to start beat blogging – note the form, tone and thoughtfulness that Fisher has put into this (some of my notes will be in bold below).

Name Hey!
It’s been a while since we talked. We’re about to launch a new project here at the Dallas Morning News, and I thought you might find it interesting. (personalized)

We’re writing because we think you know Dallas education, and we’re about to launch a new project that could use your expertise.

On Tuesday, Jan. 15, The Morning News will begin publishing a new blog devoted exclusively to Dallas ISD.

But it’s more than a blog. It’s a chance to collaborate with the reporters who cover the district for The Morning News.

You can supplement our work with personal experiences about district issues. You can assist by collecting information, contributing interesting links, examining district documents or introducing us to different points of view. You can start a conversation, comment on our reports or those of local bloggers. How you participate is up to you. Heck, we might even let you write a story, if you know of a good one that nobody else is covering.

Our goal is to improve the paper’s coverage of Dallas ISD by creating a living “social network” of people who know the district. Folks like teachers, parents, administrators, activists, students. By tapping their collective knowledge and expertise, we’re hoping to improve and enrich our reporting on all things DISD.

The blog goes public on Tuesday. But you can get a sneak peak now. If you are interested in joining our DISD network, or just want more information, send us a note back.

We hope to see you there. And we hope you pitch in.

Kent Fischer

The Follow up he sent to people who were more interested: 

Awesome! Welcome aboard. Feel free to browse the blog between now and Tuesday. Admittedly, it’s a little thin right now because we’re just getting this project launched. If you have ideas for topics, posts, articles pass them along. Also, feel free to recommend other teachers or parents you think would make good contributors.

There are a few rules for participation that I’m obligated to pass on. All are common sense and none should discourage you, I think.

When commenting or posting, don’t disparage others, threaten or verbally assault participants. Be truthful. Don’t be mean spirited. Basically, be civil. No swearing. You don’t have to post/comment under your real name, but be consistent in the name/moniker you use. If you opt for a pseudonym, pick one that sheds some light on who you are, like “Skyline History Teacher,” for example, or “Woodrow PTA Mom.”

Other than that, this is a new experiment — opening up our beat coverage to the people being covered. I have no idea how this will work, but I’m excited to try.