Omaha Public Schools Case Study

Summary

Omaha Public Schools is the largest school district in the state of Nebraska, USA, serving more than 51,000 students and 9,000 staff members in 87 schools. The breadth of the organization means monitoring relevant discussions in all media, and implementing timely responses in line with their strategic plans, requires a sophisticated media intelligence service.

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“In a large and diverse organization with multiple stakeholders, such as Omaha Public Schools, it’s important to have a media intelligence service that offers timely and accurate coverage, analytics and reports - the elements that ensure your responses are based on the right information, make your job easier and save you time. It’s also important to have support from a team who truly understands your organization. With Truescope, we’ve experienced all of these things.” - Jeremy Maskel, Chief Communications Officer

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Challenge

Omaha Public Schools receives more than 600 media inquiries a year, and in addition to coverage where staff provide an interview, many stories that mention the organization rely upon other sources and never contact staff. As such, the school district’s communications team, though skilled and committed, are unable to monitor the high volume of print, broadcast, web and social media mentions of the organization on its own. Media engagement is an essential part of the organization’s strategic communications plan and tools to measure, coverage volume, accuracy, sentiment and key message placement are therefore all extremely important.

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Solution

Truescope invested in a relationship with Omaha Public Schools and demonstrated a unique understanding of their opportunities and challenges. In response, Truescope developed a media intelligence service for Omaha Public Schools that includes accurate, real-time media monitoring and reporting of the organization across mainstream, online and social media.

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Outcomes

• Truescope allows Omaha Public Schools to track specific topics and events applicable across the entire organization, to quickly analyze and triage content, and to determine response needs and/or demonstrate proof of performance aligned to the team’s comprehensive strategic communications plan.
• Without the expertise and external bandwidth provided by Truescpoe’s technology and the staff who bring it to life, Omaha Public Schools’ communications team would not be able to deliver news and information at the same level for stakeholders.

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