Texas Defender Service
(http://www.texasdefender.org)

The Texas Defender Service (TDS) is a private, non-profit law firm that was established to address the need for sound legal representation for indigent defendants charged in state capital cases and under sentence of death.

TDS sought guidance to publicize the release of its report on the Texas death penalty system entitled, "A State of Denial: Texas Justice and the Death Penalty." The report documented the gross and systemic failures in the administration of justice that has rendered Texas the busiest death row in the nation.

The Job Fair was held during a time when the local service industry was still traumatized by layoffs and unprecedented cutbacks following the September 11 terrorist attacks.

Message development complemented media training that was tailored to prepare the principals for public engagement on its report when it was officially released.

The firm devised a "paper release" strategy to clear obstacles of limited time, limited resources, and competing news events at an intensive moment in the 2000 presidential campaign season -- the eve of the final presidential debate between contenders George W. Bush and Al Gore.

The firm also disseminated an advisory and an overview release to its database of Justice Department correspondents, legal affairs reporters, Texas regional media, and Washington bureaus of major news outlets and wire services.

After stimulating media interest with an embargoed release, the firm gained maximum attention for the report through relentless pitching. Among the major media outlets that filed reports were the New York Times, Washington Post, Associated Press, Chicago Tribune, Dallas Morning News, Houston Chronicle, CBS Radio, National Public Radio, and ABCNews.com.