Belo builds PR into Dallas' downtown renewal initiative

DALLAS: Belo has hit a PR grand slam by building a park for public use in downtown Dallas.

DALLAS: Belo has hit a PR grand slam by building a park for public use in downtown Dallas.

Belo CEO Robert Decherd chairs a committee of local businesspeople created last year

by Mayor Laura Miller to spur downtown improvements. Decherd and Miller said they hoped the media company's action would encourage other companies to make similar investments.

Belo purchased three blocks of parking lots over the past decade, explained operations VP Dan Blizzard. The company will spend $1.5 million to landscape and improve all three blocks, and one will be transformed into WFAA Plaza. Bands of granite will seemingly emanate from an artist-designed, mock broadcast tower, and engravings will chronicle the history of Belo's flagship TV station and commemorate key employees.

Although only one local, non-Belo media outlet covered the announcement, the story was featured prominently by Belo-owned WFAA, The Dallas Morning News, and Texas

Cable News, Blizzard said.

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