An unknown choice isn't a choice at all. Only the very plugged-in, savvy or obsessive parents are going to take advantage of choice. DPS tries to let people know what's available. There are brochures. There's a Web site with the school report cards and individual school Web sites.
Some schools organize their own choice night events.
There's also a privately published guide available in bookstores. But none of this is enough. As it pushes for greater educational reform and options, the legislature needs to build in funding for districts to inform citizens both inside and outside their districts about what is available. Help districts formulate plans. Encourage private funders to assist with grants for innovative marketing materials.