In response to the public's demand for information, school boards are advised to develop a properly managed and executed public information and community relations program. Goals of such a public relations (PR) program are outlined as: honesty in the dissemination of information, an organization oriented toward community involvement, and procedures for feedback. The first of five chapters, "Internal Communications: PR Begins at Home," focuses on the school district staff and students as the most effective communications vehicle available to the school board communicator. Chapter 2, "Communicating with the Community," recommends visualizing the community in its components instead of as a nameless whole in order to communicate most effectively. Components include parents, senior citizens, business and industry, and opinion leaders. The third chapter, "The Media: Monsters or Marshmallows?" examines the relationship between administrator and reporter, and gives techniques and procedures to facilitate the relationship. Chapter 4, "Crisis Communications," emphasizes the need to create a master plan to handle crisis situations before they occur. The fifth chapter, "Bond and Budget Referanda," focuses on elements essential to a successful bond and budget campaign. Included are tipsheets on a variety of public relations topics, a public relations checklist, a school communications inventory, and six references. (WTH)