With the growing recognition that public perception of education is an essential component of soliciting support, this guide is intended to help public-school principals refine their approaches to communication, marketing, public affairs, and public relations. It instructs principals on looking at public engagement, on building public support, on gaining a clear perception of how their school is viewed by the public, on creating and implementing a communication plan, on communicating with and engaging parents, on communicating with school staff and specific staff audiences, on communicating to the news media, and on using technology to enhance public-engagement efforts. It describes ways to draw on diversity to strengthen schools, outlines strategies for special projects and parent-teacher conferences to reveal opportunities, and offers practical ways to involve people in the school. A final section lists additional resources that principals can draw upon to enhance their school's image. The handbook is filled with practical tips that cover specific issues, such as creating a press release, surviving back-to-school night, generating a checklist for the principal and head custodian, designing an effective welcome packet, and strategies for effective listening. A separate section contains camera-ready worksheets and handouts that can be used to generate community support. (RJM)