This is a primer designed to help the school management team communicate better. It offers guidelines and ideas for establishing and improving public relations efforts. Chapters cover such subjects as what public relations can do for schools, how to start a public relations program, and the public relations roles of school officials, as well as the specifics of getting the job done, working with the community, getting the most from the media and publications, developing public relations strategies for board meetings, and planning and evaluating public relations efforts. The final section is a "yellow pages" that presents other sources of information on the subject. (IRT)