This monograph is a practical manual on public relations (PR) for community and junior colleges, containing numerous suggestions and recommendations for establishing and operating an effective public relations effort while avoiding PR pitfalls. An overview of the history of public relations in academe, the rationale underlying today's PR programs in higher education, and the special role of the college president in PR is followed by several chapters containing innovative, yet common sense approaches to PR in contemporary two-year institutions. Included are discussions of school-community relations and use of the printed word, the spoken word, the image and the staged event, which are the basic tools of PR. Use of consultants and evaluation of PR programs as means to maximize their impact are also considered. A concluding section stresses the importance of professionalism, teamwork, commitment, and honesty in the PR effort, particularly since PR is not simply the work of a single office or individual but a reflection of the total institution. A list of helpful PR resource materials and a suggested reading list are included. (JDS)