Career and technical education (CTE) instructors can use four strategies to present a new image of CTE as a viable strategy for education and work. Strategy 1 is to give students something to brag about. Three ways to help students see their vocational studies as unique and special opportunities for satisfying and rich experiences are to provide stimulating, innovative activities that students can appreciate, learn from, and share with their peers; get state-of-the-art equipment or at least provide students access to it; and highlight the marketability of CTE program completers. Strategy 2 is to bring parents inboard. Two strategies for convincing parents to consider CTE are to address misconceptions about the need for all students to seek college diplomas and to describe CTE options that might better meet the needs of their children. Strategy 3 is to target marketing to those who have the greatest impact on student choices. Three steps for recruiting certain groups into CTEs corner are to reeducate guidance counselors, look to student organizations for influence, and cultivate support of business/industry representatives. Strategy 4 is to work with media. (10 references) (YLB)