This booklet discusses school publication goals and processes, explaining how to identify and unify a school's image, and then how to project the image through a broad range of printed pieces. The booklet's 10 chapters are as follows: (1) Introduction; (2) The Importance of School Publications and Public Relations; (3) Creating and Securing a Unified Image through Publications; (4) Imparting an Understanding of Development within the Unified Image; (5) Setting Up a Publications Plan; (6) The Essential Publication: The School Newsletter; (7) The Core Publications; (8) The Auxiliary Publications; (9) Desktop Publishing; and (10) Conclusion. Eight appendixes (including sample planning sheets, attitudinal survey, publications information chart, newsletter production schedule, and sample profile sheet), a list of resources (books, periodicals, and software), and a glossary of terms conclude the booklet. (SR)