Describes how school districts with even a modest budget can improve their public relations by giving someone in the district the responsibility to act as a liaison between the school district and the news media. (Author/DN)

The press has a definite relationship to the proper function of a school board, and the board has an obligation to foster and promote that relationship. (Author)

For favorable relations with news reporters, school board members are advised to be friendly, approachable, available, responsive, visible, active in suggesting story ideas, prepared for interviews, clear, "on the record," ready for cameras, and calm in correcting press errors. (MJL)

School board members can be more effective by following four rules: count their votes, comply with open meeting laws, live with press scrutiny, and learn the art of political decision making. (MD)