This booklet presents brief, detailed guidelines intended to aid school administrators in developing and managing a publicity program for schools. Primary emphasis of the discussion is on generating publicity and media exposure; only cursory attention is devoted to the other facets of a complete public relations program. Major topics of discussion include planning and developing a publicity program, preparing newsletters and press releases, planning press conferences and preparing press kits, and maintaining a good working relationship with the news media. In addition, the final section presents 74 story ideas for generating publicity about school events, personnel, and programs. (JG)