Designed to provide specific, practical help for educators in starting or improving school public relations programs, this guide emphasizes that a school district must have a public relations plan for each of its special programs--Title I, Title IX, Title IV-C, education of the handicapped, gifted and talented programs, and others. These special programs have increased the need for support and understanding by staff members, students, parents, and the community. This guide tells how to develop plans to meet the special needs of these programs. Ideas are presented for communicating with parents, school staff, students, nonparents, senior citizens, government officials, the police, and the media. Methods of gaining feedback on the success or failure of public relations efforts are outlined. The appendices contain eight different examples of communication materials. (Author/MLF)