This book is designed to enable school administrators to actively participate in planning and implementing school safety and public relations activities. It provides a conceptual framework of the public relations process and shows its practical application to the problems of school crime and student misbehavior, through discussion of school public relations practices, school safety issues, and specific public relations strategies and tactics to promote safe schools. Chapter 1, "Engineering Consent," is a newly revised version of Edward L. Bernays' 1947 eight-point plan for developing a successful public relations program. Chapter 2, "School Public Relations," stresses reasons for building public confidence in schools and offers guidelines for developing a crisis communication plan and for working with the media. Chapter 3, "School Safety and Public Opinion," presents an overview of school safety concerns and the role of public relations in achieving quality education. Chapter 4, "101 School Safety Ideas," offers strategies based on current research conducted by the National School Safety Center (NCSS). Appendix A contains a 10-page reproduction of the 1986 "Principals of Leadership" series, a print media public service advertising campaign. Appendix B, a resource section, lists associations, government agencies and publications relating to education, public relations and school safety. (IW)