Salaries for new superintendents form a highly visible factor that has direct implications for school-community public relations. To provide a means for guiding school board members and to provide a format for justifying salaries, a model is presented that serves both purposes. Within this model, attention is afforded to specifying a relevant labor market, identifying valued characteristics of applicants, and affording weights to these parameters. By following this model, a school district can convey important information to the public at large, and this information can enhance the public relations environment. (Contains 1 figure.)