This book provides a guide for those who realize the importance and necessity of proactively countering the negative while, at the same time, making sure that the positive is heard about public education. When people promote schools, they are promoting and reaffirming the efforts and importance of children and those who have dedicated their lives to their service. As well as communicating messages outside, it communicates and develops a message within, in that it is a guide to school improvement. The work goes beyond other how-to public relationships guides in that it extends the work to several concepts, for example, setting a direction, building a team, involving parents in the school, technology, and reaching out to the community. This second edition includes the communication process and deals with perceptions, a step-by-step guide to developing a marketing plan, involving parents in the school, understanding changing demographics, new techniques for improving staff and student communication, building media relationships for the novice, and creating a school crisis team. An appendix contains a list of resources and sample documents. (DFR)