FROM A 1964 NATIONAL QUOTA-PROBABILITY SAMPLE OF INTERVIEWS WITH 1,500 CITIZENS 21 YEARS OF AGE OR OLDER, MAJOR VARIABLES WERE DEFINED RELATING TO COMMUNICATION BETWEEN PUBLIC SCHOOLS AND THEIR COMMUNITIES. PRIMARY CONTENT OF THE COMMUNICATION PROCESS STUDIED WAS FINANCIAL SUPPORT FOR SCHOOLS. FOR PURPOSES OF CORRELATIONAL ANALYSIS, RESPONDENTS WERE RELATED POSITIONALLY TO THREE ROLE SETS WITHIN A CONTEXT OF CONSUMER ROLES--(1) PARENTAL STATUS (PRESCHOOL PARENTS, PUBLIC SCHOOL PARENTS, PRIVATE SCHOOL PARENTS, POSTSCHOOL PARENTS, AND NONPARENTS), (2) UTILITY (OPINION OF EDUCATIONAL VALUE RECEIVED IN RETURN FOR TAXES PAID), AND (3) ADULT'S OWN EDUCATIONAL EXPERIENCE. SIX OUT OF SEVEN CITIZENS INTERVIEWED THOUGHT CHILDREN WERE NOT GETTING ALL THEY SHOULD OUT OF EDUCATION, EITHER FOR EVENTUAL ECONOMIC BENEFITS OR FOR SOCIAL AND INTELLECTUAL COMPETENCIES. COMMUNICATION BY MEDIATING AGENCIES WAS FOUND TO BE RELATIVELY INEFFECTIVE. NEWSPAPERS WERE MOST SUCCESSFUL, FOLLOWED BY TELEVISION, RADIO, SCHOOL BOARD, PARENT ORGANIZATION, AND CITIZENS' COMMITTEE. WHILE PUBLIC SCHOOL PARENTS PARTICIPATED IN SCHOOL AFFAIRS MORE THAN OTHER PARENTAL STATUS GROUPS, OVERALL CITIZEN PARTICIPATION WAS LOW, THREE OUT OF FOUR RESPONDENTS SAYING NOTHING COULD INCREASE THEIR INTEREST IN SCHOOL MATTERS. ELEVEN SUGGESTIONS ARE MADE FOR INCREASING COMMUNICATION EFFECTIVENESS IN SECURING PUBLIC SUPPORT FOR PUBLIC EDUCATION, WITH SPECIAL EMPHASIS ON FORMALITY, CONTENT, AND TIMING. THIS IS PART II OF A SERIES. RELATED DOCUMENTS INCLUDE EA 001 091, EA 001 093, EA 001 094, AND EA 001 095. (JK)