Seventeen articles present an overview of ideas dealing with many facets of school public relations. Topics singled out for coverage include (1) the importance of school public relations programs now and in the future: (2) potential contributions of citizens advisory committees; (3) formation and use of small-scale public opinion polls; (4) key factors in successful public relations programs for changing neighborhoods, culturally deprived areas, and school finance campaigns; (5) plans for effective information programs by State school officials; (6) an attitude survey revealing sharp differences in public attitudes depending on factors such as age, race, religion, education, and city size; (7) possible contributions of social scientists to school public relations programs; (8) hints for creating effective news reporting organizations; (9) public relations fallacies exposed by the programs of teacher associations; (10) pitfalls of borrowing designs and typographical ideas from business publications; (11) the necessity for viable internal communication; and (12) required leadership skills for public relations and the administrator's role. Forty-nine innovative public relations ideas from school systems around the country are offered, followed by a selected bibliography of 70 entries. Related documents are EA 001 921 (Volume 9) and EA 001 854 (Volume 10). (TT)