This book, written by three school communications and public relations consultants who are also practitioners, provides guidelines designed to help the school official implement an improved communications program. Classified by the authors as a "how-to-do-it" book, it is comprised of numerous workable ideas for improving a school official's communication with his many publics. After introducing the reader to the whys and hows of communicating, the authors provide guidelines for use in (1) improving person to person communication (including a description of survey and small group meeting techniques); (2) preparing written and visual material; (3) developing tactics that can be used to attract mass media attention to the schools; and (4) communicating in such special circumstances as budget and building campaigns, innovative programs and controversial positions, special events, negotiations, and the public relations of guidance programs. (JH)