The authors contend that in many school districts nothing has changed in school-community relations for generations and that most school districts simply do not know how to relate to the public in a way that the public can understand or accept. Ways to organize effective public relations are suggested, and many examples are given of both successful and unsuccessful public relations activities. The hiring process and the responsibilities of a school information officer are discussed. Suggestions are made for handling the difficult situation of a teacher strike, as are ways to get along with the media, establish a public relations calendar, write effective letters, and propose stories to the news media. (Author/MLF)