This manual is designed to aid school guidance counselors in creating and implementing a public relations (PR) program to educate those both inside and outside the school system about the purposes, operations, and unique characteristics of guidance and counseling. The manual contains six sections, plus a bibliography of public relations information. The first section defines public relations and explains why PR is important for school counselors, while the second section outlines steps to take in developing a public relations program. Sections 3 and 4 suggest methods for transmitting the public relations message through school media (bulletin boards, newsletters, handbooks) and mass media (newspapers, radio, and television), while section 5 gives examples of ideas that work in reaching students, parents, administrators, the community, and colleagues. The final section is a note on government relations--how to lobby legislative representatives. Throughout, the guide's emphasis is on precise practical methods for developing the counseling public relations program. (KC)