With a little planning and some occasional help, educators can develop a public relations program that will build a positive image for their schools and education in general. This monograph provides some public relations ideas and discusses theories about communication. Surveys indicate that students, newspapers, school staff members, and parents of students are major sources of school news. Ways of recruiting positive comments from these sources are provided. Some practical, low-cost ideas are presented for building a positive image by using both mass and interpersonal communication techniques. Guidelines are offered for working with newspaper and television reporters. Three short articles deal, first, with writing a news release; second, with responding to negative letters; and third, with letters to the editor that communicate the positive news of education. The monograph concludes by advising that school public relations is a long-term proposition and provides a checklist to note progress. Available school public relations materials are listed. (Author/MLF)