School systems' attempts to obtain and maintain positive attitudes and strong support from the public are more likely to be successful if the 10 concepts discussed in this address are understood and followed. These concepts include making sure everyone involved knows the schools' strengths, problems, and plans for solving problems; constantly pursuing excellence in education; making sure that people's experiences with their schools are positive; and working to improve staff morale. The authors also urge educators and public relations officers to become politically involved, to take the public's concerns about discipline seriously and work to address them, and to stop fighting among themselves and start building coalitions to support quality education. The last three points are that every means available must be used to involve nonparents, that the business community must be involved in school improvement efforts, and that two-way communication must be established with all school audiences. (PGD)