This guide offers Catholic Church professionals and school leaders background and basic tools for implementing a workable and effective public relations program in a local school setting. The first section, devoted to detailing the necessary preparations for beginning a public relations program, tells about the following: forming a public relations task force or committee; researching and analyzing the school, its publics, and present practices in communications; goal setting and action planning; selecting the personnel to implement the program; and setting up the public relations office. The subject of section 2 is the selection and use of appropriate media for delivering messages to various publics. It focuses on choosing an effective media mix, the how-to's of getting publicity, the use of radio and television, the use of the parish bulletin and school newsletter, the design of brochures and multimedia presentation, and other tools worth examining. Ten resources are listed, and four appendixes provide a sample press release, a sample public service announcement, a sample news-photo opportunity sheet, and some questions to help a school consider how everyday public relations opportunities are handled. (DCS)