This volume provides information and recommendations about public relations to assist school administrators in developing effective communication. The document contains 15 chapters. "The Scope of Public Relations," chapter 1, specifies characteristics of and individuals responsible for an effective program. Chapter 2, "Personal Public Relations," examines interpersonal and nonverbal communication. Managing public relations is outlined in chapter 3, "Planning for Public Relaitons." Chapter 4, "Feedback/Listening," explains ways to conduct community surveys. "Internal Communication," chapter 5, recommends methods to improve staff relationships. "The Public Relations Role of All Employees," chapter 6, offers guidelines for personnel. Chapter 7, "Community Involvement," deals with participation by parents, community, volunteers, and various groups. Chapters 8 and 9, "Working with Government Officials" and "News Media Relations," describe how successful interactions are developed with these groups. Chapter 10, "Publications," details planning, writing, and executing school publications. Advantages and methods of information technology are explored in chapter 11, "Using Technology in Public Relations." Public relations priorities and strategies are discussed in "Issues Management," chapter 12. Planning campaigns and involving people are analyzed in chapter 13, "Conducting Campaigns." Establishing an evaluation system for employees and programs is described in chapter 14, "Evaluation." Chapter 15, "Public Relations Resources," provides three pages of references. (CJH)