This guide to public relations (PR) for school media specialists begins with a list of 10 "PR Commandments" and suggestions for ways to improve the media center's image, i.e., a media newsletter; renewal workshops; reference skills units; a student brochure; new faculty orientation; media messages; a happenings board; displays, centers, and bulletin boards; and guest celebrities. Suggestions for ways to reach out to faculty, administration, students, and the community are then outlined. Techniques for effective communication are also provided, including guidelines for producing semester reports; developing media program goals and objectives; and designing displays, learning centers, and bulletin boards. Hints for preparing a media newsletter and a list of sources for additional information on public relations in library/media centers conclude the guide. (EW)