Public relations guidelines for school principals are offered in this handbook, with an emphasis on improving student achievement and internal and external communication. Six chapters discuss the principal's public relations role, internal communication, securing and maintaining community involvement, school publications, media relations, and self-development resources. Specific information includes a checklist for the principal's public relations role; strategies for improving school climate; guidelines for relationships with parents, new students, committees, and the community; techniques for improving written and oral communication skills; time management; and crisis management. (LMI)