Focused on the practical tools that education leaders can use to improve communications with their own colleagues, with parents, and with the general public, this guide can be used by school districts and states to organize their communication efforts strategically to build public support. The guide includes step-by-step information to develop a strategic communications plan that helps school, district, or state department staff set priorities, spend scarce resources more wisely, listen and respond to the needs and concerns of people inside and outside the education community, target activities to those most affected by and concerned about education improvement efforts, and regularly measure results. After a foreword, sections of the guide are: "Why Bother?"; "Building the Teams"; "How to Develop Your Plan"; "What Goes into Your Plan"; and "Conclusion." A 44-item list of resources is attached. (RS)