This step-by-step guide shows educators how to create a positive public perception of their schools--even if they have no background in public relations. It gives readers an inside look at the media and outlines simple steps to becoming media savvy. Through real-life scenarios, readers will discover how valuable and easy it is to create goodwill for their schools. Chapters of the book are: (1) Using "The Bleiker Lifepreserver" for Positive School-Community Relations; (2) Building Credibility and Accountability with the Community; (3) Developing a Communications Plan; (4) Creating a Positive Relationship with the Media; (5) Crisis Communications: Schools in Turmoil; (6) Forming Partnerships in Communications; and (7) Designing Newsletters and Web Sites. (Contains 9 references and addresses of 8 organizations that can help educators with their public relations efforts.) (RS)