This booklet presents suggestions and guidelines for the effective use of public relations (PR) techniques during professional negotiations (PN) among teachers, administrators, and boards of education. Introductory sections present the National Education Association (NEA) position regarding professional negotiation and grievance procedures and point up the need for building understanding and support for the negotiation process by both members of the association and the general public. Included are sections on organizational framework, involvement before negotiations, selection of personnel to direct and coordinate public relations, specific public relations problems, and specification of "the spokesman." Other sections suggest approaches to advance news stories, news releases during negotiations, getting to know newsmen, public relations during impasse and when negotiation is completed. An appendix contains a sample news release schedule during negotiations, models of letter correspondence and taped communication for use in answering services, and a newspaper ad. (JS)