This manual for school board members identifies the basic factors to take into account when dealing with the news media. These factors include knowing what kinds of media offer what kinds of coverage in the school district's local area and how to channel the right information to the media representative who can make the best use of it. Divided into sections on newspapers and broadcast media, the manual discusses both how to respond to questions from representatives of these media and how the board itself can initiate use of the media. An appendix provides a basic list of do's and don'ts for establishing good relations with the media, including how to approach the media, how to prepare the district's staff for responding to the media, how to prepare yourself, and how to look at the community when contemplating the release of information. (PGD)