In response to school districts' needs to improve public confidence in the schools, researchers surveyed 74 public relations directors in 147 districts in 25 states to determine the key ingredients for developing a model public relations policy. Respondents ranked 93 paired statements on both what "are" and what "ought to be" their districts' policy development processes in public relations. The statements fell into six areas, including participation in policy formation, values, goals, administrative structure, strategies, and policy assessment. Demographic and other data were also collected on the respondents and their districts. Respondents tended to be untenured staffpersons with bachelors' or masters' degrees and some experience in teaching, administration, and public relations. Their districts were mostly medium-sized and suburban with a written public relations policy. Analysis of variance on the 93 paired statements yielded 41 with significantly high rankings. Among the policy development recommendations were that educators, parents, and students should participate in determining district public relations policy; that schools and communities must have mutual trust; and that school principals should carry out their own public relations programs. (RW)