This handbook for teachers is intended as a practical aid in creating an effective program of selling foreign language (FL) study to students, parents, counselors, administrators, and the community as a whole. The six sections into which it is divided correspond to the following aspects of a public relations (PR) program: purpose, profits, publics, product, promotion, and professionalism. The first section defines PR outlines, the elements of a good PR program, and discusses why PR campaigns for FL study are necessary. The profits chapter deals with the reasons for studying a foreign language, including increased and more interesting career opportunities. Research on the academic and personal benefits of FL study is also reviewed. The third section identifies audiences and outlines the ways FL teachers might approach each sector. The section on product includes the elements of a good FL program, program and needs assessment sheets, a college questionnaire, an FL opinion poll, a survey of FL in business and industry, and a statement of goals. Section five explains how to publicize the program, as well as marketing, publicity, and setting up a filing system. The final chapter lists resources and describes each one's function. Appendices contain items the teacher can reproduce and use in developing a PR program, as well as a bibliography. (AMH)