Positive school-media relations are essential if schools are to expect an "understanding press" during crucial periods. Recommendations for developing and maintaining such relations fall into 10 areas, including school boards' establishing a firm media relations policy, appointing a board spokesman, creating a "game plan" for media dealings, and knowing reporters' responsibilities, attitudes, and handicaps. Additionally, 10 working tips are provided; these range from offering ideas to the press, but being careful to give editors free rein in choosing what to cover, to becoming aware of the media's inner workings. Such lessons should move schools closer to one central goal--contributing to a better-informed society. (KS)