Rural America is undergoing rapid and confusing change which impacts on the role of rural health educators and practitioners. Although rural life has been romanticized, rural areas have emergencies and accidents remote from professional assistance, occupational diseases, high infant and maternal mortality rates, and the same high incidence of hypertension, cardiovascular diseases, and strokes as urban dwellers. Like other rural dwellers, rural health educators must be generalists--capable in many content areas, proficient in grant writing and evaluation, able to cut red tape, willing to travel anywhere to do health promotion, and able to teach children, the elderly, and teenagers all in the same day. Unfortunately, specialization and credentialing requirements have impaired the ability of rural health care systems to find appropriately trained individuals. Fortunately, there has been a tremendous emergence of comprehensive self-care programs for rural areas. For persons who want to work in rural areas, or for those preparing health educators for employment in rural communities, the following are among the 11 suggestions provided: understand that principals of community organization and involvement are among the most important; combat professional isolation by developing strong linkages with whatever health care providers and facilities there are; try not to reinvent the wheel; be patient; and be adaptable. (BRR)