This article traces the phenomenal improvement in public relations efforts over the past 40 years made by Catholic secondary schools. The improvements were brought about by crises, a theological paradigm shift, professional lay involvement, a growing awareness and appreciation of public relations, competition, and increasing financial need. The result has been the development in many Catholic secondary schools of an integrated and market-savvy public relations division that includes a layer of executive administration and several support staff positions engaged in community and alumni relations, recruitment, development, and institutional advancement, making Catholic secondary schools among the most highly regarded institutions in most major metropolitan areas.