This resource packet, which was developed for use at a training workshop for Florida vocational, adult, and community educators, contains information and materials designed to assist educators in marketing their programs at the "grassroots" level. Presented in the first three sections are differences between public relations (PR) and marketing, reasons for conducting marketing/PR campaigns, and four steps to prepare for contact with the public and media. The fourth section includes detailed guidelines for the following steps in developing a marketing plan: create a marketing/PR team, assess image, establish goal(s), select target audiences, develop the message(s), choose marketing/PR strategies, set timelines, determine cost and resources, plan evaluation, and implement the plan. Described in the next two sections are exemplary grassroots marketing strategies (advertising, publicity, promotions, PR, and direct contact) and specific marketing/PR strategies used by school district staff in four Florida counties. Included in an appendix are the following: a sample PR plan developed to market vocational, adult, and community education programs in Orange County; marketing resource material; a business partnerships resource guide; and information about the FAUN (Florida Application Update Network) computer bulletin board system. (MN)