The goal of this guide is two-fold: (1) to equip readers with practical guidelines for establishing communications plans and making those plans work; and (2) to develop information for implementing a public relations seminar targeted at designing workshops that reach a broad segment of members. Five topics are addressed: (1) the basic public relations approach; (2) judging a story's newsworthiness; (3) developing relations with the media; (4) selecting the proper form with which to tell the story; (5) improving writing skills; (6) selecting the right spokesperson; (7) making use of special events; and (8) organizing and carrying out a public relations' seminar. A glossary and resources are included. (SM)