Michigan's intermediate school districts were created by constitutional convention in 1962. Between their inception and 2000, few units of government were less visible and less understood. This article chronicles the emergence of one intermediate school district as an aggressive force for change in education and a locus of activity for community organizations seeking to improve public schools. Key to this transformation is the Kent Intermediate School District's implementation of the public relations process--research, planning, implementation, and evaluation--to create a two-way dialogue and a culture of responsiveness with stakeholders.