When it comes to keeping an organization on the cutting edge, there is one thing that effective leaders cannot afford to neglect--and that is relationships. To support a quality public relations program in school districts, one of the most important relationships to cultivate is that with building principals. Talk to any seasoned school public relations professional or district administrator, and he or she will say that principals are the most important audience to keep shoulder to shoulder when the goal is to have effective and productive internal communications.