Effective communication and public relations are recognized as core competencies for school administration as evidenced by national standards guiding preparation and licensing in most states. Even so, surprisingly little research has been conducted by doctoral students and professors on these two subjects. This article presents a case for broadening and deepening the research agenda on these essential topics. Relevant dissertations completed since 1999 are identified to exhibit the potential that exists. Finally, 16 lines of possible inquiry (8 in communication and 8 in public relations) are identified. (Contains 2 tables and 1 note.)