Based on the idea that to be successful, a student organization must have a sound public relations and publicity program, this handbook considers techniques of internal communication that establish good public relations with various special groups: the student body, the administration, the faculty, and the staff. The handbook states that developing an effective public relations/publicity program includes the traditional methods--use of posters and newsletters, "creative" use of bulletin boards, use of an organization historian, the organized and purposeful telephone campaign, and the art of personal contact--but that modern technology can make the public relations job easier. According to the handbook, any organization (with technology available in most schools or school districts) can mount an effective campaign within its school by creating videos, establishing a radio station, and using desktop publishing techniques to help create a public relations/publicity plan. Chapters in the handbook are entitled: (1) Public Relations Programs; (2) Communicating with Your Publics; (3) Equipment Needs for Public Relations Programs; (4) A Short Course in Journalism; (5) Planning Publicity; (6) Power of the Printed Word; (7) Non-Print Media; (8) Evaluating Your Program; and (9) Bright Ideas. Contains 16 references. (NKA)