This guide for school districts offers a quick outline for developing good communications skills and public relations with news media personnel. Guidelines for good press relations are provided that emphasize the importance of keeping two-way, open communications with the media, with attention to: accuracy; being prepared; sharing the bad news as well as the good; being aware of how school projects can be tied in with local, state, or national issues; helping communication by getting answers and passing them on; targeting messages to the right audience; being available; and watching out for jargonese. Ways to develop contacts in the media and how to place news items in the local media are also suggested. Basic rules for radio and television interviews--including tips on how to dress and behave on camera--conclude the guide. (DB)