This booklet is intended to aid leaders of local education associations in developing a continuing public relations (PR) program aimed at establishing and maintaining a favorable public image for teachers. Although it offers useful guidelines for developing a PR program, the booklet does not contain lists of specific things to do. Instead, it focuses primarily on the philosophy and activities that form the basis of a PR program appropriate for teacher associations. In a series of short sections, it discusses the need for a PR program and its potential benefits, formation of a PR committee, analysis of the group's PR needs, planning a PR program, communicating with the public, and evaluating the impact of a PR program. (JG)