Participants representing public relations offices in state education agencies and school districts in Arkansas, Louisiana, Mississippi, New Mexico, Oklahoma, and Texas attended a conference held to explore positive approaches to school public relations. There were three objectives set to meet this general purpose: (1) to increase awareness of the School Climate program as one means of accentuating the positive; (2) to provide various approaches and information to enhance external communication for school improvement; and (3) to provide information and strategies to facilitate internal lines of communication for total school improvement. These conference proceedings synthesize the content of the following presentations: "School Climate" (Barbara Case); "Getting Your Message to the Public" and "Surveying Your Community" (Larry Ascough); "Working with the Media" (Rodney Davis); "Involving Total Staff for Good P.R." (Bonnie Ellison); "I Have Met the Enemy and They Is Us" (Barbara Dudlacek); and "Internal Communications" (Mary O'Neill). Copies of handouts distributed by the speakers, the conference agenda, and an evaluation are also included. (MLF)