The example of the Tuloso-Midway Independent School District of Corpus Christi, Texas, points out the community support benefits to be gained from an effective public relations policy. Such policies should be develped before a crisis destroys opportunities for widespread support. The system should assess its current communications needs first, then review the system's ability to provide the necessary time and resources. Drawing on this information, the board can then draft an appropriate policy. The policy document should include a statement covering the reasons for establishing a policy, designation of those responsible, provisions for regular development of public relations plans based on current conditions, and a method for regular evaluation. In addition to discussing policy needs and policy development, this article reviews significant reasons for making public communication a priority, suggests several kinds of publications that districts can produce, lists strategies for involving the community, identifies additional sources of information about public relations, and emphasizes the importance of maintaining good relations with the local media. (PGD)