Publicity and media relations are basic operations for many public relations practitioners. Establishing a good relationship with the media and getting positive publicity for the sponsoring organization are essential duties for most public relations professionals. The public relations practitioner needs to know how to prepare media kits; to work with printers, photographers, and vendors; to prepare executives for media interviews; to distribute materials to the media; and to plan for and conduct press conferences. Public relations students need to know that the media's sometimes suspicious attitudes toward public relations practitioners are predictable, healthy, and demand professional respect. By planning and preparing media kits, students can better understand the process and function of effective publicity and media relations. The activities involved in preparing the media kits could include: interviewing a public relations person who has a formal role preparing media kits, surveying public relations sources, and surveying journalists. By using student-produced media kits, students can prepare for and conduct mock press conferences. Three figures are included: (1) Do's and Don'ts for Effective Publicity and Media Relations; (2) Ground rules for executives being interviewed; and (3) Checklist for conducting a press conference. (MG)