This handbook offers strategies for school principals who have become the primary marketer for their schools. It is designed to help them draw on school and community resources to build a support base of human, material, and financial capital. Much of the material is based on practicing administrators' responses to a survey sent to "Principals of the Year" in all 50 states. Following the foreword, preface, and introduction, 10 chapters present information on understanding the communication process, marketing the school, building school decision-making teams, conducting needs assessments, improving internal communications, involving parents in the school, creating community outreach programs, producing public-relations publications, enhancing media relations, and planning for and managing crises. Nine sample documents are included. (LMI)