A recent study by The National Association of Elementary School Principals (NAESP), Principals in the Public: Engaging Community Support (2000) found that communication, marketing, public affairs and public relations and engagement activities are now given more time and importance than ever before. According to the study, public support builds excellent schools. With a focus on communicating the principal?s complex role to the community, The National Association of Elementary School Principals, in conjunction with The Education Alliance at Brown University engaged principals from the Buffalo (NY) School District and Regional District #17 in Connecticut, in the development of an agenda for enhancing the public?s image of schools and of principals as effective leaders. This brief details those action strategies designed to impact public perceptions regarding the role of principals and their schools.