School public relations is a planned and systematic management function relying on a comprehensive, two-way communication process involving both internal and external publics with a goal of stimulating a better understanding of the role, objectives, accomplishments, and needs of the organization. The function of school public relations is, first, to ensure that schools are identifying and serving society's needs as well as possible and, second, to make sure that the public knows that its needs are being met so that it will support its schools. After a preface, 14 chapters address these topics: (1) building support for schools, (2) public relations in education, (3) the current stance of education in relation to the public, (4) developing a public relations program, (5) working with parents and students, (6) involving key publics, (7) managing critical issues, (8) using new technology, (9) printed communications, (10) working with the media, (11) the basics of school public relations, (12) special problems, (13) building-level public relations, and (14) evaluating the public relations investment. Included in six appendices are a code of ethics and standards for educational public relations programs and public relations professionals. Concluding the book are 61 references and an index. (WTH)