In today's highly competitive world, more than just a good product is required for a business to survive. A sound public relations campaign is needed to generate publicity and extol the product's benefits and the same can be said of a physical education (PE) program. When viewed from a business perspective, the greatest threat to physical education is having unreliable or no information regarding the advantages of high quality physical education. It is important that physical education programs adopt sound business principles and that every effort be made to enhance relationships between physical education specialist and members of allied publics. This article discusses the groups or individuals who are able to assist and improve PE programs that physical educators may encounter in overall school settings.