The classic, but newly revised 'Engineering Consent,' by Edward L. Bernays, provides a chronological, eight-point plan for developing a public relations program. The second chapter emphasizes the reasons for building public confidence in schools and includes insights from experienced school public relations professionals. Guidelines for developing a crisis communications plan and for working with the media also are included. The next chapter provides an overview of school safety concerns, illustrates them using existing programs, and examines the role of public relations in achieving quality education. Next, specific school safety ideas are outlined for working with board members, employees, students, parents, police, government, and the community. These 101 strategies and tactics are based primarily on current research conducted by the National School Safety Center. Each of the strategies promotes school safety directly or indirectly by contributing to a positive school climate. Appended are a series of public service announcements promoting school safety and a list of associations, agencies, and publications relating to education, public relations, and school safety. (Author abstract modified)