KEN BAKER t is well known that in the competitive environment in which I educational priorities are decided, parents and politicians are eager to abandon programs that do not seem to fulfill worthwhile purposes (Banach & Frye, 1996). The problem with eliminating the “nonessential,” however, is that there may be a great disparity between the true worth of an educational program and the public’s perception of that program’s value (Paciencia, 1995). Since educational programs may live or die based on public opinion, highquality pub lic relations are the key to maintaining public support (Potter, 1997). Thus it is imperative that physical educators commit themselves to a purposeful and relentless campaign of self-promotion. While humility may be beneficial in certain interpersonal relationships, this same humility can be an invitation for a program’s elimination in the uncertain arena of public education. Ag-gressive self-promotion can be the key to survival.

The purpose of this article, then, is to identify strategies that can be used for the promotion of physical education programs. Ideas for plan ning a public-relations campaign are listed, with special attention given to descriptions of how the latest developments in communi. cations technology can be incorpo rated into a comprehensive plan, It is hoped that this article will pro vide practitioners with useful idez that can be implemented in a varieq of settings.