This 40-page annotated transcript captures a panel discussing public relations concepts and providing tips on planning, targeting audiences, developing messages, building relationships, working with the news media, and marketing to students and parents: Mark Hatfield Jr., Burson-Marsteller in New York; Eric Permack, Charter Schools Development Center at California State University; Gail Dundas, Oregon/Intel Corporation; Joe Lucente, Fenton Avenue Charter School in Los Angeles; Bob Landauer; The Oregonian; and Sherry Knight, Knight Writers, Jackson, Michigan.