Highlight staff and student accomplishments, not just media program news and events. Include media program highlights in all school wide newsletters or district newsletters when appropriate. Readers of the newsletters will come to expect media center news. Frequent announcements, news times posted to staff, departments via email and in the daily or weekly school bulletins are efficient and effective. Thank you and congratulatory notes sent to staff when appropriate are another great public relations medium.
Communication is always worth the time.
If you fail to communicate you fail. Much of public relations is common sense. A new teacher's first real experience with technology is likely to occur on the job, especially if the teacher's undergraduate or student teaching experiences with media centers and technology were limited. Media specialists should do whatever it takes to ensure the person has a successful experience. Be visible in the broad educational community.