Public relations begins with questions: "Who are we? What is important to us? What is our unique profile?" By collaboratively formulating their self-understanding as answers to these questions, schools strengthen their identity and enhance their external impact. For schools with their very diverse offerings and requirements, it is particularly challenging to present their core identity succinctly to the outside world. A special challenge is the coordinated and interconnected alignment of all measures and projects as a school brand. Gerhard Regenthal demonstrates in a simple and practical way how to structure and effectively implement professional public relations for schools. With clear overviews, guidelines, examples, and checklists that have proven effective in practice, schools can immediately start to highlight their unique features.