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ABSTRACT  In 1983, the Albuquerque Language Teachers Association was formed as part of the Academic Alliances project under the auspices of the National Endowment for the Humanities and the Rockefeller Foundation. An immediate objective for the association was defined: “To increase public awareness of, and support for, second language education.” A public relations strategy was carefully designed and executed to maximize the impact of the association's activity on the Albuquerque community. This strategy, along with supporting activities, is outlined below. ALTA members invite you to replicate and outdo their efforts.