The problem of self-governing of a community (more precisely, the involvement of its members in collective actions directed towards achieving a common goal) is extremely important. In our opinion, it is necessary to give honest answers to the following questions: (a) What are the constituents of collective actions meant to help obtaining public goods and how should they be determined? (b) How useful, rational and legitimate are civic actions (in general) and the measures of self-government of a community (in particular)? (c) What are the resources, rights and duties in a self-governing community? (d) What parts can professional communicators play, in order to stimulate their fellow citizens’ participation in the art of self-governing? Civic participation in realizing the common good has several aspects, starting with voting participation and ending with the community’s self-mobilization. Professional communicators (in this case, public relations specialists) may contribute to building a self-governing society by playing six parts: the town crier, the steward, the traffic manager, the conductor, the creator and the facilitator.