ABSTRACT
Although child care workers have created many of the structures, such as associations, conferences and journals, that are required for attaining professional status, they have been less successful in winning recognition for the professional status of child care from political decision makers and the general public. The news media are an important means of informing and influencing these groups. This chapter explains how the media work and presents data which suggest that child care workers have not been effective in getting their message across. Strategies for winning public recognition for the profession through more effective use of the news media are then suggested.
