This pamphlet aims to help child care agencies and centers mount a campaign to counteract negative media coverage about child care. To plan an approach to the media, it is suggested that the child care organization designate a media person, develop a budget, target the audience, develop a message and vehicle, compile a media book with information about local media, cultivate media contacts, and establish a timetable. Specific skills for working with the media are also discussed; these include creating a media packet for the organization and preparing public service announcements, community calendar announcements, free speech messages, and press releases. Suggestions are also given for getting on radio and television, preparing for interviews and talkshows, getting positive results from encounters with the media, and evaluating the success of efforts to use the media. The conclusion stresses the need to coordinate positive media attention with organization of child advocates to improve the field of child care. A list of organizations and books for finding out more about the media are attached along with samples of a press release and a public service announcement. (CB)