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 decisionmakers and the general public. The news media are an important means of informing and influencing these groups. The news media selects, filters, and shapes the news that are presented. By providing information and education, the media impact the development of public opinion, which, in turn, influences political and bureaucratic decisionmakers. Because of the media's bias for the sensational, the coverage that child care does receive is likely to be in connection with problems, concerns, and unusual occurrences. The strategies to achieve more positive coverage include increasing the frequency of articles relating to child care and ensuring that such coverage reflects positively on the profession. 1 table, 8 references. (Author abstract modified)