Significant cutbacks in news gathering have resulted in dramatic changes in the appeal of the profession and how the media view their public responsibilities. As profit-making centers, the media are concerned about ratings, subscriptions, and advertising dollars. Although these changes have been substantial, law enforcement professionals can still influence the media, and should create a liaison with the media to ensure accurate reporting. Law enforcement PIO's should assist reporters in learning about and understanding law enforcement and, at the same time, use media contacts to better understand the job of a reporter. Cooperating with the media remains the most reasonable way for PIO's to advise the public of the department's position. When establishing a relationship with a media representative, PIO's should determine the background and ethical standards of the reporter. In return, PIO's must provide information that will result in an accurate piece of investigative reporting. Although the media have undergone some radical changes in the past 20 years, they remain one of the most powerful forces in U.S. society. The article concludes that, if PIO's understand how ethical reporters and journalists think and realize what factors influence their profession, they can deal successfully with the news media. Notes, bibliography