"Earned media" is exactly what one thinks it is. The people who do the necessary work to earn coverage of their issue or battle are the ones who will get their story out to the public. Earning media coverage involves giving careful attention to the mechanics of reaching out to news outlets. Most people can learn the mechanics through workshops, collaboration with those who have already done it, and practice. But one will find the going very tough unless one's organization--one's union local, chapter, or association--makes certain choices that will clear the way. In this article, the author discusses the importance of media coverage. It can have an impact on policy makers, university administration, students and staff, the public--and the faculty itself.