In this article, the author argues that the relationship between higher education and the media changes continually and yet is, or should be, grounded in certain unchanging principles. He outlines some of the changes that have taken place over the past ten years in the relationship between higher education and the media; highlights the decline in deference towards universities (as well as other institutions)--a decline that has been accelerated by the Internet and is apparent in prevailing attitudes, including those of journalists; indicates that many consumers put their faith in the judgments of their peers (often expressed online) rather than those of established authorities and experts; and suggests implications for universities. He concludes by flagging up some "eternal verities"--things that, unlike technology and social mores, change little over time. He believes they can always be relied upon to give shape, direction and strength to communications work. These are: (1) leadership; (2) mission; (3) authenticity; (4) realism; and (5) fearlessness.