Within the context of the free radio movement, this article explores two little-discussed media strategies that social movements may adopt in order to mitigate the problem of how to best get sympathetic news coverage: circumventing mainstream media altogether by using alternative media, and working to reform the media, thereby changing the rules and structures that govern movement–media relationships. The author argues that control of (or access to) alternative media can help a social movement overcome the difficulties of gaining sympathetic mainstream media coverage. He also argues that the media reform movement, if successful, could further help social movements overcome this problem.