Written by a social worker with decades of experience, this book examines the dismissive attitude of society, and particularly the media, toward social work. The text argues, however, that the profession itself-- including the bureaucratic machinery underpinning its service delivery to clients-- is mostly to blame for its public portrayal as a network of stodgy, introverted, and sometimes ineffectual do-gooders. This call to action recommends that social workers begin to use the media to improve their public image, rather than continually shying away from controversy and news coverage.