Modern market-driven mass media systems may present collective actors with communication opportunities, but these come laced with formidable costs and constraints. This paper argues that despite these barriers, collective actors, working intentionally and strategically, can develop effective media campaigns to communicate with mass audiences — audiences they cannot reach directly. To utilize these narrow opportunities, however, a collective actor needs both adequate communications infrastructure and a communication strategy well integrated into its overall organizing strategy. The 1997 Teamsters strike against United Parcel Service (U.P.S.) provides an illustrative case.
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