Predicated on the assumption that organized labor has long been misrepresented by the mass media, and bolstered by a literature review, a case study analyzed in detail labor news coverage from the "Columbus Dispatch" for the month of April 1994. A total of 37 articles were gathered that related to labor issues--articles on the ongoing nationwide Teamsters' strike were looked for in particular. Results indicated that, in general, coverage of labor issues was sparse, usually too brief and was buried inside the newspaper. The majority of the articles portrayed labor in a negative or biased manner, making no attempt to maintain a neutral tone. For those who study mass media effects and who subscribe to cultivation theory or the agenda-setting function of the media, labor in general, and the Teamsters in particular are getting more than what amounts to a "bad press." Unions are being left out of most Americans'"realities." Further research should consist of a more in-depth analysis, across a longer period of time than one month, and should also encompass television news coverage of labor. Findings suggest that labor unions should try to counteract their stereotypical images in the media, and that reporters need education about labor issues--forging links with university journalism departments might be worthwhile. True collaboration might open new opportunities for both labor and academics. (Contains 35 references and 1 table of data.) (NKA)