From the moment the lockout started, there was an explosion of blogging that got the stories of the locked-out workers out. Eventually, that morphed into radio shows being done on campus stations, caravans going across the country reporting the unreported news in various Canadian outports, and even an online news site filled with robust reporting that the overwhelmed locked-in managers, running a skeleton service, simply couldn't match. It's the talent, stupid. That's the message that came through loud and clear. The PR war was decidedly won by the workers in this one. The managers seemed like they did not have a plan; their justifications for why they needed to be able to hire and fire contract workers at will seemed, as the weeks went on, just to be indicative of how poor their strategic planning was generally.