We report studies of exchange bias and coercivity in ferromagnetic Ni 81 Fe 19 layers coupled to antiferromagnetic (AF) (0001), (1120), and (1102) α-Fe 2 O 3 layers. We show that AF spin configurations which permit spin-flop coupling give rise to a strong uniaxial anisotropy and hence a large coercivity, and that by annealing in magnetic fields parallel to specific directions in the AF we can control either coercivity or exchange bias. In particular, we show for the first time that a reversible temperature-induced spin reorientation in the AF can be used to control the exchange interaction.