ABSTRACT
This chapter argues that the newly discovered interest in the newsroom should encourage to look beyond what happens there and investigates how the press releases came into being in corporate settings in the first place. It shows that the interest in organizations should not be restricted to for-profit businesses, which have so far captured most of the attention in the area non-profit settings could well be just as rich as what has been discovered in business. The chapter discusses different from the top-down, bird's eye perspective traditionally presented in handbooks that are meant to introduce newcomers to an academic discipline. It focuses on an empirical, bottom-up modus operandi, this case is taken to be exemplary of some of the emerging developments and concepts at the heart of the analysis of the interface between news media and organizational communication. It is interesting to see how the contrast between the public relations officer and the researchers is actually reflected in the communication.
