Abstract
This article aims to analyse the transformation of relationships between press offices and media professionals, especially concerning the strategies of institutional communication departments to convey their messages while bypassing journalistic quality filters. The study explores how this occurs and the challenges in preventing it within media newsrooms. To achieve this, twelve in-depth interviews were conducted with industry professionals who have held or currently occupy key positions in institutional communication offices and have prior experience in the news media or have even returned to media roles. The results highlight the demanding immediacy and precarious working conditions faced by many journalistic newsrooms. These conditions contribute to a greater ease for institutional messages to be initially published without any filter or in-depth analysis by journalists. This paves the way for communication offices to effectively place their messages in the public domain and achieve the desired impact.
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