Abstract
The article explores how media representations influence ideas about legitimate behaviour within a civil society organization (CSO). We develop understanding of the mediatization of CSOs, and in particular of how media coverage influences internal practices and decision-making. The analysis is based on a case study of the Swedish Red Cross and illustrates how (negative) media exposure influences the conditions for, and behaviour of, a CSO. The findings demonstrate that media constructed a legitimacy crisis and that the organization over time adjusted to the media story to maintain its legitimacy. The findings also suggest that professional communicators play significant roles in carrying and reinforcing ideas within CSOs about the importance of controlling media attention.