Аннотация:This article applies a combination of an input–output content analysis and in-depth interviews with nongovernmental organization (NGO) communication professionals to determine whether the growing incorporation of press releases in editorial print content could be a new public forum through which international political actors, such as NGOs, could gain wider news access by serving as emerging key players in global civil society. The study indicates that Belgian news coverage of international aid issues is more often based on NGO press releases than government press releases. We also found that the agenda-building capacities of NGOs and government institutions are enhanced as journalists present information subsidies as original journalistic work in most cases. Nonetheless, we must tone down prevailing one-sided conclusions, as most press releases are not just copy-pasted. Instead, most are supplemented with additional sources and information. The data, moreover, identify different journalistic roles of NGOs according to their objectives. While some issue press releases to raise short-term public awareness and donations for humanitarian crises (mobilization), others have developed into established expert news source organizations that provide background information and reliable eyewitness accounts to journalists.
