Instead of communicating via traditional media channels, which have their own agenda and are difficult to control, public organisations are increasingly producing and spreading their own messages through their own channels. One recent phenomenon is public organisations taking on roles as news producers. In this paper, we set the focus on the content published in the intersection of journalism and strategic communication. Through a qualitative study of the content of the digital news channel VGRfokus, launched and produced by the Swedish county council Västra Götalandsregionen (VGR), we examine how an organisational image of VGRs created in and through this content. Our analysis shows that a specific organisational image is constructed through the promotion of main actors from within VGR with a preference for managers, through a numerous and explicit mentioning of VGR or any of its subunits, through a bias towards positive news, and through a frequent use of words that relate to responsibility, innovation and modernity.