The article brings a reflection on the imaginary regarding the activity of press relations in the perspective of the organizational communication. It uses field research with two groups: advisees and media journalists from Rio Grande do Sul. It compares the imaginaries that are possible to be identified in the language marks present in the interviewees’ responses in order to comprehend the implications of this (these) imaginary (-ies) in the press officer´s work. It points out that the advisees tend to imagine the activity as a visibility tool for marketing aims and/or for concept-image building, while journalists assign to their work the role of serving to news production. It infers that in addition to using techniques of journalism and public relations, the press officer must act as a co-producer of journalistic contents to ensure the visibility of the advisee.