The ethnographical study employs Goffman’s image management theory, McCombs and Shaw’s agenda-setting theory and Christians’ utilitarianism in media ethics theory as its foundation for the need of telling a balanced story about the municipality. In addition, narratives of several other cities around the world have been examined for similar issues. A content analysis of a few of these highlighted stories, and qualitative interviews with selected leaders round out the exploratory study. In light of the in-depth... Furthermore, questions of ethical and moral responsibilities for journalists when telling a community’s account as well as how a community can help tell its story to external media outlets were also explored. This book examines how community leaders in the Regional Municipality of Wood Buffalo - Fort McMurray, an oil sands town in northern Alberta, Canada, address the issue of image management when it comes to negative coverage of their community via external media outlets.