This article explores why jihadis make propaganda. Through the analytical lens of Bockstette’s 2008 framework for jihadi communication strategies, it assesses two of the Islamic State’s most important doctrinal texts on media jihad—the first, a little-known speech by Abu Hamzah al-Muhajir that was published posthumously in 2010, and the second, a field-guide prepared by the Islamic State’s official publishing house, the Himmah Library, in 2015. After drawing out the core insights, similarities and presuppositions of each text, it discusses the enduring salience of Bockstette’s model on the one hand and these two texts on the other, noting that, while it is imprudent to make policy predictions based on them alone, so too would it be remiss to ignore the strategic insights they contain.