In recent years, the media department of the self-proclaimed Islamic State has proven itself to be highly adept at strategic communication. While much research has gone into the group’s digital and online capabilities, there remains a significant gap in the knowledge regarding its in-country propaganda operations and objectives. In recognition of this, the following research paper approaches the issue from a different angle, attempting to better understand how and why the group communicates its brand through the lens of two publications – al-Naba’, its Arabic-language newspaper, which appears to be designed primarily for offline dissemination in the caliphate itself, and Rumiyah, its foreign-language electronic magazine, which has only ever appeared online. Using content analysis to identify and compare each publication’s internal (local) and external (global) media priorities over the four-month period between September and December 2016, we develop an empirical evaluation of the group’s recent forays into targeted outreach.