This study examines the press coverage of annual festivals organized by the Okonko Azumini Cultural Organization, focusing on how media narratives shape public perceptions of cultural identity and heritage. Despite the increasing importance of media in promoting cultural events, there is a noticeable gap in scholarly literature addressing the role of local press in representing cultural organizations in Nigeria, particularly those like Okonko Azumini, which play a crucial role in community cohesion and cultural preservation. Through a qualitative research methodology, this study utilizes content analysis of newspaper articles, interviews with key stakeholders, and participant observations during festival events. The research aims to uncover recurring themes, biases, and omissions in media coverage, exploring how these narratives affect community engagement and the cultural organization's visibility. Initial findings suggest that while the press recognizes the significance of the festivals, coverage often lacks depth in portraying the rich cultural practices and community involvement that define the events. Additionally, the media's portrayal tends to emphasize sensational aspects at the expense of educational content about the festivals' cultural heritage. By addressing these gaps, this study contributes to a more nuanced understanding of the interplay between media representations and cultural organizations, advocating for more informed and responsible press practices. It highlights the need for a collaborative approach between cultural organizations and the media to ensure a balanced representation that fosters appreciation and engagement with local cultural traditions. This research not only informs future studies but also aims to guide media practitioners in understanding their influential role in cultural discourse.