A study examined 90 newspaper reports from the local and provincial press in Great Britain which covered the relaunch of Mencap, the largest national charity for people with learning disabilities. Mencap has adopted a new corporate style, a new logo, and a new "positive" image to reflect changing attitudes about disabilities. Using for analysis the criteria defined within the organization's press releases, the study focused on two key issues: (1) how closely the press reported Mencap's changing imagery and demonstrated an awareness of the underlying objectives; and (2) how the press included additional aspects of portraying representations of "learning disability." Findings suggest that, although the relaunch was generally reported favorably, there is a basic dilemma in reporting on disability. This includes the need for charities to convey key issues with clarity to journalists and advertisers so that mixed messages are not conveyed, and the challenge that arises in addressing the complex and diffuse nature of "learning disability." For example, the media do not see disabled people as a minority group with a political identity and, therefore, the disability community is not considered newsworthy. One recommendation is to get more accurate stories printed, and that special educators should develop strong relationships with newspaper reporters and editors. (Contains 9 tables; 34 references; a list of newspaper sources; the press releases; and details of the relaunch, with photos of "real" people with disabilities, and the old and new logos.) (NKA)