Drawing on a qualitative review of historical artifacts, the author explores the birth and rise of the American Association of College News Bureaus and its successive organizations. The author performs a historical study, interlacing an interpretive biographical lens and rhetorical theory. The study seeks to determine what formative events and narratives shaped the Association's progression from 1915 until 1950 and to what extent, if any, the Association and its successor organizations established a new rhetorical arena in America's higher education landscape. The expansive horizontal network launched by the group better served colleges and universities with more robust dialogue and public relations vision. The pioneering work of Association leaders through the decades spawned the influential College Sports Information Directors of America, or CoSIDA, and later helped to launch CASE, the Council for the Advancement and Support of Education, which remains an integral part of contemporary higher education both in the United States and internationally. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]