This article examines how the topic of an ethnically diverse workforce can become an organiz- ational problem (or not) in private media companies. The study is based on interviews with Human Resources managers and persons responsible for diversity issues at these companies. This article favors a communicative approach by relating structures to agency through the concept of expectation. This is in contrast to the bulk of media research, which considers structures as something fixed and objective in determining organizational action. By exploring the expec- tations structures we can see which expectation patterns condition organizational communication. As a result, the main pattern of migrant background as adding value to the organization (or not) could be revealed as a guiding distinction in organizational communication about diverse workforces.