This paper traces a case study of advocacy tactics aimed at institutional change in the legal Nevada brothel industry. The brothel industry represents a unique case of legalized prostitution in the United States and the subject of debates about the institutional positioning of prostitution as an accepted service or an unaccepted vice. Specifically, the study considers the issues that give rise to institutional problems, the actors who advocate change, the audiences who can legitimate new organizational field arrangements, and the discursive tactics involved in entrepreneurial types of change. A single case study design that entails thematic and grounded theory qualitative techniques was applied to text data from newspaper articles. Analyses developed category schemes for each concept and theorized advocacy patterns in the case. The findings reveal that groups of actors use distinct sets of tactics to advocate pro and con sides in defining industry and prostitution problems. Confirming prior research, actors use institutional vocabularies to construct and position the problems. Findings also demonstrate how actors try to shift the field in relation to legitimate and illegitimate institutional arenas by locating the problem in the institutional field and creating urgency to act. Other patterns distinguish the institutional entrepreneurs from other advocates and identify the critical roles that certain audiences play in entrepreneurial processes. Such insights offer opportunities for continued theory building at the intersection of institutional theory and communication and speculations about potential change for the brothel industry and legalized prostitution.