A comparative analysis of senior civil servants’ involvement in media management

This article offers results of a comparative case study into how pressures from the media translate into the involvement of senior civil servants (SCSs) in media management and how this is reflected in differentiated ways in politico-administrative relationships. It offers tentative explanations for these differences through the lens of ‘public service bargains’. Based upon a qualitative analysis of documents and 62 interviews with SCSs and advisers in Denmark, Sweden and the UK, the research found that: (i) media management, in some countries, generates an extension and an amplification of the normative expectations towards SCSs’ involvement in media management; (ii) this is accompanied by a revitalisation of the reflections from SCSs to balance their responsiveness to the minister with anonymity and neutrality when involved in media management; (iii) an extensive formal politicisation seems to curb pressures on SCSs’ anonymity and neutrality and their involvement in media management. These findings improve our knowledge of SCSs’ involvement in media management by raising crucial questions about the political neutrality of administrators, tendencies towards politicised governance and (more) interventionist political staffers – amid intensified pressures from the media on governments.