I always had the same nervous feeling when I met my new secretary of state for the first time
No matter how many times it happened – and in my four years as a government director of communications, it happened six times – .. It can feel very personal – I’ve worked with ministers and political advisers who I like a lot on a personal level, and have enjoyed leading their comms efforts. Yet in what can feel like no time at all, they’re gone with no time for even the most cursory traditional workplace goodbye.
When a new minister is appointed, there’s a “usual” order of meetings they do, starting with their new parliamentary private secretary, who will be their senior adviser and running their private office. That is followed by the Permanent Secretary and then the director of comms . In reality, you and your team have spent months, sometimes years, crafting language based on someone else’s voice, arranging visits that your previous principal would enjoy and have their media prep preferences etched into your brain. That’s before we even get to their grammar errors and realising that your pitch for their first profile piece is with a publication they fell out with in 2013 over a local planning issue.
It’s certainly my least favourite part of that initial first meeting – and you really do have to say it early on so no one can say they were unaware – explaining that all media now goes through a central grid system run by No 10 who give the green light to any communications plans.
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