Between spin doctor and information provider: Conceptualizing communication professionals in government ministries

Abstract

Communication professionals are increasingly found within government ministries. Based on classic work on bureaucracy and recent literature on mediatization and personalization, this article develops two ideal types: the government information provider and government spin doctor. These ideals are constituted by six dimensions: recruitment criteria, values, loyalties, reputational concerns, interactions, and tasks. A study of nonpartisan communication professionals in Norwegian ministries is used to illustrate the empirical relevance of the ideal types. The analysis shows that for loyalties and reputational concerns, Norwegian communication professionals resemble the government information provider. Regarding interactions and tasks, they resemble the government spin doctor. For recruitment criteria and values, the picture is mixed. The empirical application thereby illustrates a fruitful aspect of the framework as certain configurations will bring forth inbuilt tension in communication professionals' role. The framework allows a fine-grained approach to extend ongoing debates of appropriate and inappropriate practices of communication professionals in ministries.