How special advisers can work with departmental communications teams

How special advisers can work with departmental communications teams jack.sanders Tue, 30/06/2026 - 15:19 6 'How to' guide Institute for Government Yes Ministers Civil servants Government communications Special adviser IfG Academy Working with departmental communications teams No “[The minister] made it very clear to me from the get-go; media coverage was very important to him. So that was very much the focus for me, was to try and drive positive media coverage for him and for the department.” Former media special adviser Ministers rely on communications experts – media special advisers and communications teams within their department – to communicate their vision, plans and achievements to a wider audience in ever more attention-grabbing ways. Special advisers – particularly those who represent their minister’s views directly to the media – need to build close, trusting relationships with departmental communications teams. This guide, designed for media special advisers as well as spads whose role has a communications element, lays out some key groups to work with, how you can work with the departmental comms team and your role in driving explicitly political communications. Build close relationships with key groups inside and outside the department As a media spad, you will want to promote the work of your minister and department in the media, including managing negative coverage. This means playing a major role in overseeing and shaping the department's communication activities, which requires relationships across government and beyond, including