8. Minding the Minders

In this chapter, we explore the intricacies of dealing with the power of political press secretaries, also known as media minders or media advisers. We delve behind the scenes by drawing on our interviews and case studies, where we find a common theme: much of the play for publicity is driven by the political actor’s media minder taking advantage of the media spotlight during a disaster or crisis event. It is here, often behind closed doors, that media minders seek opportunities for their political masters to be seen on the front line—sometimes at any cost, including the use of logistical support, such as helicopters, from emergency and disaster agencies. There is an overriding strategy by media minders to show that their political actor is engaged with the crisis, taking some form of leadership and being there for their constituents, or their elected colleagues, such as a minister representing a premier. We discovered that dealing with the visit ‘requests’ of political minders can be problematic for emergency managers. The wrong answer (in the view of the minder or politician) can have negative consequences for career progression. Saying ‘no’ is fraught with danger. Therefore, how do crisis and disaster managers sensitively juggle requests for media exposure on the front line from media minders at all levels of government? Which requests, and from whom, take priority?