ABSTRACT
In this study, I examine the “theories in the heads” of the Congressional press secretaries, a group of professional communication managers, who, to date, have been neglected in the literature. The data — generated via a focus group, semi-structured interviews, and a survey — suggest that the press secretaries, as they mature in their position, gradually (a) become members of the dominant coalition, (b) have a relationship with the media based on “guarded honesty,” and (c) tend to practice a press agentry model of public relations. I conclude by suggesting that these individuals, although they share characteristics of many public relations professionals, ought not be automatically labeled as such until additional studies (in which the press secretaries serve as units of analysis) are conducted.
“I have to consider, about every other day on my job, that I work for someone who’s been elected to office — who the people have put a trust in. Moreover, that someone is working for a federal government that, for better or worse, is the government that has been established by the people and our Constitution. And, uhh, it’s a weighty responsibility” (38-year-old male press secretary with six years of experience).
