Argentina's government bets on a new media dynamic as Milei backs his spokesperson

President Javier Milei expressed frustration in mid-April that media coverage focused on scandals rather than his administration's accomplishments. He questioned why "impressive measures" were being ignored, distinguishing between journalists he deemed "criminals" and a select few he respected.

The President's concern arose during a scandal involving his spokesperson, Manuel Adorni. While Milei typically criticizes journalists, his question was framed around understanding the media dynamic. The response he received suggested that Adorni's situation was hindering communication, even for sympathetic outlets.

“

Why are the media talking about anything other than everything we are doing? There are impressive measures that nobody is reporting.

Despite this, Milei did not dismiss Adorni. Instead, he waited two months before accepting his resignation, a decision influenced by his sister, Karina Milei. She advocated for a new media relations strategy, leading to the appointment of Fabián Fernández as Secretary of Media. Fernández has connections across various media outlets and previously worked at YPF with Santiago Caputo.

“

For the first time in a long time, we managed to set the agenda.

This new approach has shown early results. The government successfully steered public attention towards the IMF head's visit and the Central Bank reform, even competing with Cristina Kirchner's UN presentation. A government official noted, "For the first time in a long time, we managed to set the agenda."

The strategy involves a team of spokespeople delivering multiple interviews, even to outlets previously considered hostile. The new paradigm is that "only the President chooses which media to go to; the rest have to roll up their sleeves." While some ministers may still resist, the previous system of pre-approved media lists has been discarded.

“

Only the President chooses which media to go to; the rest have to roll up their sleeves.