It is no secret that the new Government and Dominic Cummings, in particular, want to introduce new ways of working across the Civil Service and now the Lobby; but, unlike previous governments, this one looks like it is serious.
The symbolic walkout by the select few invited to a briefing was, on the one hand, a sign of solidarity – but was also an implicit recognition that, if the Government is serious, it is a battle they will lose.
While selective lobby briefings are nothing new, the problem this time is what is says about the future.
There are real worries that the Government wants to exert more centralised control.
So out go the ‘cosy’ relationships with the Lobby and in comes a new era where No. 10 can pick and choose the lines, the story, and make every attempt to dodge scrutiny.
While the ‘mainstream media’ (MSM) may be worried, newer outlets are overjoyed.
You can read my full opinion piece for PR Week here.