This article explores how personalisation, blame avoidance and institutional constraints collide in contemporary government communication practices. Based on ethnographic fieldwork in a Norwegian ministry, it analyses how a central government agency manages the media during critical news campaigns featuring individuals suffering from inadequate public health services. To provide a comprehensive analysis of the particular limits and aims of government communication, the article combines perspectives from public agency studies with media research on personalisation. It finds that the need to be visible and demonstrate agency in the media drive personalisation strategies towards a strong focus on government leaders, while simplifying the representation of complex government organisation and processes. At the same time, institutional constraints and the formal delegation of responsibility limit the communication repertoire available for public agencies when critical human interest stories dominate in the media. This results in a standard type of unconvincing media performance, where incumbents appear to evade direct personal responsibility. The case study provides new knowledge on dilemmas, negotiations and strategies behind government communication, illuminating how competing interests play out in a rapidly changing media landscape.
