Purpose: – In 2001, Dutch politician Jacques Wallage introduced the concept of “communication in the heart of policy”, which sought to bridge the perceived gap between the government and the populace. He also advocated for a stronger focus on the proper representation of cabinet ministers in the mass media. The purpose of this paper is to explore the implications experienced by communication professionals in the Dutch public service in terms of integrating this approach.

Design/methodology/approach: – This paper is based on a series of 17 qualitative semi-structured interviews held with communication professionals either previously or currently employed in the Dutch public service.

Findings: – The findings show that it has become increasingly difficult for communication professionals in the Dutch public service to maintain the strict separation between government communication and political communication that once characterised their work.

Research limitations/implications: – The focus of this paper is on government communication in the Netherlands at a national level.

Practical implications: – This paper argues that a stronger focus on the image and reputation of cabinet members blurs the line between government communication and political communication, which may defeat the purpose of “communication in the heart of policy”.

Originality/value: – This paper offers a unique insight into government communication practices in a consociational state, where politics are marked by negotiation and a common striving for broad consensus, and where the public service is controlled by coalition governments rather than one particular party.