How the Guardian flattered Morgan McSweeney and why it did so

Those hoping to be impressed when Morgan McSweeney made a rare public appearance, courtesy of the Commons' foreign affairs select committee, will have been disappointed. A No. 10 led by him and Keir Starmer really was a case of the bland leading the bland.

But how did the Guardian's Whitehall editor greet Morgan McSweeney when he was appointed? Those of you with strong stomachs, read on:

As the brains behind Keir Starmer’s leadership campaign, McSweeney is credited with having brought the prime minister to power. He entered No 10 as head of political strategy, in charge of charting the party’s path to another victory in five years' time.

When it emerged there were rival power bases around McSweeney and Gray in No 10, few had any doubt he would survive any fallout. He has now emerged as chief of staff, with unrivalled influence, and is likely to bring a much sharper political focus to the job.

McSweeney is adored by many staffers, with some party figures retaining more affection for him than they do for Starmer. The highest form of praise in Labour HQ has been said to be: "Morgan loves it." However, he is something of a bogeyman on the left after leading the thinktank Labour Together in a campaign to purge the party of Jeremy Corbyn’s influence.

After working in Labour’s attack unit in the New Labour years, McSweeney cut his teeth as chief of staff to the then Lambeth council leader Steve Reed, who is now a cabinet minister, and helped defeat the British National party in Barking and Dagenham. Born in Ireland, he divides his time between Scotland and Westminster. His wife, Imogen Walker, is Labour’s MP for Hamilton and Clyde Valley.

Why this unctuous tone? As I explained at the time, it was beat-sweetening and source-greasing.

And I got these terms from an article Timothy Noah published when Obama named his team after first winning the Presidency:

This is the season of the beat-sweetener. A beat-sweetener (some prefer the term source-greaser) is a gratuitously flattering profile that a reporter writes about a government official in the hope that it will encourage (or, at the very least, not impede) that reporter's access to the official in question. Newspapers and magazines have been full of them, and even the uninitiated may feel they've been reading a lot of dull profiles lately without knowing exactly why. 

My advice is to adopt a defensive-reader posture and treat all profiles of Obama’s new team as guilty until proven innocent. If you encounter emollient rhetoric in the first five paragraphs, skip the rest and move on. A beat-sweetener is a meal prepared for someone other than yourself, and there’s no reason you should waste precious time ingesting it.

This is why even the teams behind candidates for the leadership of opposition parties get enthusiastic write ups. They may just turn out to be the people the journalist wants to take his calls for years to come.