 Campbell, previously a journalist before becoming Tony Blair’s Press Secretary, was the driving force behind a government that was able to produce the message it wanted in the media.He played a key role in important decisions, with advisors viewing him as a ‘Deputy Prime Minister’ inseparable from Blair.Campbell trusted various journalists such as Tony Bevins and Denis Murry, with whom he had a close relationship, to write stories about Blair in a positive light; Campbell identifies how he was able to spin Rupert Murdoch, during a meeting in July 1995, into positively reporting an up incoming Blair speech, gathering the support from "the Sun" and "the Times", popular British newspapers.