A press secretary or press officer is a senior advisor who provides advice on how to deal with the news media and , using news management techniques , helps his or her employer to maintain a positive public image and avoid negative media coverage . The White House Press Secretary is a senior White House official whose primary responsibility is to act as spokesperson for the executive branch of the United States government administration , especially with regard to the President , senior executives , and policies .
The White House Press Secretary is a junior official.