This chapter examines prime ministerial media advisers (PMMAs), everything from the institutional setting to the core of their work. The chapter revolves around the phenomenon of everyday routine among political professionals, elucidating what keeps these political staffers preoccupied. What do they do? This chapter explores this question empirically through Swedish evidence, drawing on interviews and uncovering patterns in the data. The chapter offers a practice-oriented analysis of PMMAs that emphasizes the ordinary, the habitual and regular. Through their work they matter, indeed are indispensable, and their scope for influence is extensive. They are set to remain a key group of political staffers in government. The chapter holds lessons both for academic research and practice, in the context of political management, and carries wider implications for the study of national executives, advisory systems and processes of governing.