Government is not about press stories it is about running things
The long running kerfuffle about "spin" has really ignored the fact that the government have got worse at governing and have moved more towards worrying about the next headline.
Hence we have the mess over the military selling their stories. We have to operate according to system of rules. Either the military generally can, or the military generally cannot.
Driving a coach and horses through the rules so that actually the military will have some difficulty enforcing the rules was done by the government because the priority of the next media headline was more important than thinking carefully about what the policy should be.
What this also means is that things that do not create media headlines (such as Modernising Medical Careers) have no real attention given to them until it is too late.