This article analyzes the influence of the media on the central Norwegian immigration administration. Through behind-the-scenes ethnographic methods, it explores how key bureaucratic values such as impartiality, neutrality and loyalty are challenged and modified by the impact of the news media. A key question is to what extent this process of mediatization overlaps with a more general trend of politicization of the civil service. The article first documents that media pressure generates comprehensive strategies aimed at servicing the press, but also different types of information control and internal steering. Second, it describes how media management has become an important concern within public administration, which identifies strongly with the bureaucratic system and its values, and protects and defends it in the media. The article introduces the term ‘administrative loyalty’ to describe these practices and standards that go beyond the imperative to loyally serve the media-related needs of political superiors.