If you were on Twitter during the election leaders' debate you might have seen quite a lot of Conservative politicians talk about how David Cameron was "in charge".
Either all the Conservative candidates came up with this same phrasing separately or the party HQ suggested it as a line to tweet.
Journalist Paul Waugh said Conservative spin doctors were sending messages saying Cameron was "in charge" before the debate was halfway through:
All the parties, including Labour, regularly send around lines for their MPs to repeat to journalists and publish online. The idea is that this discipline means the core message reaches everyone in the country. The risk is that it looks inauthentic.
During Thursday's debate lots of Conservative MPs close to George Osborne were very keen for you to know that Cameron was "in charge".
And the Conservative press office account got stuck in.
Still, sending out the same messages for Conservative MPs to tweet has been much more blatant in the past:
Jim Waterson is a politics editor for BuzzFeed News and is based in London.
Contact Jim Waterson at firstname.lastname@example.org.
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