SENIOR Gillard government ministers are "sooks" waging an unsustainable and petty war against the media, experienced political strategists said.

Upset with unfavourable coverage of the $308 million set-top box program, Communications Minister Stephen Conroy took the unprecedented step of undermining journalists who work at The Daily Telegraph by threatening to publish communications between them and his office.

Journalists at The Australian were also targeted, and on three separate occasions this week Senator Conroy's media adviser Lyall Johnson sent to all media press releases containing detailed answers to questions generated exclusively by The Australian.

Mr Johnson then said it was a media strategy he would adopt with The Daily Telegraph as well.

A spokesman for Prime Minister Julia Gillard said the strategy applied only to The Daily Telegraph and The Australian. Political commentator and former John Howard chief of staff Grahame Morris said that the move was a "vindictive and stupid way" to treat the media.

"It shows that some kid has been put in charge of the government's communication strategy," he said.

"Maybe it's time that some of the senior staff said to the ministers, 'Stop being sooks and welcome to politics'."

Labor strategist Bruce Hawker said he didn't believe Senator Conroy's strategy was sustainable.

The Daily Telegraph editor Paul Whittaker said the newspaper would not be deterred from shining a light on government waste.

"We will relentlessly pursue the interests of the people of NSW, regardless of the political persuasion of the day," he said.

"This level of media management would make Joseph Stalin proud - next they'll drag editors off to the gulag."

Originally published as The press feels ire of Labor 'sooks'