Modern politicians need to diversify their communication strategies to reach a wide range of citizens/electors. Communication of political programmes must be associated with the effective communication of the private sphere. However, does this rule apply to a scenario in which the political stage is not ruled by politicians? By presenting the results of a content analysis of four Italian tabloids and by relying on an interview with the communication officer of Italian former premier, this study shows how political popularization develops in the era of the technocrat. The authors claim that the search for ‘mediated intimacy’ with the citizens/electors does not exclusively represent a concern for professional politicians. The need to personify political action is not only dependent on the necessity to maximize the electoral turnout, but it also depends on the acknowledgement of the fact that any public officer cannot avoid opening the doors of his or her own private sphere.