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Unvarnished and strategic: Tony Abbott with US President Barack Obama. Photo: Andrew Meares

Prime Minister Tony Abbott has appointed a new personal photographer, part of a growing trend among Australia's politicians to exert greater control over their image.

Mike Baird and his wife Kerryn in the shot arranged by Tony Story. Photo: Twitter

News Corp photographer Brad Hunter will join Mr Abbott's media staff later this month, raising concerns that news photographers will gain less direct access to the prime minister.

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Although it has long been a fixture in US politics, Mr Abbott broke new ground when he employed a former press gallery cameraman to his staff after the election, a move that frustrated television crews who found themselves forced to rely on footage provided by Mr Abbott's press office.

It was not uncommon for the weekend television news to have only Mr Abbott's weekly video message, recorded by his staff and distributed on a Sunday, to use in bulletins.

The videos were also distributed on social media, but it is often still photography that resonates best on the medium.

NSW Premier Mike Baird, mimicking US President Barack Obama, posted abeautiful black-and-white picture of himself with his wife, Kerryn, on social media on the night of his election win last month.

What looked like an impromptu, private moment away from the hubbub of the victory party was actually arranged by his digital media specialist, Tony Story, and came with a carefully crafted message: "Thank you NSW. I love this state. We will work for you, every day, for the next 4 years."

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Picture this: Why image is everything for our politicians