Angelo Persichilli's appointment as the director of communications for the Conservative government shows Canada's so-called ethnic media — and ethnic communities — are growing in political importance in the eyes of Prime Minister Stephen Harper, Louise Elliott reports on CBC Radio's The House.

The appointment of Persichilli, a veteran reporter and editorialist for many ethnic media outlets as well as the Toronto Star and Ottawa's Hill Times newspaper, drew fire from other constituencies in the country, most notably from Quebec, since Persichilli does not speak French.

A senior government source explained that Persichilli's appointment is a signal that the battle for immigrant votes is far from over. The Tories acknowledge they didn't win all ridings they wanted in May's general election and are working every day to boost their take in 2015.