David Cameron has taken to Twitter to disclose what happened when he met with newspaper editors in Downing Street to discuss the Leveson report.
Careful not to be scooped by any of the media stalwarts in the meeting, the PM wrote on the micro-blogging network: "I've just spoken to newspaper editors in No. 10 - telling them they need to set up an independent regulator urgently."
The Prime Minister was taking part in a summit of senior industry figures at Number 10 to hear proposals for a new regime not backed by law.
Maria Miller, the culture secretary, has made clear that the option of legislation called for by the Leveson Report remains an option if progress cannot be made.
Speaking after taking part in the high-level meeting, Cameron said he had made clear that "the clock is ticking" for the industry to agree action.
"They have got to do it in a way that absolutely meets the requirement of Lord Justice Leveson's report," he said.
Cameron was meeting newspaper editors in Downing Street
"That means million-pound fines, proper investigation of complaints, prominent apologies, a tough independent regulatory system.
"And they know, because I told them, the clock is ticking for this to be sorted out."
The Prime Minister has expressed "serious concerns and misgivings" about resorting to any form of statutory underpinning for press regulation.
But with Labour and the Liberal Democrats united in favour, his own backbenches split and phone-hacking victims leading a campaign for full implementation, he is under huge pressure.
An online petition launched by campaign group Hacked Off has so far attracted more than 135,000 signatures in favour of statutory underpinning.
Miller told MPs last night that change has to happen either "with the support of the press or - if we are given no option - without it".
Action "would include legislation" if industry proposals fall short of Leveson's principles, she said, warning against a "puppet show with the same people pulling the same strings".