Sir Keir Starmer's top Whitehall communications adviser is set to brief the cabinet on a major overhaul of the government's media strategy this Tuesday. The move comes as ministers intensify efforts to counter the spread of false and inflammatory far-right rhetoric on social media platforms.
New Media Unit Leads Digital Push
David Dinsmore, the former editor of the Sun newspaper who was appointed Permanent Secretary for Government Communications in November, will lead the discussion on modernising how the government connects with voters. A New Media Unit (NMU), established inside the Cabinet Office shortly after Labour's election victory, is coordinating this work.
On the ministerial side, the drive is being led by Darren Jones, the Chief Secretary to the Prime Minister. In September, Starmer tasked Jones specifically with developing and modernising the government's communications. Jones has instructed officials to provide him with a weekly summary of the five news stories that reach the most users on Facebook, Instagram, TikTok, YouTube, and X (formerly Twitter).
One source revealed that, nestled among stories about Taylor Swift and football, far-right political content features in this top-five list "most weeks". This persistent presence has galvanised the government's focus.
Scaling Up In-House Digital Capabilities
Ministers are now exploring a range of changes designed to reach audiences who do not engage with traditional media outlets. The goal is to raise awareness of public services and entitlements through more direct digital channels. A government source stated the ambition is "to scale up digital capabilities of the government with the recognition that that involves more in-house capacity".
The NMU's approach has already involved partnering with social media influencers, granting content creators regular access to press conferences and ministerial visits. In a personal move, Starmer joined TikTok last week, posting a video of himself and his wife Victoria switching on the Downing Street Christmas lights.
Overhauling a Vast Communications Service
This modernisation drive is expected to necessitate reforms within the Government Communications Service (GCS), which is headquartered in the Cabinet Office. The scale of the GCS, which employs approximately 7,000 officials, has surprised some ministers. Darren Jones was reported by Politico as telling a Labour fundraising event in October that he had "no idea what they do".
David Dinsmore was recruited after impressing Starmer with his grasp of modern communication challenges during the interview process. He joined the civil service from News UK, the parent company of the Sun, and holds a senior civil service role, not a political appointment. His position as Permanent Secretary for Communications is a new one, created following Starmer's expressed concerns last year about the effectiveness of government messaging.
The urgency of this work is underscored by recent findings. The Guardian reported last week that YouTube channels spreading fake, anti-Labour videos had amassed 5.3 million subscribers and nearly 1.2 billion views this year alone. A study by Reset Tech identified over 150 channels promoting anti-Labour narratives and making fabricated, inflammatory accusations about Starmer.
Concurrently, the Labour Party is boosting its own digital campaigning. Last month, Starmer emailed the Parliamentary Labour Party to announce a "significant investment" in a new, comprehensive training programme for MPs, funded by the party.
