Labour is setting up a new “Government Media Unit” to run communications across all departments. A new ‘Ministry of Information’ to run Starmer’s comms…
The Permanent Secretary Director for Government Communications, David Dinsmore, has just spoken internally about the sweeping changes. Summarised:
The changes are meant to land over the next year with engagement sessions taking place in the week commencing 11 May. Cabinet has signed off on the new programme. A government source also says “Dinsmore is looking after his own Government Communications Service team.” Plum jobs to hand out…
Despairing government officials have been raging at the comms operation and SpAds sometimes report difficulty getting their points across with press officers. Starmer is centralising it…
Read internal notices from Dinsmore and Gemmaine Walsh, Director General (Transformation), Government Communications, below:
Dinsmore:
“Dear colleagues,
When we spoke at the Government Communications Live Call on 2 March, 1 committed to keeping you updated on plans for modernising and transforming our profession.I know teams are working hard to adapt to the new media landscape and there are already examples of brilliant creativity, delivery and success across our profession- but we are working within a model and a system built for a different era. We all agree that needs to change.
Gem Walsh, our Director General for Gov Comms and Transformation, is visiting departments over the coming weeks to discuss plans with you in more detail. In the meantime, I wanted to share a short update for all colleagues across Gov Comms.What’s happening
Our transformation programme is built around four key pillars, which will change how we work over the next year.
First, we are setting up a new Government Media Unit (GMU) Building on the lessons and evidence from the New Media Unit, the GMU will be the government’s permanent content, publishing and distribution engine based in the central GCS. It will reach citizens directly at scale and speed through impactful paid campaigns that tell a clear, coherent government story on key priorities, and powerful content on UK government social channels. This can only succeed by working in partnership with departments and arm’s length bodies (ALBs) as the policy owners and experts.As well as building the GMU, we will collectively develop a new operating model for communications – one that empowers departmental teams to deliver, cuts out duplication, and builds capability across the system. Our initial focus will be on core departments, but we will hear inputs and ideas from across ALBs. As we design the new operating model, roles will become clearer, more focused on audiences, and ultimately more impactful than the current fragmented approach allows.
Underpinning the GMU and the new operating model will be a modern government brand that citizens can depend on and recognise instantly. This is not just about a logo, it’s how we look, sound and feel to citizens.
Finally, departmental Directors of Communication will be part of a collective leadership team led by me, creating a more connected, professionalised leadership team.
Together, these changes represent a real shift for our profession, and delivery for government and citizens. Based on every conversation I’ve had across the profession so far, it’s one I know we are ready for.Next steps
As well as Ger’s visits to departments, there will be further Live Calls over the coming months and we will share regular updates through the members section of the Gov Comms website. Your Director of Comms leaders are of course fully engaged and briefed and can field any initial questions you might have.
This is the start of something significant and exciting for our profession. I look forward to transforming government communications together.”
Walsh:
“Hi all,
We’ve been discussing together-in teams, Huddles and Share & Learns – our planning for a significant transformation programme that will fundamentally shift the way government communicates with citizens on the issues that matterToday marks an important milestone as CSPM has written to Secretaries of State confirming Cabinet support for the programme and outlining the four pillars that will change how we and departments work over the next year
1. Setting up the Government Media Unit (GMU) as the centre of excellence for citizen communications, building on the work of the NMU.
2 Developing a modern government brand that citizens can depend on and recognise instantly, moving beyond fragmented departmental identities.
3. Designing a new operating model that ensures we and comms teams across departments are set up for success.
4. Creating a more connected, professionalised leadership team across departmental Directors of Comms.Our central team is at the heart of designing and delivering this new era for government communications. I’m really grateful for all your enthusiasm, input and engagement so far with the Strategy Development Unit (SDU) across our 15 project strands, all while maintaining our core delivery.
Because this is a modular, test and learn programme, we won’t have all the answers and we will be looking to you and teams from across government for input to help us shape the future of our profession. This is a real opportunity and one that I know will deliver much needed and welcome change to the system.
The SDU will continue to share regular updates and engage with your ideas and inputs into the different projects Our next Share and Leam session will be taking place in w/c 11th May.
David will shortly be sending an email to all Gov Comms colleagues and I’ll be visiting all core departments to talk through the transformation plans and hear from them over the coming weeks.
All the best,
Gem”
Red Wall Labour backbencher Jonathan Brash told GB News that Starmer should resign:
“I’m completely fed up about it, and I think it’s got to the point now where I genuinely think that, as far as the Prime Minister is concerned, it’s not a case of if, it’s when.”