Starmer’s communications chief to outline media strategy overhaul

Published: 16 December 2025. The English Chronicle Desk. The English Chronicle Online.

Keir Starmer’s Whitehall communications chief is set to brief the cabinet on overhauling the government’s media strategy on Tuesday, as ministers seek to counter the rise of far-right rhetoric online.

David Dinsmore, a former Sun editor appointed permanent secretary for government communications in November, will outline plans to modernise the way ministers engage with the public, with a focus on digital platforms. The government is increasingly concerned about the spread of false and inflammatory content across social media, and aims to strengthen its communications in response.

The New Media Unit (NMU), established in the Cabinet Office soon after Labour assumed power, coordinates these efforts. On the ministerial side, Darren Jones, chief secretary to the prime minister, has been tasked with modernising the government’s communications approach. Officials are now required to submit weekly summaries of the top five news stories reaching the most users across Facebook, Instagram, TikTok, YouTube, and X. Sources indicate that alongside entertainment and sports coverage, far-right content frequently appears among the top stories.

Ministers are exploring changes to reach audiences who do not consume traditional media and to increase awareness of public services and entitlements. One government source described the ambition as “to scale up digital capabilities of the government with the recognition that that involves more in-house capacity.”

Starmer himself recently joined TikTok, sharing a video with his wife, Victoria, turning on the Downing Street Christmas lights. The NMU has also collaborated with social media influencers, granting them regular access to press conferences, ministerial visits, and official trips.

Modernising communications may require reforms within the government communications service (GCS), which operates under the Cabinet Office. The GCS employs around 7,000 officials, prompting some ministers to question the efficiency of its operations. Jones acknowledged at a Labour fundraising event in October that he “had no idea what they do.”

Dinsmore, recruited from News UK, impressed Starmer with his grasp of modern communications challenges. As a senior civil servant rather than a political appointee, his role as permanent secretary for communications is newly created, reflecting Starmer’s focus on improving government messaging.

The need for reform is underscored by the scale of anti-Labour content online. A Guardian report last week highlighted that YouTube channels spreading fake or misleading videos critical of Labour had gained 5.3 million subscribers and almost 1.2 billion views this year. A Reset Tech study identified over 150 channels promoting anti-Labour narratives and false claims about Starmer, including allegations of criminality and exaggerated accounts of immigration-related events.

Labour is also increasing investment in digital campaigning. Starmer emailed MPs last month announcing a “significant investment” in a “new comprehensive training programme” to equip parliamentary representatives with the skills needed to engage effectively in an evolving digital media landscape.

As the cabinet considers these proposals, the government is seeking a balance between countering harmful misinformation and enhancing public engagement in the digital age, recognising that modern communications strategies are vital for both transparency and political messaging.