The Engage programme and the Government Communication Network in the UK, 2006–2010

The Engage programme was launched in April 2006 by the Government Communication Network (GCN) in the UK. As a civil service body supporting those in government working as press officers and in marketing roles, the GCN under the New Labour government in the period 2006–2010 was involved with the extension of the logic of marketisation to government communication. This article charts this process by examining key government policy documents from this period. The rationale for Engage rested on the assumption that government in the UK needed to adapt its communication approach to reach what were perceived as individualised consumers in society. The extension of the logic of marketisation to government communication that happened under Engage is shown to be consistent with the New Public Management approach to public services under New Labour.