Days after the resignation of his powerful media aide Mr Alastair Campbell, the British Prime Minister Tony Blair is curbing the role of his spin doctors in an effort to win back voters' trust.
Mr Blair, under fire for his perceived obsession with media manipulation, also suggested televised, US-style media briefings to tackle a breakdown in trust between the public, politicians and journalists.
Mr Blair said he accepted recommendations of an independent review group that Mr Campbell's successor Mr David Hill be stripped of the powers which the pugnacious former tabloid journalist enjoyed, including authority to give orders to civil servants.
Mr Campbell, who worked for Mr Blair since 1994, was so influential he was known as "the real deputy prime minister".
A senior civil servant will take charge of government communications. Mr Blair's senior spokesman will report to the civil servant, rather than Mr Hill, who will oversee political aspects of Blair's media unit.
The changes announced by Mr Blair today were all put forward by a review group set up in the wake of anger caused by a government spin doctor who sent an e-mail to colleagues on September 11th, 2001, saying it was a good day "to bury bad news".
The review group highlighted a "three-way breakdown in trust" between politicians, media and public which it blamed on a "rigorous and pro-active government news management strategy" and an increasingly sceptical and confrontational media.
Accepting the group's recommendations, Mr Blair said the media must shoulder some blame. "Everyone, therefore, shares in the responsibility for improving this culture and enhancing relations to the public's benefit," he said in a statement.