On-the-record televised briefings by departmental spokespeople would give sector experts a chance to engage in public debate, in a way hitherto reserved for senior advisers in Downing Street.
The US system provides a model. Its televised briefings give credibility to all parties: what journalists write will be believed more, which serves the needs of government PROs with messages to communicate. Since it also clears up the issue of who is speaking and with what authority, it means consumers are able better to understand the process that is being reported on or spun. That has to be in the public interest.