Tensions over the Labour Party's new media strategy spilled out into the open this week as top Labour bloggers questioned whether the party's internet offensive was moving in the right direction.
A number of Labour new media experts told PRWeek that there needed to be a greater focus on reaching out to people beyond the Westminster village.
It follows numerous spats between LabourList editor Derek Draper and right-wing bloggers such as Iain Dale and Guido Fawkes.
The LabourList website is the most prominent - although not the only - aspect of Labour's new media strategy to emerge so far. Labour insiders commended Draper for securing 'buy-in' from senior party figures (see below). But they also suggested he had placed too much emphasis on dealing with fellow politicos.
Alex Hilton, co-founder of the LabourHome blog and PRWeek columnist, said: 'Political blogs are not the answer. We will have been successful when we get Andy Burnham commenting on knitting blogs, which have far more readers than political blogs. Go to where the people are, do not try to get the people where you are. But Derek does not yet understand that.'
Jag Singh, fellow co-founder of LabourHome and one of the few UK players with deep experience of working on US campaigns, said: 'We are making great strides, but I think we have work to do before we get close to the Holy Grail - where we humanise Labour's brand and engage on a meaningful level. The best delivery has been by John Prescott's GoFourth project. It is authentic, funny, and engages with both Labour voters and on-the-fence sitters alike. Most importantly, it reaches beyond the Westminster village.'
5 - Number of parts that make up media strategy's 'stage one'
1,667 - Number of followers of Derek Draper on Twitter
12 February: Draper attacks The Guardian's David Hencke
5 February: Draper begins ongoing spat with blogger Iain Dale
29 January: Labour launches second part of the new media strategy: an Obama-style virtual phone bank
24 January: GoFourth website launched by John Prescott to campaign for fourth term
10 January: Soft launch of the first part of the new media strategy: LabourList website
5 January: Labour's five-stage new media strategy is outlined in a memo sent to Labour party general secretary Ray Collins and seen by PRWeek.