Brown resorts to working the phones

Gordon Brown, whose personal popularity is now the same as former Tory PM John Major's at its lowest point, has taken the drastic step of cold-calling voters who have written to him at Downing Street. According to PR Week, the Prime Minister is calling as many as a dozen people a week.

One poor man was telephoned at six in the morning (thankfully he works on the morning shift and was awake) ­ in an attempt to fulfil the PM's pledge to listen to the public's concerns.

It sounds terrifying. A Number Ten switchboard operator places the call, says they have the Prime Minister on the phone and after the shocked listener has composed themselves, the PM will be on the line. "It's Gordon Brown here," he will say. "I was interested in your letter/e-mail..." and a conversation, often of several minutes, will ensue.

The idea is believed to have been dreamt up his new strategy guru, Stephen Carter, the former chief executive of Ofcom, who is trying to show a more human side to the Prime Minister.

"He will often see personal things in these letters and just ask to make a call," said a senior aide. "The response of most people when told that the Prime Minister is on the phone is, 'You've got to be kidding.'"