Mandelson's avatar to lead digital fightback

First Peter Mandelson ended his 14-year feud with Gordon Brown and joined his Cabinet. Now he has renounced his sins as a spin doctor and pronounced the death of Labour's "command and control" strategy to silence internal dissent.

Lord Mandelson, the Business Secretary, made the announcement in his first blog on a new website for Labour supporters, www.labourlist.org. It will feature a cartoon-like image of him, using his real voice.

The website is the brainchild of Derek Draper, a former aide to Lord Mandelson who is now a psychotherapist. It aims to drag Labour's communications into the "Obama era" after the incoming US President used the internet to expand his base of supporters and raise millions in campaign funds from small donors.

Although not formally part of the Labour Party machine, the cabinet ministers Andy Burnham, Yvette Cooper and Ed Miliband will chat on web forums. Seen as a counterpart to the successful Conservative.home site, it could erode Labour's traditional structures as it will be open to all, not just party members.

In his blog, Lord Mandelson says that during his days as Labour's chief spin doctor, "sometimes we were our own worst enemy". Although Labour still needs loyalty and discipline, "when it comes to new media we have to recognise that the days of command and control are over. Instead we have to embrace and engage."

Lord Mandelson and his "virtual" alter ego will formally launch the website on 12 February at a bloggers' breakfast. It went live yesterday and Mr Draper's first post attracted a wave of responses.