The document acknowledges that the launch of a "managed migration information campaign" in July will be "denounced as 'spin' by the tabloids". It singles out Express Newspapers, owned by Richard Desmond, who recently switched allegiance from Labour to the Tories, as beyond the pale.

It therefore proposes to focus on "broadcast and regional coverage using examples of the positive contribution of migrants".

The paper talks about having "a single branded campaign" to highlight the message that migration is good and that controls do exist and can be effective. The paper gives an implied pat on the back to the BBC for its positive attitude to the subject.

Under the headlines "PR activity" and "Advocacy", the document lists strategies including:

The document maps out how the Home Office wants to use a series of announcements in the next year to convince the public that the government is acting to combat illegal immigration.

In July it will launch a "refugee integration strategy" to help people settle in Britain and publish an updated handbook, Life in the UK. In August ministers will open a new detention centre for illegal immigrants at Heathrow airport. The paper notes: "Key message: expanding detention space to increase the number of removals."

The paper warns of the risk that the government's message is "consistently undermined by a series of population and migration publications and revisions" from the Office for National Statistics and proposes "rationalising" these publications.

It acknowledges, however, that "the argument won't be won on numbers". There must be a consistent message and "our solution is to take a marketing approach".

This week, according to the paper, official figures will show the number of asylum applications is continuing to fall.

Asked how much public money the Home Office was to spend on promoting the positive aspects of its immigration and asylum policy, a spokeswoman said she could not give a specific figure: "The options are still being looked at."

The paper was written by Home Office civil servants with input from David Blunkett's special advisers — a clear indication that the home secretary is aware of the plans. It was drawn up amid the row that led to the resignation last month of Beverley Hughes, the immigration minister.