Jonty Olliff-Cooper seems to believe that A4e's problem is its image. If only people knew the company better, and understood what it does, they would see how wonderful it is. This is, essentially, the mistake made by Emma Harrison.
It's not a good idea to try to psychoanalyse someone you've never met. But it always seemed to me that Harrison's image of herself was bound up with her image of the company. "Improving people's lives" and being "passionate" about everything was how she saw herself, and A4e was supposed to reflect that. She cannot have been unaware that the reality was rather different. There was plenty of publicity over the years; the reported bad conditions in the Manchester office in 2008; the Benefit Busters programme showing bullying and time-wasting in the Hull office; the Radio 5 Live programme; and so on. But none of that altered her perception. She was the charismatic leader of a company that was doing good, and both government and the media encouraged her in that belief.
Olliff-Cooper seems to have a similar outlook. If A4e had more "exposure" people would see how valuable its work is. If critics would only talk to him, and come and see for themselves, they would stop criticising. It's not surprising, given his background in Tory politics, that he doesn't see any fundamental objections to the outsourcing business, and his job, in part, is to promote it. But he ought to realise that shedding light on the companies involved is dangerous. G4S has just lost a prison contract and has not made the shortlist for a number of others.
Over the years A4e has spent millions on marketing and PR. Was it money well spent? It won't count for anything when the performance data for the Work Programme comes out.