Mrs Blair was primarily viewed as capitalising on her privileged position, a perception reinforced by free holidays. ‘Cherie cashes in as Mrs Blair,’ sneered the Daily Mail (13 August), while The Sunday Telegraph commented: ‘The point of high office isn’t to fill your boots to bursting point, but the Blairs seem more determined than even the most plutocratic Tories to do so’ (15 August).
Others were concerned by the break with protocol: ‘It is unheard of for the wife of a sitting PM to be available for hire in this way’ (ThisisLondon, 12 August).
Support for Cherie was hard to find, even in left-leaning newspapers, which noted that for all of Cherie’s achievements, her appeal to American audiences was based on her position as Tony’s wife.
Still, while the media can cash in on Cherie and her chequered PR, she’s the one laughing all the way to the bank.
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow. www.echoresearch.com www.newsnow.co.uk