Cameron speech 'choreographed to perfection', says former political editor

Michael Prescott, the former political editor of The Sunday Times and now MD of Weber Shandwick's corporate and public affairs practice, has told PRWeek that David Cameron pulled a PR blinder during his speech to the Conservative Party Conference.

'Choreographed to perfection': Cameron's speech
'Choreographed to perfection': Cameron's speech

‘The first PR man gunning for Downing Street has his communications down pat, soundbytes and all. "Tough choices", "we not me", "family, community, country",' he said.

‘Blue sky, blue tie, blue eyes - David Cameron's conference speech was choreographed to perfection, replete with him trailing the address himself via a WebCam interview played on TV bulletins all morning long. Maestro!’, he added.

Prescott said the speech was ‘textbook’ stuff, and made it easy to forget that ‘the Tories lost their instruction manual for ten years or more’. He also praised Cameron’s ability to engage the emotions, as he mentioned the loss of his son, his days and nights in NHS hospitals. He said he believed it was this emotional response that had ‘led to him being more trusted than Labour on health, an issue once regarded as Tory no-go territory.’
 
Cameron’s fate is now down to psephology and differential turnout, he said. ‘Anything less than a ten per cent lead over Labour may mean a hung Parliament. And even a small overall majority after next spring’s election means trench warfare in Parliament as those cuts are attempted,' he said.

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