David Cameron attempts to appear 'honest and tough' on eurozone crisis

David Cameron's positioning on Europe is an attempt to portray himself as a strong leader and bring him closer to Angela Merkel, comms experts have said.

David Cameron: attempts to appear 'tough' on eurozone crisis
David Cameron: attempts to appear 'tough' on eurozone crisis

This week the Prime Minister stayed firm following controversy over his warning in Wednesday’s PMQs that the eurozone 'either has to make up or it is looking at a potential break-up'.

After critics took the PM to task over his 'speculation' over the issue, Cameron yesterday said that it was ‘more dangerous to stay silent than to speak out’.

Connect Communications CEO Gill Morris saw Cameron’s PMQs statement as a way of re-forging his image after a tumultuous few months.

‘It’s been a very difficult time and he has been more exposed recently. He has been looking slightly lacking in leadership but this is an attempt to shift the mood music a little bit.’

The Government has recently been rocked by a number of reputational blows, including revelations at the Leveson Inquiry and a comms debacle around the Budget.

Cameron was attempting to look ‘honest and tough’ through such statements, Morris said, adding that such words could be a way of positioning himself closer to German chancellor Angela Merkel.

Commentators have seen the victory of Francois Hollande over Nicolas Sarkozy in the French elections as a blow to Merkel’s tough stance on spending.

Last night the Conservative leader spoke to Merkel, Hollande and Italian prime minister Mario Monti in a video call.

 ‘In terms of where Britain is positioned in Europe it’s a necessary tactic – Cameron was looking isolated when it was the love-in between Sarkozy an Merkel, and she now needs someone sensible and strong to support her,’ Morris added.

Despite the coalition’s recent troubles, Kevin Bell, chairman of Maitland Political, called Cameron ‘one of the best communicators’ in politics today.

Bell saw the Prime Minister’s stance as the right one to take, adding it was consistent with his recent warning that the euro crisis was far from over.

‘I think if he has concerns about it he should be as honest and frank as he possibly can. People like to hear good news but if it’s going to be bad news if they’re told they can manage it a bit easier. People don’t like politicians hedging their bets - they like to see strong leaders in a time of crisis.’

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