Top PR agencies from across the political spectrum have been heaping praise on David Cameron for his public relations tactics after a decisive response to the damaging revelations of Tory abuse of the expenses system.
Cameron took pre-emptive action to restrict the damage to the reputation of the party by calling a press conference ahead of an impending public backlash to details about Tory MP expenses claims.
He spoke out to the electorate and said that he was completely appalled by the expenses claims by certain members of his party and ordered the chief offenders to pay the money back or face losing the Conservative whip.
Peter Bingle of leading PR agency Bell Pottinger said that this was Cameron's biggest test yet and he had passed with flying colours. He had turned a potentially disastrous situation into an opportunity to show real political leadership.
Darren Murphy of APCO also praised Cameron for his quick reaction and for reflecting the public sentiment by telling taxpayers they were right to be angry and that he expected his own MPs to pay back money wrongly claimed.
By contrast Downing Street was very slow off the mark and allowed the media to concentrate on Labour's own expenses claims, drawing attention away from the misdemeanours of its political rivals.
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