Dave’s still got it

If the next general election were decided on the basis of which party leader gives the best media interview, Cameron would win by a landslide.

He was under intense pressure when interviewed on the BBC yesterday by Andrew Marr, after a torrid month. He knew he’d come under merciless fire on two main fronts: the economy and the Leveson Inquiry. So how did he come out of it so well?

Success in a media interview is quite simple: it’s about delivering a clear message with warmth, passion and sincerity. Cameron instinctively recognises this. He knows that all those people watching at home will only remember a few things he says, so he makes sure that his two or three key messages, or soundbites, stand out. He answers every question put to him, then bridges to the point he wants to make. He ignores personal criticism, understanding that there is nothing to be gained through responding in kind. His body language is firm yet engaging, with faultless eye contact and strong hand movements. And if he disagrees with the assertion made by the interviewer, he does so diplomatically, sometimes humorously, but always firmly.

This was the classic defensive interview, with Cameron blocking all Marr’s shots on goal.  It was billed as the start of the Cameron fight back (and boy, does he need it!), and the evidence suggests a job well done.

Cameron is still new to the job of Prime Minister, and recent events show he has quite a lot to learn. But as a media performer, he’s already up there with Tony Blair.