The Samantha Factor

by Graham Davies

Samantha Cameron is a superbly presented all-rounder. She is a successful businesswoman and a major contributor of time to several charities. She has gone through both the joy and sorrows of motherhood. She is the practical personification of David's compassionate words about the family.

Politically, her profile has been deliberately subterranean. However, she has certainly been a significant voice of reason in content-brainstorming meetings before her husband's most important speeches.

Her most distinctive presentational skill so far has been the knack of appearing comfortable and relaxed on camera, without ever seeming to actively seek the attention of the lens.

In fact, her Personal Political Brand is so strong because she has shrewdly not made any public pronouncements. This is one of the occasions when silence should be warmly applauded.