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In the 100 days that David Cameron has spent as Tory leader, the worst criticism he has faced is that he is just a PR man. It is, of course, Cameron's knowledge of PR that has made him so successful.
First impressions are critical and Cameron ensured these were good. He may have had an easy ride from a media keen to see a more effective Opposition, but he has achieved a lot more than Tony Blair did in his first 100 days as Labour leader.
Cameron has been upfront with his party about the changes it needs to make to become electable again. He's been a little unlucky in that - except...