Charles Moore Charles Moore

Justin Welby could teach David Cameron a thing or two about PR

I don’t think there is a Royal College of Public Relations, but if there were, it should teach a course based on a comparison between two stories last week. One concerned the Prime Minister and the other the Archbishop of Canterbury. Both arose from the paternity of the principals and, in both cases, the principals had not done anything wrong. Yet there the similarities end.

David Cameron, and those working for him, spent the best part of a week fending off and then changing a story they found embarrassing. Justin Welby, and his much smaller staff, confirmed the truth of a potentially much more painful story in one go, bravely and clearly. Mr Cameron emerged from fundamentally minor questions about what money his father might have passed him (and by what means) with what looked like — though it isn’t — a stain on his character.

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