It is better to have a leader who is good at PR to one who wears the wrong clothes when he goes to East Anglia.
We need to maintain a sense of policy seriousness.
Reminds me of my very favourite George Osborne quote:
Just creating the positive image of David Cameron as a relaxed family chap who enjoys cycling has taken months of effort. You'd be amazed how much time has to be spent on creating simple images for the media and then the voting public.