A dash of PR and a sprinkling of spin: How to avoid a recipe for disaster

Among all the heavy grilling from Paxman and the dodging of expenses-related fire from The Telegraph, MPs also get asked a lot of Smash Hits-style questions in the course of their media work: what's on your iPod?; if you were a biscuit, which biscuit would you be? etc. etc.

But at such times honesty tends to be muted in much the same way as it is for supposedly tougher questioning, such is the fear of faux pas and such is the perceived opportunity to court favour with the public.

Did anybody really believe David Cameron rushed to fill his iPod with the likes of Blur, Pulp, Radiohead and The Smiths; as if owning Now That's What I Call Right-On Socialist Anthems 10 would prove there are hidden depths to this Eton-schooled Tory boy?

This was seen again today with an article in The Telegraph (right) which was very neatly illustrative of the differences between Brown and Cameron's PR offensive, with a little bit of Blair thrown in for nostalgic good measure.

The challenge here is threefold. Challenge One: Pick a meal that is ethical, hearty and uncontroversial. Challenge Two: Pick a guest who will reflect well on the host. Challenge Three: Ensure guest and meal are well suited.

Obviously without the subtle hand of PR all three would have been intelligent enough to pick their way around the obvious pitfalls of challenge one such as serving bushmeat to Diane Fossey, challenge two; inviting Robert Mugabe to break bread and challenge three, serving veal to Linda McCartney.

But beyond that it is clear differing levels of thought went into this.

Brown fell into the obvious trap of being decisive and honest and actually picking somebody he would like to have met and who he doubtless admires for religious conviction more than athletic achievement. But picking a fellow Scottish Presbyterian could be alienating in the court of public opinion. Beef is a safe option though, especially if it's locally-sourced Angus beef, which I'm sure goes without saying. Overall, it makes me think Brown picked this himself and had no idea this was an opportunity to score PR points.

Blair fell into two obvious traps, firstly serving up poncy Islington fare (what no Balsamic Tony?). Secondly he went way too obvious with his 'hero'. Overall, his choice is dripping with smug self-satisfaction and forced worthiness. Furthermore, I suspect Gandhi would actually have had something of an issue with Blair's invite, given the contrary views the two men held on the killing of innocent Asians by occupying British forces. Blair no doubt believes Gandhi would have liked to to meet him though, which makes me think Blair also picked this himself.

Cameron meanwhile, I am convinced, outsourced his decision-making or at least consulted heavily with a team of PR advisers before committing an answer. After thinking about constituency lollipop ladies and battle of Britain fighter pilots, his team opted for serving honest hearty, traditional British fare to a more contemporary war hero. Left to his own devices Cameron may well have chosen lashings of scram with Lord Snooty from The Beano but the obvious insincerity of his choice, and his tendency to try far too hard, leave a very over-seasoned taste in the mouth.

The choices speak volumes about the men's character (...or at least the latter's tendency to outsource his) and the degree to which they are aware every question asked presents a PR opportunity.