Edward Heath as leader

When Heath became Prime Minister, he had a clear and detailed programme of policies for the modernization of Britain. He had already been leader of the opposition for 5 years and had been educated at state schools which juxtaposes the privileged backgrounds typically associated with Conservative leaders. His modest background contributed to his belief in the importance of social mobility and the value of opportunity for all rather than just the privileged few.

Personality

• Often perceived as rather stiff and prickly in dealing with people

• Many of his colleagues regarded him as too honest for his own good and not skilful enough in pleasing political allies

• Good at policies. not politics

Features that appealed/ didn’t appeal to the electorate

Positive: - achieved his main objective of securing British entry into the EEC

- at 49 Heath was the youngest leader of the conservative party and was seen as combative, professional and tough

- Unemployment fell as a result of Heath’s interventionist policies, standing at only 500,000 by December 1973

- Despite being a one nation conservative, his ‘Selsdon man’ image promised a new type of conservatism which would tackle inflation, increase productivity and reduce unemployment

Negative: -Heath was reserved and had a dry sense of humour that was often mistaken as pomposity

- Campbell argues that he was exceptionally unlucky in both international and domestic factors that conspired to derail his government but his own personality also played a major part in failing to persuade the electorate in 1974

- He spoke like a ‘typical tory’ and his hobbies (yachting and classical music) detached him from most of the electorate