This essay focuses on the portraits of four British politicians who rose to the rank of Prime Minister and distinguished themselves for the way they promoted themselves in visual propaganda. During the Second World War and in the early years of the post-war period, Winston Churchill mostly relied on posters, postcards and the press to communicate with citizens. In the 1960s and 1970s, Harold Wilson earned his place as a politician who truly understood television’s potential as a vehicle of political communication. Margaret Thatcher, who came to power in 1979, was the first political leader to entrust propaganda to professional spin doctors and adopt an American style of campaigning. The fourth figure, Tony Blair, is a pure-bred media animal who succeeded in appealing to a very wide electorate, transcending their traditional social stratifications.