Mark Borkowski, head of the Borkowski PR agency, praised the way Ms Alam’s public image had been handled and the way she came across.
“The programme obviously really wanted the chance to interview her, so the situation could be managed to her advantage,” Mr Borkowski said. “Any time there was a difficult question the way she had been coached meant she could give the answer that she wanted.”
He continued: “I think there will also have been some say as to who they wanted the interviewer to be. All this meant that she came across as being intelligent and educated, not someone who clings to powerful men as a way of getting to the top.”
She came across as being quite honest – though I can imagine some people seeing her as being cold,” Ms Nicholls said.
“But she handled the situation well.” The psychologist said she did not think Ms Alam felt responsible for her affair with Eriksson, so did not have to justify it.
“Part of that is also her way of managing the situation that she has found herself in, with all the pressure that has been put on her by the media.”
Mr Borkowski also praised the way Ms Alam presented herself and the choice of setting for the interview, handled in a tough, direct style by Fiona Foster.
“She was elegant and sombre,” he said. “Her make-up was subtle and underplayed, which meant you didn’t spend your time looking at that instead of her.
“The setting was quite amazing. It was as if it was out of Hello! magazine, but again it didn’t detract from the interview itself.”