Not the way it should be, but how else do you explain Blair, Cameron, Clegg, and most particuarly Boris Johnson? Contrast the failures of Duncan Smith, Hague, Brown....none of whom had noticably worse policies than either their predecessors or indeed successors, but just weren't as media-friendly.
Well a lot of that can be explained in ways other than just simply "media-friendly" personalities.
For a start Blair v Brown. Brown definitely wasn't "media-friendly", and yet he did remarkably well in the 2010 general election. The party had been in power for 13 years so it was highly likely that they would lose the election anyway. The British electorate, like most in the world, gets fed up with the same party in power after a while. Add to that the fact that the economy was in a mess and it was almost a foregone conclusion.
Nevertheless the Tory lead over Labour at the general election was just 7%. Which is about the same as the Tory lead over Labour in the opinion polls during Blair's final year as leader, and before the economic crises. Why didn't Labour do worse under Brown's leadership in May 2010 ? Blair would have lost the 2010 general election anyway, without a doubt. And had Brown gone for a general election when he first became leader, then he would have very likely won.
Cameron......he failed to win a majority at the general election, a very rare occurrence for HM's Opposition. Which hardly suggests that he is hugely popular with the electorate.
Clegg.....everyone went crazy with "Cleggmania" just before the general election, and yet the LibDems only managed to poll 1% more than they had done in the previous election with Kennedy as leader, ffs. And by May 2010 both the government and HM's Opposition, had been discredited in the eyes of the electorate. The LibDems should have been raking in the votes !
Boris Johnson v Livingstone. Livingstone did relatively well in the London mayoral elections. Whilst there was a huge swing throughout the country away from Labour to the Tories on that day, the swing in London was much smaller. Livingstone vote in central London remained solid, the reason Johnson won was because the "doughnut ring" ......Bromley, Kingston, etc, came out in force as never before. In part due to a concerted and prolonged campaign by the Evening Standard.
Hague......he never stood a chance. Labour had only been in government for 4 years and the economy was booming. Plus people's memory of Tory sleaze was still fresh.
Duncan Smith.....what, the guy who famously said "do not underestimate the determination of a quiet man", when everyone was asking why the wasn't saying anything ? Oh come on, the Tories wouldn't have done any worse if they had dragged some random geezer off the street to become their leader.
Having said all that, of course personality is often put before policies by some of the electorate. But the way to deal with that is not to play along and encourage it - policies are always more important than personality. Hammer the policies, not the person.
Besides, Thatcher was never actually "media-friendly". I have known many people who didn't like her as a person but supported her policies.
Which is hardly surprising, when you consider that many on the soft left were more preoccupied in attacking her personality than her policies. Partly because of laziness, and partly because they lacked the tools, and the confidence, to effectively challenge neoliberalism ...... "nasty woman look how she doesn't care about blah, blah, blah" isn't enough.
The battle to expose Thatcher as not a very nice person was largely won, few people think she was a warm kind considerate person. But the political battle was lost. And she went on to win elections and screw ordinary working people whilst convincing them that there was no other way. What more proof than that do you need ?