David Cameron is facing a long battle to restore his public image after links to Andy Coulson and chief executive of News International Rebekah Brooks have been made public over the past days. Mr Cameron, who hired Andy Coulson in July 2010, has been criticised from both Tory loyalists and the Labour party for that July appointment which again raises questions over the Prime Minister's judgement and the company he keeps.

The reports that former editor of the News of the World and former communications director for Mr Cameron's coalition government has been or soon will be arrested will no doubt be toxic for Cameron. Added to this his friendship with Rebekah Brooks and it is easy to see why serious questions are being asked of their Prime Minster. The problems are only just mounting for Mr Cameron and for every day Rebekah Brooks remains chief executive of News International, the greater the headache for David Cameron.

There has been no let up in the pressure on David Cameron over the past week and his slow reaction to grasp the public mood has been seized upon by Ed Miliband and the Labour Party. Ed Miliband has attacked the Prime Minster over his handling of both the phone hacking scandal as well as News International's bid to buy BskyB. Mr Miliband has claimed the Prime Minster has made a 'series of bad judgements whilst yesterday, Downing Street stressed that Mr Cameron wanted "urgent" progress on his two promised inquiries into the failure of the police to investigate phone hacking adequately, and to address the wider questions of media ethics.

Sir Gus O'Donnell, the Cabinet Secretary, will this weekend submit proposals for the terms of the inquiries. Mr Cameron will meet Ed Miliband, the Labour leader, on Wednesday for discussions, hoping to demonstrate progress on the inquiries before the Commons rises for its summer break.

Shadow home secretary Yvette Cooper called on Mr Cameron to hand over decisions about an inquiry into the allegations to another minister as No.10 was tainted by its links to Mr Coulson. Furthermore, in the Commons, Labour's Bill Esterson called on the government to publish details of meetings between Mr Cameron and Mrs Brooks.

Peter Oborne, writing yesterday for the Daily Telegraph has continued the criticism of David Cameron. He claims that Cameron's reputation could be 'permanently and irrevocably damaged.' Oborne has openly criticised the hiring of Andy Coulson claiming that the Prime Minster is now in a 'complete mess.'

The pressure will intensify on David Cameron for every day Rebekah Brooks remains in a job at News International. The two are good friends and were recently seen together at Rupert Murdcoh's summer party in London two weeks ago. It is the company that Mr Cameron keeps that is now concerning both loyalists and opponents of the Prime Minster.

For more information on the Andy Coulson arrest click here