Reece was credited with softening the tone of Thatcher's voice and improving her stuffy dress sense, to broaden her public appeal, and he also encouraged her to adopt and embrace the title of "The Iron Lady" (first coined by the USSR) to convey the strength of her unwavering political resolve and unbending character.

He worked to soften Thatcher's public image, hiring a voice coach used by Laurence Olivier, Kate Fleming.

[1] Reece opposed a proposed television debate between Thatcher and Labour Prime Minister James Callaghan in 1979.

[4] During the 1987 election he was appointed Thatcher's adviser for television, but Reece's ability to assist was limited because of his involvement as a PR consultant for Guinness in their take-over battle with Distillers.

Unlike many of her entourage, he reportedly maintained good relations with Thatcher's successor as Prime Minister, John Major.

[4] A depiction of Reece in his role in Thatcher's campaign for Conservative Party leadership and her subsequent election as PM is made in the 2012 motion picture The Iron Lady, in which he is portrayed by Roger Allam.