Sam Thompson’s ‘poor me’ routine will wear thin – he’s in danger of losing sympathy after Zara split, says PR expert

SAM Thompson has the public's sympathy after his split from Zara McDermott – but he needs to be careful not to overplay the ‘poor me' routine, according to a top PR expert.

It was a Christmas to forget for Sam, 32, after Zara, 28, suddenly left him and ended their five-year romance.

Then, just days ago, it emerged that Zara has been on a romantic hotel date with One Direction star Louis Tomlinson, 33, adding to Sam's heartache.

The Made In Chelsea star has been largely dignified since the split, revealing on podcasts how he's struggled and is feeling “terrified” about where he goes from here.

But he's also taken humorous digs at the situation on social media that haven't sat well with Zara's friends, who have branded him a “loose canon”.

He now needs to start letting the past lie and focus on the future, according to Edward Coram James, a PR and crisis management expert and CEO of Go Up.

He told Flying Eze: “Sam has crafted the ultimate ‘nice guy' archetype: emotionally fluent, a modern man dismantling toxic masculinity. He's become the ‘human golden retriever' of reality TV, and post-Zara split, he's doubling down on that adored persona.

“If you’ve been following his social media, it’s pretty clear: Sam’s the resilient, heartbroken guy who’s ‘gracefully' moving on.

“The contrast between him and Zara is palpable, whether he’s trying to make a statement or not. Honestly, it’s working.”

Zara is yet to address the split beyond the initial separation and has busied herself in her TV career, filming a documentary about stalking.

She has also shared content of herself doting on her friend's daughter, modelling shoots and time abroad.

Her life looks to be a picture of sunshine and success on her Instagram grid.

Ed continued: “There’s a big risk in stretching out the poor Sam act for too long. Keep making subtle jokes, and pretty soon, it won’t be funny. It’ll just look like he’s milking the drama for attention.

“How long can you keep playing the heartbroken nice guy before people start asking if you’re stuck in the past? It’s one thing to be the nice guy, but it’s another to come across as the guy who can’t get over it.

“He has the potential to be more than just the guy who can't escape his breakup, he’s got to show he’s more than just a punchline to the Zara and Louis saga.”

Highlighting the plight of McFly‘s Danny Jones, another nice guy celebrity who's now gone from hero to villain following his drunken kiss with Maura Higgins, Ed says it doesn't always pay to be squeaky clean.

“It’s not a good look to keep putting on a show, especially when there’s so much more to his life than just this breakup drama,”; he said. “I mean, look at what’s happened to Danny Jones.

“Once the relatable, darling of the public, he leaned too hard into his nice guy persona, had a bit of a scandal and it cost him. Sam should take notes and not be so one-sided.”

Awkwardly for Sam, he's signed up to play on the same team as Louis at this year's Soccer Aid.

But Ed believes it's a golden opportunity for Sam to cement his status as a mature TV star who's above getting embroiled in petty tit-for-tat love life drama.

He said: “At the end of the day, they’re all there for the same cause — a charity match. Sam needs to put any residual tension aside and show good sportsmanship.

“Whether it’s a high-five after a good play or making sure to back Louis up if he’s in a tricky spot, Sam can show he’s mature, respectful, and focused on the bigger picture. No drama, just team spirit.”