was taken by The Times correspondent as an indication that he knew the election was lost and hoped instead to regain the seat at the following general election. The Guardian's Patrick Wintour thought that one of Prior's faults was being too nice, and too rarely giving "the impression of a man willing to go for the jugular". As the campaign ended Sylvia Heal allowed herself to be "somewhat optimistic" and concentrated on appealing to their supporters against complacency. The party claimed its canvass had shown more than 50% support, and Roy Hattersley appealed for a resounding Labour victory to force changes in the poll tax. Results Shortly after voting ended, two exit polls conducted for broadcasters found that Labour was on course for victory. Harris, for ITN, gave Labour 50%, Conservatives 32% and Liberal Democrats 11%, while NOP for the BBC found Labour on 51%, the Conservatives 32% and the Liberal Democrats 10%. Labour were so confident of winning that a champagne celebration was held for the benefit of news photographers who would have deadlines long before the result was declared. It was 3:30 AM before the Returning Officer announced the actual result. Aftermath The result was reported as a "spectacular defeat" for Thatcher, and renewed speculation about whether there would be an attempt by Conservative MPs to remove her. Indeed, after her victory, Sylvia Heal declared that the "dark age of Thatcherism is drawing to a close". The result would prove to be the second of seven Conservative by-election losses in the 1987-1992 Parliament, but all would be regained by the Party in 1992. See also List of United Kingdom by-elections References External links British Parliamentary By Elections: Campaign literature from the by-election 1990 elections in the United Kingdom Borough of Stafford Politics of Lichfield Cannock Chase District 1990 in England March 1990 events in the United Kingdom By-elections to the Parliament of the United Kingdom in Staffordshire constituencies 1990s in Staffordshire