PR PERSPECTIVES : Max Clifford

March 30, 2010 2 notes

Max Clifford - PR Idol?

Max Clifford is probably one of the first faces that spring to mind when you think of public relations. He is often referred to as a PR Guru and seems to be an incredibly influential figure in the public relations industry.

Max Clifford’s success, reputation and constant media coverage ensures that he stays at the forefronts of people’s minds when they think of public relations; whether this is a good thing or bad thing is heavily debated.

Before undertaking my PR Masters at Westminster University, I often thought the whole PR world much like how Mr Clifford portrays it, but the more I learned the more I discovered that this is somewhat of a distorted view.

Max Clifford is usually the centre of a controversy even if it is not that obvious at first glance. Any high profile individual that has recently been involved in some sort of scandal or news story, Max Clifford is likely to be behind it, an example of late would be the Jade Goody cancer battle.

He is renowned for underhand tactics and ‘playing dirty’. Is this the figure we want to represent our industry? Perhaps he and others like him are often the root cause for the industries tarnished reputation of being one which is consumed with unethical dealings.

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When reading up on Mr Clifford and whilst watching the documentary in last week’s class that Louis Theroux made about him, it struck me just how little of the industry he actually represents, but yet what a massive hold he possesses over the profession. It was quite shocking to see just how much power he has over journalists in getting them to write exactly what he wants. From a PR perspective, this is, I guess, what most people in the industry would love to achieve but it has to be said that it is alarming. The way in which he gets the coverage from journalists is questionable.

As a prospective PR professional myself, I recognise that it is my job to get as much positive coverage for my client as possible but at the same time I want this coverage to be impartial and informative; not a completely distorted or over-exaggerated account. Of course press releases should be eye-catching and interesting but it is imperative for the industry that they still retain the truth and reflect news not fantasy.

In Clifford’s own words: “Most journalists would sell their own mothers for a great story, but sometimes you’re able to make them an offer that they think they shouldn’t refuse. I’ll find them a job or I’ll come up with something that means they won’t lose their job.” - The Guardian 2009

Is this really the way in which we want our industry to be viewed or the types of people to be associated with? Should regulatory bodies be playing a more active role in policing this kind of underhand activity? I think so! Bodies such as the CIPR really need to step up and regulate. We all know that the public relations industry is fighting for its right to be considered a profession but for as long as practices such as dodgy dealings, poor ethical standards and general distaste continue it will never reach this status. These are not the qualities that should be associated with any profession, yet I think it is often the characteristics which first come to mind when describing PR. It’s a shame, considering that most who take the time and effort to study the industry and then go on to build their careers in PR are tarnished with the same brush.

Despite the lies Clifford might tell on behalf of his clients, it is true that from “the early Beatles to the tragic late pairing of Goody and Alfie, Clifford has had an extraordinary career. His ego is clearly massive, his will to win not is just confined to the tennis court, and his belief that he can manipulate we unswerving servants of the truth is disturbing.” – The Guardian, ‘The Circus Master’, 21^st Feb 2009.

News Headlines However, there are certain boundaries that a professional should never cross. Ethical awareness amongst the industries professionals should be a priority. Turning down business on this basis is not something that should be looked down upon, instead it will the one thing that will save the industry. However perhaps as a student of PR rather than a professional within the industry my view might be considered naive. I guess only time will tell.