Max Clifford, mostly known as a PR guru, however has been called other things. His cliental vary a lot from highly paid celebrities to 'regular' people, of course if they can afford paying him (min £10,000). I got to observe this special person live in a debate hosted by the University of Westminster and organised by Trevor Morris. Max Clifford definitely lived up to his reputation and my perception of him, when he answered two phone calls while being on the stage; one of the calls was supposedly from Simon Cowell. After the debate someone asked if there is morality and respect in PR, when you answer a phone in a middle of a debate on stage inform of about 100 people. Max Clifford answer was: “I get paid a lot to answer the phone, and I don’t get paid to be here. It’s business.” And again his reputation supported my view on this man. The reason I’m writing about Max Clifford is because people see PR being equalled Max Clifford. I don’t agree. I’ve been reading on ethics in public relations for some time now for my dissertation. And many scholars write about that PR is perceived unethical and we need to change the way people perceive us. But how can we, when the most seen and celebrity popular PR practitioner is Max Clifford? Of course the rest of us will be perceived the same way as his practice as the general public doesn’t hear about other practitioners.
Why do we hear ‘it was PR’ when it is in correlation with spin and unethical practice or covering up crises? I guess that will always be our cross to bear if we want to be in the PR industry.
Despite the reputation Max Clifford has earned him self, you have to give him credit for his success. If I ever became famous and needed someone to cover up my adultery and deepest secrets, he would be the first I would call.