Max Clifford, addressing a seminar at this year's PR Showcase, told visitors one of his greatest pleasures came from 'lying to journalists'.
The UK's most high-profile PR man dismissed suggestions that as a senior industry figure he had a responsibility to set an example to younger PROs on the importance of telling the truth. 'Anyone who says that must know nothing about PR,' he claimed.
Launching an attack on industry figures whom he described as hypocrites, Clifford said: 'Most in the PR industry lie through their teeth but don't admit it.'
