This week the world finally cottoned on to what motivates Max
It is not the prospect of money or fame, and certainly not the
approbation of the PR community that he seeks. He does it all for
In his view, he is not simply the conduit for the avaricious to sell
their tabloid fare to the highest bidder. He is St Max, the avenging
angel of the poor and disadvantaged, hellbent on a ’personal vendetta
based on what (the Tories) have done to the NHS’. This he intends to
carry out by producing a succession of scandalous tales about Tory MPs.
His first foray, libel suits notwithstanding, was impeccably timed to
inflict maximum embarrassment on the Government.
Clifford says that ’kiss and tell’ deals constitute only a small
percentage of his work, but they are nearly 100 per cent of what he is
Needless to say, his headline grabbing antics have not exactly helped
the image of public relations - not that he cares about that. He
believes the PR industry is a hotbed of hypocrisy as well.
The elders of the PR industry are famously divided on whether it is
better to try publicly to distance him from the rest of the industry, or
to keep their heads down.
By revealing his personal crusade, he has perhaps done them a backhanded
favour. The more he makes headlines in his own right, the more he will
be seen as a one-off - another of those idiosyncratic characters that
inhabit the fringes of British public life - and not a typical example
of the PR breed.