DIARY: The Max Factor in action as Clifford almost pips OJ at the coverage post

Max Clifford will be forced to hire his own PR representative at this rate.

Max Clifford will be forced to hire his own PR representative at this


The silver-haired PR man has been stealing more of the spotlight from

his clients recently, even OJ Simpson.

Clifford-mania began last week when the Evening Standard launched a

scathing attack on his publicity campaign to keep South African ‘tug-of-

love’ boy Sifiso Mahlangu in Britain. The newspaper hinted that Clifford

had concocted two different letters from Sifiso to the Queen begging her

to let him stay with his white foster mother and sent them to the Sunday

Express and Daily Telegraph.

Clifford - unfazed by accusations of letter tampering - offered me this


‘I supplied the words and I presume they got their own ten-year-olds to

write them,’ he said, adding that the real letter was already winging

its way to Her Majesty, preventing its publication.

Meanwhile, the Telegraph was confident it had printed the genuine

article and hinted that the real culprits were the Sunday Express ‘as

they had published a different letter from everyone else’.

The Sunday Express confessed it had indeed used Clifford’s account of

the letter and got a child of the same age to reproduce it.

Clifford is now challenging OJ Simpson for media coverage culminating in

a double-page spread in the Media Guardian which dedicates half a page

to ‘The Max Factor’.

It surely can’t be long before Clifford will need a PR agency to handle

his own profile - perhaps old adversary Quentin Bell might fit the


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