Clifford’s downfall signals bright future for PR
Max Clifford may be an expert at ‘spin’ but he has never been a ‘king of PR’. In fact, he knows nothing of PR and has never practised anything that Conscious Communications would even loosely term public relations.
Max Clifford is a publicist who has made fortunes from other people’s misfortunes and we couldn’t be happier that his conviction will remove him from the fringes of our industry and mean that he can no longer taint our profession with his tatty, manipulative money-making practices.
All major industries have their high profile ‘personalities’ and ‘egos’ but few have suffered and survived the degradation of anyone like Clifford. A thorn in our side for decades, we have soldiered on, building the strength and reputation of strategic public relations practices that have delivered real and lasting impact for organisations of all shapes and sizes across the world.
The research, insight, understanding, knowledge, skill and creativity that we employ to develop and implement PR strategies, to deliver genuine and honest objectives, are qualities that Clifford knows nothing of.
Now that Clifford’s downfall is complete, neither the public relations profession, the popular media, or the unfortunate people who sold their stories through Clifford, need a replacement, and we look forward to a future for our industry where communication experts can feel proud to call themselves PR professionals again.