Thoughts from yesterday's Max Clifford talk

Yesterday afternoon, I made the trip down to my old university to attend a talk given by Max Clifford to the current crop of journalism students. Thankfully, alumni were also invited otherwise this blog post would never have happened and what a crying shame that would have been.

The talk consisted of an opening speech of around 45 minutes in which Clifford gave the spiel about how he got into PR, where he started, a large amount of amusing anecdotes about people he’s worked for and with and so on. I think his favoured line about Colonel Sanders, chickens and trust issues got an airing at this point. This was followed by a Q&A session that lasted around 45 minutes that consisted largely of either questions about his clients or slightly harder questions about the nature of his work and influence on the press.

First things first, I cannot praise the man enough to taking time out of what I imagine is a very busy schedule to speak to a group of students (the evidence that he has a very busy schedule was clear by the fact he was on his mobile straight after leaving the room). Furthermore, as well as speech and Q&A, he stuck around to answer individual questions afterwards for an extended period of time. Give that man some more praise.

Secondly, like all self-made men (women to but “self-made people” doesn’t have the same slight alliteration to it that I so thoroughly get a kick off of), I have nothing but an inordinate amount of respect for him; he recognised himself that there was an element of ‘right place, right time’ about parts of his career but you have to be there and ready to take advantage of those times and, if you can do that, you have every right to do whatever you like when you’ve made it.

Thirdly, parts of his speech, his anecdotes and his answers to questions from the floor were interesting, intriguing, appalling (with regard to taste) and entertaining. The way he runs his business was revealing, his stories about some of his clients (kept anonymous largely) were very amusing and his views on the Leveson inquiry, phone-hacking and the effect of a famous footballer’s retirement and the stories about his sexuality that may come out then and how that will effect homophobia in the sport were all very libellous but all very interesting.

However, despite all this, throughout the 90-minutes or so, one could not help but think it was something of a performance designed to dazzle and leave you a bit star-struck. Naturally, as a PR man, he has the instinct, skills and experience to suppress information that he wants to suppress leaving you wanting a little bit more.

When questions from the floor came about the nature of the celebrity/media nexus and how the press can be free and fair given the influence of people like himself, he had a habit of side-stepping the issue, throwing in an anecdote and moving on. His skill at this has been honed on more difficult opponents than student journalists, as can be seen in the Louis Theroux documentary on him. He always seemed one step ahead of the game and able to give you a glimpse of some genuinely shocking information but yanking it away from your grasp. As you’d expect from someone in his ‘racket’ of course.

In a Q&A session it’s a lot easier to do this as there is the lurking sense not to dwell on a point as a questioner and engage in a debate as other audience members would also like to participate and time is limited.

As a journalist, he would be an absolute dream to interview as he has some very forthright views on issues (such as News International, phone hacking and Leveson) and the benefit of a one-on-one session would be advantageous to get more telling answers than he seemed to give yesterday by placing more pressure .

However, the likelihood of myself ever getting into that kind of situation is probably rather slim so yesterday was a much appreciated insight.

All in all, I did not know what to expect of Clifford before the talk. On reflection, I found him engaging, funny, interesting, a little pervy old man-ish, generous with his time, a master of the PR art and equally adept at leaving you wanting that little bit more. Oh to be able to open up his head and have a root around inside.