A working class hero is something to be
Having worked with a host of big names, from The Beatles and Frank Sinatra to O.J. Simpson, Simon Cowell, Jade Goody and, currently, Imogen Thomas, he is one of the best-known PR men in the world, famous for breaking some of the biggest stories in newspaper history – and also for successfully suppressing ones that were ready to dominate the headlines. But behind the high level jousting with the hardened bootboys of the British media (and the decent types too), Max Clifford is a remarkeably straightforward and down to earth working class character, who – as it turns out – loves the life he lives.
Olaf Tyaransen, 15 Jun 2011
Are you humble, generally?
I think probably I am. I don’t think I’m better than anybody else, I never have. It’s not my way. People come up to you and... Fame is very nice if you control it, but if it controls you, it becomes a terrible drug, which it does to most people. They crave it. But I’ve seen it: it means nothing. If someone comes up to me, that’s okay. I’ll say ‘hello’ and have a chat because I like talking to people. And there are plusses: you can give tickets to X-Factor to sick children and stuff like that. And I do. Every day of my life. You feel like Father Christmas. People think I’m the Devil incarnate, I’m sure, but that’s if you’re a Tory and old establishment and all that, because I don’t like them. That’s the reality. I’d much rather help anybody than hurt anybody. Life’s too short, and I’m too lucky. I can’t get uptight because someone has a pop. Good luck! It’s only because they’re not as happy as I am. And that’s honestly the way I look at life.
Do you have a motto?
Just treat people as you’d like to be treated.