Max Clifford - PR Guru or spin doctor?

I was reading an artcle at the weekend in the media guardian regarding Max Clifford.

When I was young(er) and considering a career in Public Relations I looked up to Max Clifford often amazed at the power he seemed to have over journalists. My interest in PR moved from my desire to be a journalist so perhaps this is why I seemed to have more interest in his activities but the more I study and the more I work and delve deeper into the world of PR I move increasingly to dislike Clifford's method of PR and question whether it is true 'PR'.

Whether I work within an agency or in-house as part of my role I strive to gain good coverage within print and online media but I don't see this as the only part of my role. I aim to publicise the brand, key messages and build relationships with key stake holders. In the interview it mentions that " Clifford once likened what he did to "playing 15 games of chess a day", and here he has a sticky position from which to try to extricate himself." Is what Clifford practises more likened to issues and crisis management rather than everyday PR? rectyfing or simple managing a situation from escalating further or even at all?

"The good thing about being in my position is that you know so many things. Sometimes a story that was so important for you to stop five years ago isn't now. It's changed. You can suddenly reveal that happened, so you, the journalist, have got a much bigger story." He even implies that occasionally the manipulation comes close to bribery. "Most journalists would sell their own mothers for a great story, but sometimes you're able to make them an offer that they think they shouldn't refuse." A leg up the career ladder, a word in the ear of a friendly editor. "I'll find them a job or I'll come up with something that means they won't lose their job." (Media Guardian 2009)

Although there have been many a time when I have been proved wrong I like to think the world of a journalist isn't so fickle. There have been discussions as to whether the CIPR should introduce codes of conduct and practise to regulate the 'goings on' in the PR world. If the above statement from Clifford is true it may not be a bad idea - allowing real media stories through rather than simply celeb spin to sell the papers.

As an individual I have nothing against Max Clifford and have a level of respect for the amount of coverage he is able to gain - it must take a certain level of expertise to ensure he is as successful as he is today but I am still loathed to call it 'PR' in my eyes it is simply the practise of a spin doctor.

I am open to discussion and debate on the topic...

To read the full article in the Media Guardia please click here.