A Jaded Media Observation

“Although it might be hard for some people to understand, for her what she is doing is totally consistent,” Mr. Clifford told The Times of London. “The media have exploited her and she has exploited them, and it seems to have worked very well for both of them.”

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And this about dear Max:-

Put any misgivings about Jade Goody's Barnumesque three-ring circus sideshow to one side for a moment. Instead, focus on the silver fox who has been the undisputed ringmaster of recent events in her life: Max Clifford...He is doing something more than a mere job – he is reacting to the peccadilloes of the age.

Clearly it is necessary for him to either not care about Jade or to refuse to be paid to do that job; to carry it off, he has to place himself in a zone devoid of any emotion. Max remains calm, confident and never flustered, despite the slings and arrows aimed at him. His style of delivery has been criticised, but it is deliberate, matter of fact. Max is a spokesman; he is doing a job that few can do...

...There are a number of PR people out there who need to take a clear look at Max Clifford. These are the people who decry his tactics and lampoon his deadpan manner with the press, the people rushing headlong into the digital media age without any grounding in the skills that have made him such a success: most notably the 360-degree vision that allows him to spot incoming missiles before they hit, be they aimed at him or his clients. Regardless of what anyone thinks of him, there is much that can be learned from him.

He is, first and foremost, a creation of the media and of his clients. His success in finding a continually crashing wave of "sordid human interest" stories for the tabloids has been unparalleled over the past 20 years, an age that has seen boundaries of morality and taste shift significantly.

Without the standards of modern media, he could never have been successful. Make no mistake: the floorboards of his office will creak under the weight of many more scandals for years yet.