The famous Viz letter summed it up best: “If Max Clifford’s so good at public relations, how come everyone thinks he’s a cunt?”
There’s no denying he had talent and power though – and nowhere was this clearer than in his treatment of Jade Goody. Initially famous for being thick; then more famous for being racist, Max Clifford worked tirelessly to ensure that Jade managed to end her days as a beloved Princess Of Hearts/Lady Di figure.
And if you think that’s an exaggeration, you’re maybe forgetting what the final days of Jade were like.
Across the country, radio stations are furnished with special “Obit Buttons” which are illuminated to alert the presenter to the death of the monarch. In the early 2000s, the only people deemed worthy of activating this light were the Queen Mum, Queen and Prince Charles. Not even Diana got this honour.
Yet in some regional Heart radio stations the policy was changed to allow the Obit Light to flash for Jade Goody.