The knack How to kiss and tell, by Max Clifford
Saturday 20 March 1999
If you decide to go ahead, contact the paper and pitch the story. Remember that you're not dealing with people who've got your interests at heart so make sure you get a written agreement that they won't publish until a financial agreement and contract have been made. It's not easy money - unless someone represents you, the chances are you'll make very little, because the papers will turn you over. It's a bit like going into a minefield - you need a mine-detector, a professional to help you (the problem is, there's only one person who people know - me - and I'm not looking for business). With a professional you get protection, maximum returns for minimum aggravation and the biggest fee. It can be hugely satisfying, it can be justice, and there can be huge sums of money to be made. Just don't go into it thinking that you will have your say and that's an end to it - that's the start of it." Interview by Fiona McClymont
Max Clifford is PR consultant to the famous and infamous
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