Fayed calls in Clifford to improve image

Britain's most infamous publicist, Max Clifford, has been recruited to turn around the image of Mohamed Al Fayed.

Britain's most infamous publicist, Max Clifford, has been recruited to turn around the image of Mohamed Al Fayed.

Mr Clifford confirmed yesterday he is to set up a team including Phil Hall, the former editor of the News of the World, to manage the public relations of the Harrods boss. Mr Fayed "has had a lot of problems caused by very bad advice", he said. "I'm not saying who is responsible for that but it's played a very important part".

The implication was that, with a PR supremo in place, the Egyptian tycoon can turn around his image in the British press. "Max has been angling for this for ages," said a friend, who also revealed that the deal is worth £300,000.

That will pay for the services of two hacks-turned-PR men - Mr Hall, and Alex Hitchen, a News of the World journalist, as Mr Fayed's press secretary. Mr Clifford will "oversee" the operation. The team replaces the former Sky Television presenter Laurie Mayer, who will leave his job as Mr Fayed's spokesman at the end of the month. Mr Clifford's coup was greeted in the PR business as a spectacular alliance of the Pharoah of Knightsbridge and the Sultans of Spin.

The press, even in the past few months, has made overt references to Mr Fayed's lack of grip on the truth, his overly litigious nature and his notoriously short attention span.

Mr Clifford said he would encourage Mr Fayed to move into new media, and that the team would be working on a biography. But he made no firm pledges on delivering one of Mr Fayed's deepest wishes, a UK passport. Can he do it? "Who knows?" he said. "I think he deserves it ... Watch this space."

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Recruitment Genius: Telesales Executive - OTE £25,000

£15000 - £25000 per annum: Recruitment Genius: This publishing company based i...

Ashdown Group: Content Manager - Publishing

£30000 - £35000 per annum + benefits : Ashdown Group: A highly successful, glo...

Guru Careers: Report Writer / Reporting Analyst

£25 - 30k + Benefits: Guru Careers: A Report Writer / Reporting Analyst is nee...

Guru Careers: German Speaking Account Manager / Account Executive

£24-30K + Excellent Benefits: Guru Careers: A German speaking Account Manager ...

Day In a Page

NHS struggling to monitor the safety and efficacy of its services outsourced to private providers

Who's monitoring the outsourced NHS services?

A report finds that private firms are not being properly assessed for their quality of care
Zac Goldsmith: 'I'll trigger a by-election over Heathrow'

Zac Goldsmith: 'I'll trigger a by-election over Heathrow'

The Tory MP said he did not want to stand again unless his party's manifesto ruled out a third runway. But he's doing so. Watch this space
How do Greek voters feel about Syriza's backtracking on its anti-austerity pledge?

How do Greeks feel about Syriza?

Five voters from different backgrounds tell us what they expect from Syriza's charismatic leader Alexis Tsipras
From Iraq to Libya and Syria: The wars that come back to haunt us

The wars that come back to haunt us

David Cameron should not escape blame for his role in conflicts that are still raging, argues Patrick Cockburn
Sam Baker and Lauren Laverne: Too busy to surf? Head to The Pool

Too busy to surf? Head to The Pool

A new website is trying to declutter the internet to help busy women. Holly Williams meets the founders
Heston Blumenthal to cook up a spice odyssey for British astronaut manning the International Space Station

UK's Major Tum to blast off on a spice odyssey

Nothing but the best for British astronaut as chef Heston Blumenthal cooks up his rations
John Harrison's 'longitude' clock sets new record - 300 years on

‘Longitude’ clock sets new record - 300 years on

Greenwich horologists celebrate as it keeps to within a second of real time over a 100-day test
Fears in the US of being outgunned in the vital propaganda wars by Russia, China - and even Isis - have prompted a rethink on overseas broadcasters

Let the propaganda wars begin - again

'Accurate, objective, comprehensive': that was Voice of America's creed, but now its masters want it to promote US policy, reports Rupert Cornwell
Why Japan's incredible long-distance runners will never win the London Marathon

Japan's incredible long-distance runners

Every year, Japanese long-distance runners post some of the world's fastest times – yet, come next weekend, not a single elite competitor from the country will be at the London Marathon
Why does Tom Drury remain the greatest writer you've never heard of?

Tom Drury: The quiet American

His debut was considered one of the finest novels of the past 50 years, and he is every bit the equal of his contemporaries, Jonathan Franzen, Dave Eggers and David Foster Wallace
You should judge a person by how they peel a potato

You should judge a person by how they peel a potato

Dave Hax's domestic tips are reminiscent of George Orwell's tea routine. The world might need revolution, but we like to sweat the small stuff, says DJ Taylor
Beige is back: The drab car colours of the 1970s are proving popular again

Beige to the future

Flares and flounce are back on catwalks but a revival in ’70s car paintjobs was a stack-heeled step too far – until now
Bill Granger recipes: Our chef's dishes highlight the delicate essence of fresh cheeses

Bill Granger cooks with fresh cheeses

More delicate on the palate, milder, fresh cheeses can also be kinder to the waistline
Aston Villa vs Liverpool: 'This FA Cup run has been wonderful,' says veteran Shay Given

Shay Given: 'This FA Cup run has been wonderful'

The Villa keeper has been overlooked for a long time and has unhappy memories of the national stadium – but he is savouring his chance to play at Wembley
Timeless drama of Championship race in league of its own - Michael Calvin

Michael Calvin's Last Word

Timeless drama of Championship race in league of its own