The 5-Minute Interview: Max Clifford, PR guru

'I'm one of those infuriating types who think they always know best'
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The Independent Online

Max Clifford, 64, considered to be the UK's most influential PR practitioner, will speak at Campaign's Middle East Conference 2006 on 27 November at the Dubai International Convention Centre

If I weren't talking to you right now I'd be ...

Talking to Simon Cowell about a new series of American Pop Idol or co-ordinating those who want to give millions of pounds to Farepak victims.You name it, if it's happening it happens here.

I wish people would take more notice of...

The good things. We are a very self-critical, destructive nation. There are lots of lovely Muslims living with Christians and they are happy but you never hear about that. There are many reasons to be proud to be British.

The most surprising thing that happened to me was ...

Finding myself in the position I am in. I make a bloody fortune but I'm able to put a lot back.

A common misperception of me is....

That I am extremely hard and not the kind of person you want to make an enemy of. I'm competitive in everything I do but it's not the same as being hard.

I am not a politician but ...

I'm in a fortunate position of being able to make things happen.

I'm good at...

Making dreams come true.

I'm very bad at...

Patience. I'm one of those infuriating types who think they always know best. I've got no time for egos. I don't suffer fools lightly.

The ideal night out is ...

Good company, good food, but most of all laughter.

You know me as a PR guru but in truer life I'd have been a...

The same. This comes so naturally to me.

In a nutshell, my philosophy is this:

"Got a lot out and put an awful lot back"- that would be my epitaph.

Sara Newman

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