Max Clifford is the media guru everyone calls when they want to know about a celebrity story or a celebrity’s relationship with the media. From a junior member of the press department at EMI, he has become one of the most influential figures in today’s society and a household name. What is less known is the other side to Max: the stories he keeps out of the papers; his stand against corruption; his mischievous sense of humour; his dedication to helping people from all walks of life; his love for his wife of nearly forty years who tragically died of cancer; and his devotion to his daughter Louise who, at six, was diagnosed with juvenile rheumatoid arthritis and is permanently disabled. This is an essential memoir for those interested in both PR and celebrity.