I wasn’t allowed to help McClaren, says spin guru

PUBLICIST Max Clifford has reiterated his disappointment that he had to end his association with England manager Steve McClaren because “I was not doing anything”.

While Clifford accepted McClaren was in the results business, he insisted there was a case for using his knowledge to ease the pressure of the media spotlight.

“Winning is the most important point of his role as England manager and what he is judged on, but there are other aspects of this,” said Clifford, who had assisted former FA secretary Faria Alam after she hit the headlines following affairs with ex-England manager Sven-Goran Eriksson and former FA chief executive Mark Palios.

“There have been several stories which were going to be run by national newspapers over the last two or three months, which I have stopped, and which would have been very unpleasant reading for Steve and his family.

“That is the kind of thing I have been doing.”

Clifford is disappointed the way his relationship with McClaren and his advisors was allowed to break down.

“It was a four-year relationship arranged by his management company, Key Sports, but the only reason I walked because I was not doing anything.... because I was not being allowed to do anything,” Clifford revealed.

“I told him: ‘The British media is not easy, and you are in a job now second only to the Prime Minister in terms of media coverage, therefore if I am going to help you, we need to have a close working relationship.’

“All of which was understood and agreed. We have not had a close working relationship, so I am wasting my time and his money.”