No guru, no Clifford, no teacher

Is it one of the conditions of his speaking to the press for Max Clifford to be continually labelled a PR guru? This article on the BBC website by Ian Wilkerson is a classic example of a very tiresome genre. What is so remarkable about the world of public relations that its practioners need to be accorded the status of spiritual guides? Would a simple 'adviser' or 'consultant' not suffice? Do I go around calling myself a paper maven? No, I do not!