Scientists in Europe have an image problem. They’re seen as dowdy, insular, and too clever by half. And when they speak, a torrent of jargon pours forth. Would an image consultant help? Who better to ask than Max Clifford, one of the world’s top PR advisers. With a client list that includes Mel Gibson, Marlon Brando, disgraced cricketer Hansie Cronje, and O. J. Simpson, Clifford knows a thing or two about good publicity. But would he do it? Eugenie Samuel asked him if he’d consider having a scientist on his books.
If you saw a scientist on television or in…
