One of the things I learnt quickly about working in PR is that most people have no clue what it involves. Some pretend they know what you do – but don’t, others simply glaze over and move on to a new subject and of the small proportion that have an idea, most reckon I’m a mini-Max Clifford.

Mr Clifford’s ubiquity of late thanks to his work with media-darling Jade Goody has no doubt ratcheted up that ignorance. His standing, success and reputation within his field ensure he remains at the centre of most people’s perceptions of PR – for better and for worse.

Reading a double-page spread feature on him in Saturday’s Guardian it struck me just how narrow a field of PR Clifford represents – indeed he was himself at pains to highlight that only 20 per cent of his work is people coming to him with stories. Notwithstanding Goody’s recent blanket media coverage, Clifford has had a key hand in the story of 13-year old Alfie Patten which has resulted in a media bun-fight over the paternity of a new-born baby.

The power Clifford wields over journalists is impressive – though concerning. While when I wear my PR hat I recognise part of my job is to secure positive coverage for clients by positioning well-written press releases, interesting stories and eye-catching photography. I also still want my media to remain as impartial as possible and inform me about news from around the world.

In Clifford’s own words: “Most journalists would sell their own mothers for a great story, but sometimes you’re able to make them an offer that they think they shouldn’t refuse.

I’ll find them a job or I’ll come up with something that means they won’t lose their job.”

Stephen Waddington among others have recently been debating about whether our industry body the Chartered Institute of Public Relations should play more of a regulatory role in enforcing a Code of Practice. Difficult though this may be I do think it’s something worth considering – particularly where such prominent members of the industry use such underhand tactics to get their own way.

We continue to be approached by companies that have been through the PR mill – despairing of the lack of accountability from agencies they have employed. Sloppiness, poor standards and dodgy dealings sadly remain commonplace within our industry. Indeed, Quest was established explicitly to avoid this type of behaviour – even when it means we turn down business that creates conflicts of interest and doesn’t meet our high standards.

No matter how keen my clients were for media coverage there are personal and corporate boundaries I would never cross. Manipulating journalists’ careers and personal lives is distinctly beyond the pale.

So, I’ll happily throw my hat into the ring for greater industry regulation – safe in the knowledge that those who damage the reputation of PR are curtailed.