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PR guru Max Clifford has told social care staff they must learn to "play the media at their own game" if they are to improve their image.

In an exclusive interview with Community Care, Clifford said it was time for staff to stop being on the defensive: "The profession needs someone to be more proactive on their behalf and get those good news stories out there."

But he acknowledged it would be an uphill struggle. "No one is fighting your corner and that must be very demoralising. I sympathise."

For the full interview, see next week's Community Care.