"We helped the McCann family deal with the media storm which surrounded them on their return from Portugal in September 2007.
From scratch, we created a comprehensive media handling package within six hours which enabled us to handle 850 media calls in the first week.
By giving journalists positive stories to report, coverage turned from hostility to the McCanns to sympathy about their ordeal.
This campaign won the crisis communication category at the 2008 CIPR awards."
So, in September 2007, when the discussion was about the McCanns guilt, somebody called in the BIG Cavalry.
When you have a itch, scratch it. If you have a rash, go to a doctor. If you have a major desease, don't hold back, just pay whatever the best ask, and ask no buts about it.
I mean, when really important things are at stake, you simply cannot start counting pennies, can you?
And the image was at stake, after all.
Oh, I’m sure that THAT really helped find Maddie, as per objectives of the Fund.
Unless… why didn’t I see it immediately? They worked for free!
Thanks IRONSIDE for the link.