Key to case lies in the local community

The second anniversary of the disappearance of Madeleine McCann is a “good chance for publicity for the campaign,” said PR guru Max Clifford.

In an exclusive interview, Max Clifford told the Algarve Resident: “The key to the Madeleine McCann case lies in the local community and, in my experience, there needs to be more cooperation with the local community for the best chance of results.”

Max Clifford could not, however, comment on the effectiveness of the PR used in the McCann campaign. “I don´t know all the ins and outs of the PR so I cannot be critical. However, it seems that they have done the best they can in the circumstances.”

He added: “The British media went a bit cold after Robert Murat won his damages but my general impression is that they have done everything they can to keep up the profile of the case.”