"They were behaving exactly as I thought someone in that situation would be," he told The Times. "They had not slept. They were trying to work out what to do that might help generate images of her. They were not at all controlled. When I was with them, they were between being completely distraught and trying to do what they felt was the right thing."
Mr Woolfall is an expert in crisis PR for communications group Bell Pottinger. He was employed by the Mark Warner holiday resort in Praia da Luz where Madeleine disappeared on May 3. He helped the McCanns choose photos of the child for the media and prepare a statement appealing for help.