A number of campaigners were arrested over the weekend at the Climate Camp. They were protesting against the building of a new coal-fired power station at Kingsnorth in Kent.
But Climate Camp 2008 participant Terry Graves told PRWeek: 'You constantly hear about hardcore troublemakers. We wanted to show that direct action is a proportional response to what these companies are doing.'
The team was keen to highlight the breadth of people attending the camp, including families, teachers, doctors and lawyers.
Graves added that the 'moving hearts and minds' policy of last year's camp made journalists more sympathetic this time around.
'We gained media legitimacy last year, which has really helped,' he claimed.
The full-time media team was seven-strong, with a further seven people helping out on an ad-hoc basis.
The team also provided media training to anyone at the camp who wanted to be interviewed.
The Climate Camp took place outside Kingsnorth power station from 3 to 11 August.
Plans for the new coal-fired power station have been drawn up by E.ON, which is a major client of Edelman.