Madeleine's parents have been doing a host of media appearances this morning to promote a new video message aimed at reaching a key witness in Madeleine's disappearance.
The video was produced by the Child Exploitation and Online Protection (CEOP) Centre.
The couple have already done interviews on GMTV, BBC Breakfast and are set to appear on This Morning, BBC World, Radio 5 Live and Sky News. They are also going to do a round of interviews with Portuguese media who have been invited over to the UK to meet the couple.
The national media was briefed yesterday by the CEOP's press team and the story has appeared on the front page of today's Daily Mirror and The Sun.
Speaking to PRWeek, Mitchell, who has been working with the family since 2007, said the media blitz was vital to get awareness and promote the new video.
‘We need to get the video out as widely as possible,' said Mitchell. ‘We need the mainstream media to push people online to view the video.'
The video, produced by police, has new images of how the girl might look now, which they hope will prick the conscience of someone close to Madeleine's abductor. Psychologists have been used to help persuade them to ‘do the right thing'.
Police hope people will spread the new film via blogs, e-mail and social networking sites such as Facebook and Twitter.
Madeleine, of Rothley, Leicestershire, was three when she vanished from an Algarve holiday flat on 3 May 2007.
Watch the new viral video from Madeleine McCann's family