Compensation Lawsuit Trial McCann v
Gonçalo Amaral - Day 3 Witness No 4
The testimony as it
(19.09.2013, 15 pm)
Cláudia Nogueira, Managing Director of the
Portuguese Public Relations and Communications
Company, Plus - People Development. From
2009 to 2011 – she was the Executive Director of
the Portuguese private agency Lift Consulting,
a Company engaged by the McCanns.
Her relationship with the
couple was initially professional but with time
it became personal. She knows Gonçalo Amaral
only "publicly" (they never had personal
1) McCann family lawyer,
Isabel Duarte, is the first to question the
ID – Why did you leave
CN answers that the
media pressure was too great and that her work
in support of the McCanns was very difficult.
They were very worn down.
ID – In the course of your
profession did you have access to statistics?
CN said she had.
ID – Do you know if at least
2.2 million people watched the documentary in
CN says she doesn't
remember the exact number but she knows it was
50% of the audience share.
ID – Do you still work as a
CN says she does. She
says that people focused on this program, which
ID asks if the attention of
social communication decreased afterwards.
(note: she might have meant "care for
CN thinks there were
thousands of news items about the Amaral book
and documentary. There were about 2000 for the
book and about 1000 for the documentary.
ID – Were these news items
suggestive of any other solutions for the case?
CN No unfortunately.
It wasn't well balanced. All the focus was on
the book's conclusions.
ID – Did you try to offer a
CN – Yes, but the
social communication wasn't looking for
ID – Was the documentary
copied in English on the Web without
CN says it was.
2) Defence lawyers.
a) TVI lawyers’ questions.
TVI – Did you know that TVI
wanted also to broadcast the Channel 4
documentary (Emma Loach's one, "Madeleine was
CN says she knows.
TVI – You said the attention associated with the
book didn't diminish after the publication. Was
CN says she meant "in
Portugal". She adds the attention was focused
mainly on Gonçalo Amaral and this included the
TVI – What about the news on
the governmental support for the case?
CN – The news in
Portugal were interpretations of the various
TVI – But the facts never
CN – They should have
TVI – But there are not many
b) Valentim de Carvalho
(DVD production/distribution) lawyer's questions
VC – Before 2009, were the
McCanns clients of Lift Consulting?
CN says "no".
VC – Did they contract Lift
Consulting in order to spread their initiatives
CN says they wanted to
remind the public of the facts of the
disappearance. They were trying to counter the
propaganda and the theories that some newspapers
VC says it's the first time
he has heard such a thing.
c) Guerra & Paz's lawyer's
GP asks whether she did some
research when she started to work for the
CN says "yes".
GP here refers to the Sept
2009 Providencia Cautelar (Injunction) that led
to the ban of GA's book. She alludes to the fact
there was a need for witnesses.
GP – You spoke of over 2
million people watching the documentary
corresponding to 50% of the audience share, but
MarkTest's published share was 23%.
CN says the content of
some news was favouring definitively Gonçalo
GP – Do you have a number
concerning the news on sightings which mention
the GA's theory?
CN says they're many,
but she doesn't know how many.
GP's lawyer asks to
dictate a request. She observes the witness
indicated an approximate number for the news
reports about the book (see above, approx 2000).
The witness couldn't say how many news reports
were published in relation to sightings or leads
to the whereabouts of Madeleine or which
reported a summary of GA's thesis.
GP asks the Court to instruct
the witness to produce the documents she refers
The Judge asks CN if she has
access to these news reports.
CN responds that they
are kept at the agency (Lift Consulting). She
says she has only got a few documents with her.
The Judge asks if she will be able to get the
CN says she can.
The Judge then agrees to give
her 15 days to produce the documents.
The judge points out that the
issue under consideration is whether the
attention of the media and the public decreased
with the publication of the Amaral book. This is
a question to which the Court will have to give
an answer. Nevertheless the Judge doubts the
documents the witness has will be helpful in
this or would contribute positively in any way
to the resolution of the case. However, since
all parties agree, she agrees the request.
The Judge reminds the Court
that there are two types of news reports:
Those related to the
publication of the Amaral book.
Those related to the
sightings, etc. that also mention the Amaral
thesis of death and cover up.
The argument being that the
"sighting" part is good for the McCanns who try
to communicate positive things while the other
is counterproductive to the search.
d) Santos Oliveira (GA
SO – Was your job the
transmission of information (to the media) or
the management of the public image of your
CN says it was the
transmission of positive information about the
issues concerning Madeleine.
SO – Were all your
CN – No, some weren't.
SO – You said to dra. Isabel
Duarte that the news concerning the book wasn't
contradicted. You also said that the sightings
news had a contradictory part. How do you equate
CN says that when the
news was about the McCanns, it was always
contradicted. When it was on Gonçalo Amaral, it
SO – How did you work on the
CN says she translated
the British news in Portuguese and adapted it
for the Portuguese public and the Portuguese
culture. This was her job.
SO – Did the Amaral book not
boost the debate on the disappearance?
CN answers "no".
SO – Did you read the book
and think that whoever reads might think that GA
speaks the truth?
CN says she read the