Traditional media
Traditional media gives you access to reach potentially thousands of people across the country. Media efforts require coordination, concise messaging and new angles to tell your story.
Launching a campaign
Media campaigns can be time-consuming and draining, but they are a great way to reach new people, and they can uncover new information. Before sharing any information publicly, you must check with the officer(s) in charge of the investigation that the case has approval to be shared in the media. Ask what information can be circulated and clarify where leads or comments should be directed if they require follow-up.
If you are considering traditional media (TV, newspapers, radio), you might find these useful:
If the story of your loved one’s disappearance isn’t being picked up organically, consider asking a local PR firm or communications agency to help you pro bono. They can assist with key messages and attracting media attention.
Appoint a capable family member or close friend to be spokesperson for any potential media opportunities. It is a stressful time, but it’s crucial that your message is clear, concise, and consistent.
Keep in mind which photos you share with media. Choose clear, up-to-date images that show only the missing person and do not unintentionally reveal private details (house numbers, children, license plates, etc.).
If inaccurate reporting appears, act quickly but calmly. Contact the journalist or outlet directly, provide the correct information and request an update or correction. If necessary, ask your police media liaison or PR helper to assist with this.
To keep journalists interested after the initial buzz fades, think of a new angle and send out a new media release. Stories that pull on heartstrings appeal to journalists, so plan for hooks like birthdays, anniversaries, Christmas, etc.
Once you’ve checked that police don’t advise against media coverage, and you’ve prepared a media release, you can decide on targeted media contacts.