Media Involvement: After the First 48 Hours

At first, you may feel overwhelmed by the intense media interest generated by your child's disappearance. After a week or so, however, if your child has not been found, you may run into the opposite problem. If media interest dies down, you will have to work to keep the story going. Here are some things you can do to keep your child's story in the public eye.

Devise "media hooks" to keep your child's story in front of the public. Schedule a press conference on an important day, such as National Missing Children's Day (May 25), or prepare a press release to coincide with Federal or State legislation relating to missing, exploited, or victimized children. Remember, you don't know how long you will have to search for your child, so you need to plan for the long term. Ask a family member or friend to help if you find the task too difficult.

Give the story a new slant. To give the story a new look, you may want to change the tone of your interviews. Try bringing in someone new to discuss the case, such as a politician, sports personality, popular entertainer, or someone close to the investigation.

Pace yourself. Parcel out new developments in the case in separate announcements to spread coverage over a longer period of time. Ask law enforcement to notify the press of significant developments, such as important leads or items found during the physical search.

Keep the story alive by tying it to a variety of events and activities. You can hold a candlelight vigil, announce a reward, or show how celebrations such as a birthday, holiday, or graduation are different without your child. You can tie your child's story to something that will be broadcast repeatedly, such as a popular song on the radio. Then, every time the song plays, it will be a reminder that your child is still missing. If you can create a way for the media to present your child's story in a different way, it is more likely to be run. Remember that media attention increases when you hold special events and when anniversaries come up. Also, remember to coordinate all events and activities with law enforcement, because they can be an important part of the overall investigative strategy.

Victim's Bill of Rights

Appearing on air, whether television or radio, is a new experience for most people. The anxiety produced by this new experience, combined with the trauma of the initial victimization and the retelling of it, underscores the need for parent victims to maintain control over the situation. The following guidelines were written by the National Victim Center to minimize the possibility of a second victimization inflicted by the mishandling of a story by the media.

You have the right to say no to an interview.
You have the right to select the spokesperson or advocate of your choice.
You have the right to select the time and location for media interviews.
You have the right to request a specific reporter.
You have the right to refuse an interview with a specific reporter even though you have granted interviews to other reporters.
You have the right to say no to an interview even though you have previously granted interviews.
You have the right to release a written statement through a spokesperson in lieu of an interview.
You have the right to exclude children from interviews.
You have the right to refrain from answering any questions that make you uncomfortable or that seem inappropriate.
You have the right to know in advance what direction the story about your victimization is going to take.
You have the right to ask for review of your quotations in a storyline prior to publication.
You have the right to avoid a press conference atmosphere and to speak to only one reporter at a time.
You have the right to demand a retraction when inaccurate information is reported.
You have the right to ask that offensive photographs or visuals be omitted from airing or publication.
You have the right to conduct a television interview using a silhouette or a newspaper interview without having your photograph taken.
You have the right to completely give your side of the story related to your victimization.
You have the right to refrain from answering reporters' questions during trial.
You have the right to file a formal complaint against a reporter.
You have the right to grieve in privacy.
You have the right to suggest training for the media on how they can prevent additional traumatization for victims.
You have the right to be treated with dignity and respect by the media at all times.

Reprinted with permission from the National Victim Center, 2111 Wilson Boulevard, Suite 300, Arlington, VA 22201.

Develop rapport with someone in radio, television, and print. If a reporter or editor takes a special interest in your story, that person can help you devise ways to get your child's story back in the spotlight. Keep a list of names, telephone and fax numbers, and personal and professional interests. Although reporters often change stations, newspapers, and cities, remember that they can take a story with them wherever they go.

Identify the assignment editors for each news organization, and send your press releases to their attention. Assignment editors are the ones who decide which events to cover and whom to assign as reporters. If you plan an event, let the news organization know what is happening by faxing a news release. Give the facts of the case, along with a news "slant."

Consider granting exclusive interviews. In the beginning, you probably will not want to grant an exclusive interview, because interest will be high and you will want the broadest coverage possible. Also, granting an exclusive interview to one news organization over another may offend the one that you leave out. Later, however, an exclusive interview may be appropriate, such as to one station that has developed a story independently or to a national media group such as ABC, CBS, CNN, or NBC. In some cases, an exclusive interview may be the only way to get a particular aspect of your story out.

Use the media to appeal for special help. The media can be a very effective tool in asking for help. If you need volunteers, training, printing, or equipment that is prohibitively expensive or not readily available, ask the media to broadcast your request. Give a wish list to local radio stations, because they in particular are often willing to publicize such appeals as a public service or interest report. Not only can this provide you with the help you need, but it can be yet another hook to remind the public to keep looking for your child.

If possible, obtain the help of a media expert. Sometimes professionals working in the field of public relations donate their services to parents. Because these professionals are very savvy in their dealings with the media, they can be a tremendous help.

Public Awareness Events

Media attention generates leads and keeps your story in front of the public. The following ideas are also excellent ways to involve volunteers in the search campaign.

Appear on radio and television programs to discuss your child's disappearance.
Hold a press conference or other media event on your child's birthday or on the anniversary of the disappearance.
Prepare press releases or make personal statements about the disappearance of a child in another community.
Prepare press releases relating to Federal, State, or local legislation.
Publish a letter to your child in your local newspaper.
Ask radio stations throughout your State to play your child's favorite song and dedicate it to your child.
Hold a rally at your child's school with music and prayers.
Ask your child's school to organize a letter writing campaign to politicians, the media, or your State legislature.
Organize student marches to distribute fliers or posters.
Develop buttons or T-shirts with your child's picture and a special message to your child.
Hold a prayer vigil.
Hold a candlelight vigil.
Organize a dance or a benefit auction.
Give a special award to the law enforcement officer who served as your primary law enforcement contact.
Ask sports teams in your area to include pictures of your child in their programs and to make public service announcements at all games.
Plant a tree or dedicate a garden in your child's name.
Release helium-filled balloons with your child's name and other relevant information printed on them.
Hold bowling tournaments.
Hold running, dance, or other types of marathons.
Ask local businesses or banks to dedicate a Christmas tree or a display of lights in honor of your child.

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