Every year, hundreds of thousands of people are reported missing in the U.S.
But media coverage of missing persons is often disproportionate, highlighting missing white Americans over people of color, who make up approximately 40% of victims. And many newsrooms do not have formal policies or guidelines for reporting on missing persons cases.
To address the disparities in coverage, the Black and Missing Foundation, Inc (BAMFI) partnered with the Washington Association of Black Journalists (WABJ) to create “The Media Guide for Reporting on Missing Persons.” They convened a task force of journalists, educators, and advocates to offer practical advice and resources for newsrooms to ensure more equitable and responsible reporting.
The Institute reached out to BAMFI co-founder and chief operating officer Natalie Wilson and WABJ president Phil Lewis to learn more about the media guide and takeaway for journalists.
How did the collaboration for the media guide come together?
Wilson: Since we’re headquartered in the Washington, D.C. area, it made perfect sense to partner with our local NABJ chapter, WABJ. I had already worked closely with many of their members — reporters, journalists, and educators — to secure coverage of our cases. So when I reached out to Phil Lewis, their president, he immediately understood the importance. He and the board welcomed the partnership, and together with journalists, educators, and families, we created a guide that reflects both newsroom realities and lived experiences: a resource designed to remove bias, promote fair and consistent coverage, and ensure every family’s story has the chance to be told.
What was the process for selecting and vetting the task force involved with the project?
Wilson: Phil shared a message of interest with the chapter’s members, and the response was incredible. The journalists, educators, and advocates who stepped forward were not only passionate about the cause but also willing to answer transparently: What are you seeing? What challenges do you face? How can we help? Their lived experiences and professional insight shaped the task force.
Rather than a traditional “vetting,” it was about bringing together the right mix of voices — people who understood the gaps in coverage and were committed to finding real, actionable solutions.
As you surveyed newsrooms about their reporting on missing persons cases over the course of the project, how did your coverage guidance evolve?
Wilson: One of the most surprising — and concerning — findings was that very few of the newsrooms we polled had formal policies or procedures for covering missing persons cases. That lack of structure has contributed to the uneven, often inequitable coverage we see. From there, our guidance evolved to provide practical tools, from removing unintentional bias in language to ensuring consistency in coverage regardless of race, class, or location.
The top takeaway is clear: Every newsroom can take simple, intentional steps that make a huge difference.
What were the most significant roadblocks you faced during this project?
Wilson: Honestly, there weren’t traditional “roadblocks.” What stood out most was the passion and commitment of everyone involved. We spent hours — sometimes three at a time — in workshops, really dissecting the problem and challenging each other. Turning all of that into a constructive, actionable resource took time, patience, and a lot of honest dialogue. But those conversations were necessary, and the result is a guide that doesn’t just call out the problem, it provides solutions. The team was amazing, and their dedication is what made this project possible.
How has the response been since launch?
Lewis: The response has been overwhelmingly positive. NABJ chapters across the country now know about the guide and are helping to implement it in their newsrooms. Journalists and supporters have shared the guide across social media as well. Many understand the importance of this launch and are helping us get the guide in front of as many people as possible.
What are your top tips for other media organizations to collaborate on creating a project of this scale?
Lewis: I encourage media organizations to trust in and rely on their members. A project of this scale doesn’t come to life with just two people; the guide was a collaborative effort with everyone providing their knowledge and experience. Having members who are invested in this work is critical.
Click here to request a copy of the guide. The advice includes:
- Strategies for more equitable coverage, including tips for applying the same urgency to every missing persons case
- How to eliminate bias by avoiding stereotypes and harmful framing
- Using responsible language and images in your reporting