Contents 

Brief History of AMBER Alert ..................................................................1

Need for a Partnership ............................................................................2

Memoranda of Understanding (MOUs) ........................................2

After-Action Reports ........................................................................4

Consensus of Broadcast Media ..............................................................4

Verification of Information ..............................................................6

Content of Message ................................................................................6

The Message ....................................................................................6

Sensitivity to the Audience ............................................................7

Frequency of Message ............................................................................8

Other Considerations ..............................................................................9

April 2005 

NCJ 208481 
AMBER Alert 

Best Practices Guide for Broadcasters 

and Other Media Outlets 

AMBER Alert Best Practices Guide for Broadcasters and Other Media Outlets 1 

Seventy-four percent of children who are kidnapped 

and later found murdered 

are killed within the first three 

hours after being taken, according 

to the U.S. Department of Justice. 

Time is critical if abducted children 

are to be successfully recovered. 

Early involvement of the media in 

a child abduction case can make 

the difference between unthinkable 

tragedy and joyous reunification. 

During missing child incidents, 

the media serve as the conduit between law enforcement officials 

and the public in making sure 

timely and accurate information 

quickly reaches the intended public 

audience. Broadcast media are 

among the first responders—the 

vehicle that transmits the early, 

rapid AMBER (America’s Missing: 

Broadcast Emergency Response) 

Alerts giving citizens the basic information that will enable them to 

be involved in the search for an abducted child. 

The critical role played by broadcast journalists in an early response does not minimize the 

need for other media during 

AMBER Alert incidents. Cable 

companies, newspapers, and 

specialty publications also play a 

vital role in reaching all segments 

of the public. AMBER Alerts solicit 

the public’s eyes and ears, and all 

media, regardless of audience or 

geographical reach, can help enlist the public’s participation when 

The concept for AMBER Alert is simple 

and effective: Law enforcement and the 

media working together to alert the 

public and effect the quick, safe 

recovery of abducted children. 

a child is missing or abducted. 

Consequently, all forms of media 

are important and needed. 

Brief History of 

AMBER Alert 

The idea for an 

early warning 

system was conceived in 1996 

as a memorial 

to nine-year-old 

Amber Hagerman, who was kidnapped while 

riding her bicycle in Arlington, 

Texas, and later brutally murdered. Dallas area broadcasters 

came up with the idea of using 

Emergency Alert System (EAS) 

equipment to rapidly relay child 

abduction information. Broadcasters approached local law enforcement with the concept, and 

America’s first AMBER Alert program was born. The idea was 

simple: When police notified the 

media that a child abduction 

had taken place, viewers and 

the listening public would be 
2 

notified through broadcast 

information as possible to enabductor could be caught before 

elapsed. 

spread to other communities 

help every state set up its own 

Media Outlets is designed to help 

state, regional, and local proplans and to promote consistency 

among all programs. 

discussion with state, regional, 

the combined wisdom of journalto create a national network of 

enforcement agencies, broadcast 

responsibilities in their communiresponsibilities of their colleagues 

as well. 

(MOUs) 

The process of creating a local, 

plan is complex, and no two plans 

AMBER Alert Best Practices Guide for Broadcasters and Other Media Outlets 

announcements with as much 

able the public to provide the 

extra eyes and ears that would 

increase the likelihood that a child 

those first three critical hours had 

The early warning concept, 

now called AMBER Alert, quickly 

and states. In 2002, President 

George W. Bush directed the 

U.S. Department of Justice to 

AMBER plan. This Best Practices 

Guide for Broadcasters and Other 

grams develop and improve their 

This guide is based on hours of 

research, correspondence, and 

and local AMBER Alert coordinators and their media partners, 

who talked openly about their 

experiences and volunteered 

the content of their plans so that 

others could benefit. It presents 

ists and coordinators working on 

the front line of the AMBER programs, who understand that no 

two communities or AMBER Alert 

programs are identical, but the 

goals are nevertheless the same: 

AMBER Alert plans that will 

work together for the good of 

the children. 

Need for a 

Partnership 

AMBER Alert’s success is tied 

directly to the quality of the partnership established among law 

and other media outlets, departments of transportation, state 

and federal officials, and various 

civic and political leaders. Each 

partner is important, and each 

has a unique role to play. Similarly, each partnership has its unique 

characteristics based on the community in which it was created, 

yet each forms an essential link 

in the larger fabric of the nation’s 

AMBER Alert program. 

At the most basic level, partners 

need to understand their exact 

ty’s AMBER Alert recovery plan. 

Partners can avoid duplication of 

effort if they understand the exact 

Memoranda of 

Understanding 

state, or regional AMBER Alert 

will evolve in exactly the same 
3 

community can find it helpful to 

learn about the issues that other 

communities have confronted 

issues or concerns should be explored and resolved in advance, 

form the basis for long-term 

agreement on roles and responsidetail the following: 

✦ 

ment agencies, broadcast and 

nonprofit agencies, and other 

fare focus. 

✦ A requirement that law enforcement confirm that an 

✦ Criteria for ensuring that 

tered into the National Crime 

Information Center (NCIC) sysor local databases before an 

✦ 

information. 

✦ Confidential systems and codes 

for use by law enforcement and 

✦ A system for disseminating 

✦ Appropriate wording to be used 

✦ 

✦ 

television screen, or a news 

announcement. 

✦ The role of secondary media 

and other print media. 

✦ The role of other secondary 

AMBER Alert Best Practices Guide for Broadcasters and Other Media Outlets 

way. Even so, officials in one 

and the solutions they found to 

resolve them. Some elements 

are common to all plans, and a 

clear, precise, and thorough definition of each partner’s roles and 

responsibilities is one such element. To ensure a smoothly running program, potential legal 

if at all possible. A memorandum 

of understanding, or MOU, can 

bilities before a final AMBER Alert 

plan is enacted. AMBER coordinators and their partners agree that, 

at a minimum, an MOU should 

Specific roles of all the partners, including law enforceother media outlets, departments of transportation, various 

governmental organizations, 

organizations with a child welabduction has taken place 

and that the risk of harm to 

the child is significant. 

key information has been entem and corresponding state 

AMBER Alert is requested. 

Criteria for activation of an 

AMBER Alert, including the age 

of the child and other critical 

broadcasters in activating an 

AMBER Alert. 

Alerts, with regular tests to 

ensure the system’s integrity. 

in disseminating an AMBER 

Alert to the public. 

Procedures for determining the 

frequency of broadcast Alerts, 

how long the Alerts should continue, and when and how Alerts 

should be deactivated. 

Procedures for determining 

the kind of Alert to be used, 

such as an EAS activation, 

a “crawl” at the bottom of a 

outlets, such as newspapers 

outlets, such as taxi companies, 

public transportation systems, 

and cable or power companies. 
4 

✦ The use of road signs, if available, and the wording to be 

used to tie the information 

✦ 

notifications. 

Reports 

plans: a formal process evaluation 

assess process issues, including 

the quality of communication and 

questions: 

✦ 

✦ 

ment function? 

✦ 

them? 

✦ 

need for additional training, 

requirements—that need to be 

addressed? 

✦ Does the plan need to be 

These are just some of the issues 

that should be discussed during 

operating as specified in the MOU 

Consensus of 

Media 

ed in the development of this 

a reasonable expectation that 

all of their responsibilities in acbe detailed in MOU agreements. 

system will be ensured if everythe following: 

✦ Law enforcement will request 

public only when all previously 

established criteria have been 

met. 

✦ 

AMBER Alert Best Practices Guide for Broadcasters and Other Media Outlets 

back to broadcast Alerts. 

A mechanism for “all-clear” 

After-Action 

AMBER coordinators and their 

partners identified a second key 

element common to effective 

following every Alert activation to 

technology. The best plans require 

that a follow-up meeting of key 

partners be scheduled after every 

Alert activation to discuss these 

How successful was the Alert 

activation process? What 

worked well? What needs 

attention? 

How effectively did the equipDid any expected problems 

arise during the Alert process, 

and what was done to resolve 

Did any expected gaps surface 

during the Alert—such as the 

equipment, or other technology 

changed in any way in the 

wake of the Alert activation? 

the After-Action review to ensure 

that the AMBER Alert program is 

and agreed on by partner agencies and organizations. 

Broadcast 

Media representatives who assistguide say that broadcasters who 

agree to provide immediate response during AMBER Alerts need 

their partner agencies will fulfill 

cordance with the activation plan. 

Some of these responsibilities can 

Confidence in the AMBER Alert 

one in the partnership agrees to 

an EAS activation to alert the 

Law enforcement officials will 

provide complete, thorough 

information that is not legally 
5 

prohibited and does not 

✦ 

with accurate, thorough infor­

✦ 

longer imminent or apparent. 

✦ 

formation on road signs and 

other sources for more detailed 

information. 

✦ 

stations, cable outlets, and 

obtain the same immediate 

information for dissemination 

purposes. 

✦ The system for immediate, 

simultaneous dissemination 

and Atmospheric Administrasome combination of these) 

✦ 

include a phone number for the 

public to call. 

✦ Law enforcement and other audling the tips and inquiries 

called in to the phone number 

✦ 

system by preventing false or 

other misleading transmission 

of information to the media 

tion should include special 

✦ 

legitimate news purposes. 

✦ Information gleaned by legitimate news operations but not 

announcement will be disseminated to the public in normal 

✦ Law enforcement will estainformation available to the following entities before issuing 

AMBER Alert Best Practices Guide for Broadcasters and Other Media Outlets 

jeopardize the integrity of 

an investigation. 

Law enforcement officials will 

recognize broadcasters’ responsibility to provide the public 

mation and to question any and 

all speculative reports as part of 

their professional duty. 

Law enforcement officials will 

quickly terminate an AMBER 

Alert when the threat is no 

Department of Transportation 

officials will provide timely inwill direct drivers to tune in to 

News staff at other broadcast 

newspapers will be able to 

(be it EAS, the National Oceanic 

tion, phone, fax, e-mail, or 

will be detailed in the MOU. 

The AMBER Alert message will 

thorities, such as 911 centers, 

will provide a method for hanonce an AMBER Alert has been 

activated. 

EAS activation will protect the 

integrity of the AMBER Alert 

that would result in the public 

becoming desensitized or even 

misled. The system for proteccodes and privileged activation transmissions among plan 

partners. 

Activation of an AMBER Alert 

over the EAS will not prevent 

news organizations, including 

stations airing AMBER Alerts, 

from using Alert information for 

provided in the AMBER Alert 

news reports. Nothing will 

be added to the official EAS 

AMBER Alert message. 

blish procedures for making 

an Alert: media outlets; other 
6 

as the FBI (NCIC), National Center for Missing & Exploited Children (NCMEC), and state 

clearinghouses; and secondary 

✦ Law enforcement agencies and 

able for periodic tests of the 

system used for broadcasting 

Therefore, the media has a right 

newsroom operations. Law enforcement will find it counterhave legitimate news questions or 

even information obtained indeneeds that could arise once an 

MOU agreements must be flexible 

enough to address issues that 

arise. 

Content of 

Message 

messages must be concise and to 

than local broadcast media undertarget audience? 

sage will have a direct impact on 

cept under extraordinary circumshould be no longer than one to 

four sentences, using the fewest 

words possible without comproments as possible: 

✦ Specific information about the 

incident and other details if 

available. 

AMBER Alert Best Practices Guide for Broadcasters and Other Media Outlets 

law enforcement agencies such 

distributors. 

broadcasters will agree to make 

equipment and personnel availthe Alert. 

Verification of 

Information 

The media understands that 

AMBER Alert situations are fluid 

and will change minute by minute. 

to expect law enforcement officials 

to be accessible and provide a 

method for reporters to verify information gathered during normal 

productive to request an AMBER 

Alert if no provision is made to 

communicate with reporters who 

pendently. 

A mechanism should be in place 

for reporters to communicate to 

law enforcement any unexpected 

AMBER Alert has been requested. 

By their very nature, AMBER Alert 

the point. They also must be immediately understood, easily assimilated, and quickly disseminated. 

Some communities, regions, and 

target audiences are better approached at a particular time of 

day or in a particular manner in 

order to maximize the effectiveness of the message. Who better 

stand the particular needs of their 

The Message 

Broadcasters understand that the 

content of the AMBER Alert mesthe effectiveness of the Alert. Exstances, an AMBER Alert message 

mising clarity. 

Ideally, the message should contain as many of the following eleday, time, and location of the 
7 

✦ The name, age, and sex of the 

✦ 

✦ The name, age, and sex of the 

suspect. 

✦ 

suspect (e.g., height, weight, 

information). 

✦ Confirmation (if applicable) that 

the suspect is listed on a state 

✦ 

vehicle (if applicable), including 

✦ The license tag number of the 

state of issuance. 

✦ 

and e-mail addresses for the 

public to use to contact authoriIn addition, the following information may be helpful to include: 

✦ 

suspect might use. 

✦ 

plane, that the suspect may use. 

✦ 

where the suspect and abducted 

✦ Confirmation that law enforce­

✦ 

✦ 

thinks the suspect is traveling 

Sensitivity to the 

The goal is to notify the people 

tion to use the information to aid 

and the consequences of their inpossibly alienate someone who 

tion of the following: 

AMBER Alert Best Practices Guide for Broadcasters and Other Media Outlets 

abducted child. 

A physical description of the 

abducted child (e.g., height, 

weight, birthmarks, hair color, 

eye color, clothing, and other 

physical information). 

A physical description of the 

birthmarks, hair color, eye color, clothing, and other physical 

sex offender registry. 

A description of the suspect’s 

make, model, color, and year. 

suspect’s vehicle, including 

Toll-free telephone numbers 

ties if the suspect or child is 

spotted. 

Roads and highways that the 

Other transportation methods, 

such as taxi, bus, train, or airThe town, community, or state 

child may be traveling. 

ment considers the child to be 

in imminent danger. 

Reasons why law enforcement 

considers the child to be in 

danger. 

Reasons why law enforcement 

to a particular destination or 

using a particular route. 

Audience 

Targeting key audiences is an important aspect of an AMBER Alert. 

who will most likely be in a posiin the child’s recovery. 

Broadcast media representatives 

understand the power of words 

discriminate use. Consequently, 

AMBER Alert messages must be 

carefully constructed to avoid using any word or phrase that might 

might otherwise help. Particular 

care should be given to any men­
✦ Race or nationality (unless pertinent to a physical description). 

✦ Physical or mental disabilities 

(unless pertinent to a physical 

description). 

✦ Sexual preference (except 

where applicable, such as being 

listed on a state sex offender 

registry). 

✦ Political affiliation. 

✦ Religious preference. 

✦ Other sensitive information that 

has no bearing on locating an 

abducted child. 

Frequency of 

Message 

The frequency of an AMBER Alert 

issued through EAS and other 

broadcast venues is a critical 

component of the AMBER Alert 

plan. Broadcast media representatives sometimes wrestle with 

the issue of how frequently an 

AMBER Alert message should be 

broadcast. AMBER Alert coordinators should work closely with the 

primary, cable, and secondary 

broadcasters in their area to establish a clear plan of operation 

for how quickly and how often 

the primary alerting station will 

activate the EAS for an AMBER 

Alert message. These decisions 

should be delineated in formal 

MOUs or other agreements before 

the AMBER Alert plan is put in 

place. 

The following are some guidelines for frequency and content 

of AMBER Alerts: 

✦ Primary stations should determine the best procedures for 

providing updated information 

for further EAS activation or 

crawl until the law enforcement 

agency terminates the Alert. 

✦ The initial activation by the local 

primary station will give every 

media outlet information about 

the abduction. Local media 

outlets, working with their 

AMBER Alert coordinator, can 

determine if and how they will 

participate, whether they will 

interrupt all programs with the 

initial AMBER Alert message, 

delay the AMBER Alert message 

until the next break, or relay the 

information through another 

method such as a television 

crawl or newsbreak. 

✦ The television message can take 

the form of an audio announcement and/or an onscreen visual 

announcement. 

✦ Television broadcasters can 

choose to include a repetitive 

crawling message at the bottom 

of the screen or do cut-ins 

with news anchors or other 

personnel. 

8 AMBER Alert Best Practices Guide for Broadcasters and Other Media Outlets 
✦ Any message should include a 

phone number for the public 

to call. In audio reports, the 

phone number should be repeated at least twice during 

each announcement. 

Other 

Considerations 

The broadcast media voluntarily 

provide their valuable air time to 

inform the public that a child has 

been abducted with the idea that 

such information is in the best 

interest of the community. In exchange for this assistance, broadcasters can reasonably expect 

that: 

✦ An Alert will be terminated as 

soon as it has been determined 

that the announcement is no 

longer needed. 

✦ An Alert will be issued based 

only on previously agreed-on 

criteria. 

✦ Contact between broadcasters 

and law enforcement officials 

will be continuous. 

✦ Law enforcement will be 

continuously accessible to 

broadcasters. 

✦ Law enforcement will respect 

the decision of broadcasters not 

to air, or to delay airing, AMBER 

Alerts because of factors such 

as the lack of proximity of the 

AMBER event to the station, 

the action of other stations in 

the market airing the Alert, and 

programming concerns (e.g., 

sensitivity to children who 

may be watching or listening; 

contractual obligations requiring the station to present certain 

programs, such as sports, uninterrupted; or staff availability). 

✦ The media will do its best to accommodate law enforcement 

requests for issuing AMBER 

Alerts, and the media and law 

enforcement will work out ways 

to air Alerts that do not conflict 

with contractual obligations (by 

using a crawl at the bottom of 

the screen, for example). 

✦ The Federal Communications 

Commission requires each 

station to retain decisionmaking authority over the material 

it airs. 

Open lines of communication 

between broadcasters and law 

enforcement officials are crucial. 

The safe return of children must 

remain the paramount concern 

and focus. 

AMBER Alert Best Practices Guide for Broadcasters and Other Media Outlets 9 

ADDITIONAL RESOURCES 


For more information about the AMBER Alert program,


including training, technical assistance, and laws,


visit the U.S. Department of Justice Web site at:


www.AMBERALERT.gov


To report an emergency situation or to


provide information about a missing or exploited child,


call 911 to notify your local police, or call


800–THE–LOST (800–843–5678) 


To report information about child pornography,


child molestation, child prostitution, and the 


online enticement of children,


log on to the CyberTipline at:


www.cybertipline.com 


For more information on missing and 


exploited children, visit the National Center for 


Missing & Exploited Children (NCMEC) at:


www.missingkids.com

U.S. Department of Justice 

Office of Justice Programs 

Office of Juvenile Justice and Delinquency Prevention *NCJ~208481* 

Washington, DC 20531 

Official Business 

Penalty for Private Use $300 

April 2005 

NCJ 208481