By Denise Gee Peacock

On January 13, 1996, 9-year-old Amber Hagerman’s life was stolen by a stranger who dragged her kicking and screaming from her bicycle in broad daylight. Despite an unrelenting search and dedicated efforts by law enforcement, the media, and the public, Amber would never make it home. She was found brutally murdered. Her loss devastated her family and community, leaving a wound that has yet to heal.

In the months following the third-grader’s abduction and killing, Dallas-Fort Worth-area broadcasters worked with local police to establish what they hoped would be an antidote to future crimes: the America’s Missing: Broadcast Emergency Response (AMBER) Alert—named in Amber’s honor, both to remember her and to protect children in the future. It would harness the power of technology, the media, and community action to spread urgent news when a child’s life was in danger.

It took almost a decade to get every U.S. state to adopt the alert system, but as of Dec. 18, 2025, AMBER Alerts have helped recover more than 1,292 children nationwide—241 of them rescued because of wireless emergency alerts (WEAs).

Amber’s case also underscores fundamental lessons that child protection professionals should consider as they navigate missing child incidents.

Rapid public communication is vital.
Before Amber’s case, police lacked a formal framework for instantly broadcasting information about child abductions to the public.

The AMBER Alert system was created specifically to fill this gap, leveraging radio, TV, and eventually wireless technology to send out critical information like descriptions of the child, suspect, and vehicle.

“Amber’s case was a witnessed abduction—the rarest of all—and there was credible information available about the suspected abductor and his truck,” says Chuck Fleeger, Region 3 Liaison for the AMBER Alert Training & Technical Assistance Program (AATTAP). “There just wasn’t a mechanism then to get that information out quickly and to the widest possible audience.”

AATTAP’s Region 3 spans 10 states, from Louisiana to Nebraska to Arizona. It also encompasses Fleeger’s home state of Texas, where since 2003 he has served as executive director of the AMBER Alert Network Brazos Valley, a non-profit in central Texas that assists with regional AMBER Alert coordination, provides public education, and partners with local law enforcement and other responders in alerting, response, and investigative readiness.

In 2020 Fleeger retired as Assistant Chief of Police with the College Station Police Department, where he served for more than three decades. He now teaches AMBER Alert investigative best practices courses for the AATTAP.

Time is of the essence.
Experts recognized that the first few hours are the most critical in a child abduction case. The AMBER Alert protocol emphasizes speed, ensuring that law enforcement, broadcasters, and transportation agencies react swiftly to reports.

Balancing that need for speed with a desire for accuracy can be a struggle for AMBER Alert Coordinators. “Law enforcement wrestles with the desire to verify information is complete and accurate, but then it’s not timely; conversely, you can have timely information but some of it’s not completely accurate. That’s OK. It’s better to get the process going even if an activation package isn’t perfect,” Fleeger says. “We all know how crucial time is, so any moments that can be saved could potentially make the difference in a child’s recovery.”

Successfully navigating such a high-stakes process “takes a combination of continuing education, experience, and good communication with others,” says Fleeger’s colleague Joan Collins, Liaison for AATTAP’s Region 1 (encompassing 11 states in the Northeast, from Maine to West Virginia).

Collins’ career has involved 39 years of work for Rhode Island law enforcement. She spent 28 of those years with the Rhode Island State Police, where she helped audit and train users of the Rhode Island Law Enforcement Telecommunications System (RILETS); was central to increasing the state’s various emergency alerts; managed the state’s sex offender/“Most Wanted” databases; and worked with the state’s Internet Crimes Against Children task force.

“Doing this line of work involves being an active listener—of knowing what questions to ask,” she says. Collins now teaches such AATTAP courses as AMBER Alert: To Activate or Not Activate as well as 911 Telecommunicators and Missing & Abducted Children (aka “911 T-MAC”).

Coordination is key.
The AMBER Alert system functions through the seamless cooperation of multiple groups, including law enforcement, broadcasters, transportation agencies, and the media.

Reviews of every alert help to improve the process over time by getting input from these various partners.

Collins recommends that partners include not only those within one’s own law enforcement agency, but also those from surrounding states (“with whom you’re likely to work with more often than not”). “It’s important to connect with your counterparts elsewhere and build relationships with them early so you can act together quickly and successfully,” she says. “It’s always a relief to know others are ready and willing to help out during times of high stress, and they in turn will appreciate your advice and support.”

Protocols must be followed carefully.
For any case—which can potentially become a high-profile one—there is a need for law enforcement to meticulously follow established protocols. This includes the difficult decisions an AMBER Alert Coordinator must make with the limited information available at the time, which may be criticized by the public later.

“With any missing child case, law enforcement should first assume the child is at risk until evidence presents otherwise,” Fleeger says.

He also recommends patrol first responders consider the long-term implications of their efforts, avoiding any pass-the-buck mentality of case stewardship. “Think about the officers dispatched to Amber’s case. They certainly didn’t know when they started their shift that three decades later the case would be unsolved—and how dramatically changed available resources and response models would become.” It’s essential to remember that “the right documentation of information really matters. And if we’re doing good, solid police work from the earliest moments, that work should stand the test of time and hold up well.”

Use targeted, advanced technology.
Modern AMBER Alerts benefit from geotargeting, which focuses alerts on the people most likely to have seen the child. This prevents citizens in a wider area from being desensitized and ignoring alerts.

The public can help.
AMBER Alert’s success is a testament to the power of community vigilance. It allows millions of people to serve as the “eyes and ears” for law enforcement by reporting tips to the authorities. To keep the public from “information burnout” on a case, Fleeger recommends using multiple photos of a missing child at different times. “If someone is scrolling through their feed on social media and see the same photo time and again, they’ll assume they’ve already read that information,” he says. “A new or different photo will make somebody pause and think, ‘I didn’t realize he is still missing.’ The goal is to keep the case a priority in the public’s mind until we can get that person found.”

Don’t assume benign circumstances.
Before the AMBER Alert system, bystanders witnessing a child struggling with an adult may have assumed it was a family dispute or the child misbehaving. Amber’s case highlights the danger of assuming an abduction is a benign event and reinforces the importance of reporting suspicious activity immediately—even if it seems inconsequential.

Collins refers to the barking dog analogy in her teaching. She encourages dispatchers in training to ask questions and gather more information. “For example, is the dog that someone is calling about normally outside barking, or does it rarely bark? This could indicate whether something unusual is occurring. It’s important not to make assumptions, as callers may have relevant information that can be discovered by asking further questions

Stranger abductions are real.
While statistically rare—the National Center for Missing & Exploited Children reports that stranger abductions account for 1% of reported abductions—they are a real danger. Amber’s case serves as a reminder of the vulnerability of children, especially when a predator targets them. According to NCMEC, victims are most often girls, and the average age for attempted abductions is 11 and completed abductions is 14.

Justice is a long process.
Despite the creation of a system that has saved countless lives, Amber’s murder remains unsolved decades later. The lesson is that the fight for justice continues, and the public can still assist by reporting any strange observations. “Long-term cases like Amber Hagerman’s are solvable,” Fleeger says. “Technology continues to evolve and so do peoples’ lives. People will decide to talk for whatever reason when circumstances change. Consider the Austin [Texas] yogurt shop murder case that was recently solved. You just never know.”