Probably a publicity stunt. I'd imagine if this was true Sumerian would have included "If you have seen or have any knowledge of his whereabouts, we urge you to call police/911/us/etc. immediately."
Yeap.. it even sounds like a PR person wrote it. Who writes "breaking news" for a missing persons? if this is serious, then I'm sorry and I really do hope he's found alive soon. but if not, i think this is in bad taste.