Somebody needs to try and get some coverage (with photos) on local news channels. We did that for a friend whose horse was lost for 3 days in a SC state forest. When the horse wandered out into someone's yard, they had seen the coverage and knew who to call. People that aren't horsey aren't going to be going to the Net Posse site, so this is a way to get broader coverage. You just call the local stations, ask to speak to the news director, offer info, photos, etc.
It's just grass and water till it hits the ground.