Two sisters from my area went missing. The police put out a missing persons statement. It was widely shared on social media. Local press picked it up, then regional press, before they were found, with friends, in another part of the city. A few weeks later, the same two sisters went missing again. The police put out a missing person's statement again. People recognised the names and didn't share it quite so much. It was picked up by the local press, but they focussed on the "again" angle with tacit eyerolling. Usually they don't bother the second time, but I think it was more notable because they were two sisters.
The Nicola Bulley case is more newsworthy because she has vanished without trace in relatively unusual circumstances, leaving a young family behind.