It seems like the family knew Heather was dead from the beginning. Not saying what she was wearing, using old pictures, no mention of tattoos. It seemed more like a memorial, than an effort to find a live missing person. There were no televised pleas, nor were sightings encouraged.
I think in the back of their minds they knew she wasn't alive, but was in denial/didn't want to think that. I'm sure anyone that has ever had somebody close to them go missing, even if police believe that they were murdered, they don't want to believe it. They are holding out hope that police are wrong and their loved one will walk through the door again one day.
As for not broadcasting what she was wearing, perhaps they found her clothes from the date at her apartment (which would match with the last known photo of Heather) because she spent several hours at her condo after the date and before departing for PTL. So therefore, they could have no idea what she changed into and was wearing when she went missing.
As for not mentioning her tattoos, I think in any missing persons case.. They don't want the public to get the wrong image of the missing person. They want to keep a positive image of them in the news to keep public sympathy etc. Also, once they knew Heather was having an affair with a married man who she was last in contact with, that will without a doubt skew the outlook on Heather. Tattoos still have a stigma attached to them and they figured it wouldn't help the publics view on her to say she had several tattoos.
IMO the Moorer's were the prime suspects from the start, and they knew the affair would tarnish her image. I'm sure they also had to know that when a trial took place the Moorer's defense will inevitably try to paint a negative image of Heather. A young woman who actively went after a married man. I'm sure they'll sling her through the mud, bringing up working at TK, repeatedly calling and meeting up with SM.. As well as her Social networking posts. Anything to make Heather look bad while ruining the publics/jury's view on her.
As for not doing televised pleas for her, he did quite a number of TV interview pleas begging for her return. Along with the FB page that caught the attention of 50k+ people. Which I think worked even better than a televised plea.
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