IIRC after.
And as one former FBI agent said it was very atypical conduct in that it was sent to the media (TMZ, TV stations) rather than directly to the family. He theorized that they want the attention to play out in the public (for revenge, a targeted grudge against SG whatever)
IF the ransom is legit and IF the goal is money, than this is not the way to do it. You don't want that kind of heat on you, you don't want to be in possession of the kidnapped for a week+. You want direct quick communication to the family, provide proof of life, and quietly get your money and move on. Many ransoms don't make the media at all. Companies provide and pay out ransom insurance (NBC might even do it).
Another take on "Why SG Should Not Pay Ransom Yet" by former FB agent:
“Proof of life is everything,” Michael Harrigan, who oversaw the FBI National Academy, told The Post.
nypost.com