He may not have known how widespread her appeal would have reached, there are many cases of missing women who get little to no media attention.
This was always going to be big news as apart from the Royals nothing is going on because we are all in lockdown.
You only have to see her images and she looks so young and innocent and this was always going to be huge. Nobody just vanishes in SE London without a trace and it not be a major story.
ETA - when I see her photo I’m always amazed she is 33 as she looks way younger. She just seems like the girl next door that everybody would get along with.
IMO