Answer: I'll leave it mostly up to you, but it'd probably include a huge 'REWARD' for 'slaying the evil Shifting Beast' or something to that effect, with a drawing of the monster possibly. Basically just being loud and obvious because, well, they have a big, big issue and need it resolved. 

Actually if you want to make it a bit over-the-top that'd be fine by me: the whole scenario is slightly ludicrous to be honest. Like you have this huge shapeshifting monster that comes into your city on a daily basis and wanders around scaring people, occasionally stealing food, impersonating other citizens, and generally being a huge issue but not an extreme threat like say, a dragon that comes in and is setting fire to everything. And they can't just say 'Well it's kind of being a hassle' so they'd need to exaggerate so that SOMEONE *coughcoughwanderingknightcoughcough* will come deal with the damn thing.