âIf you don’t want to propagate more mass murders, don’t start the story with sirens blaring. Don’t have photographs of the killer. Don’t make this 24-7 coverage. Do everything you can to not make the body-count the lead story, not to make the killer some kind of anti-hero. DO localize the story to the affected community and make it as boring as possible in every other market. Because every time we have intense saturation coverage of a mass murder, we expect to see one or two more within a week.