Every time there's a mass shooting, I remember this piece of footage from Charlie Brooker's BBC series Newswipe. In it, a forensic psychiatrist outlines the guidelines for news reporting of such a tragedy, assuming that your aim is to prevent further ones.

He says:

If 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 not to make the body count the lead story.

Not to make the killer some kind of anti-hero.

Do localise this story to the affected community and as boring as possible in every other market.