"It’s an unbelievably sad commentary that high-profile shootings occur frequently enough that we know the National Rifle Association’s rote four-step crisis management response. One. Don’t talk to the press. You don’t want the NRA’s name associated in the public’s mind with mass shootings and the inevitable carnage that results from our nation’s lax gun policies. You want to make sure that the last thing anyone associates with a gun massacre is firearms and those who promote them. To argue to the American public that 32 dead college students and teachers is, as the NRA says, “the price of freedom” is far more difficult when the cost is seen with graphic horror, the faces and stories of the lives lost confronting us. The NRA depends on gun violence being an abstract concept to most Americans. Mass shootings make it all too real. Two. If the press coverage is broad enough, issue a statement expressing sympathy for the victims. If not, ignore them. Three. When the shooting no longer dominates the news cycle, abandon the bunker and rebuke any and all who have dared to call for gun control. Be sure to indignantly argue that anyone calling for measures to control guns is exploiting tragedy for “political gain.” And be sure to attack the news media for actually covering the story. Four. Work to stop measures to address America’s growing gun problem that may be proposed in the wake of the shooting. Repeat as necessary."