Charleston church shooting: Without gun control, racism will keep killing black people

[sarisataka]

26. It's in the manual:

From the PREVENTING GUN VIOLENCE THROUGH EFFECTIVE MESSAGING

p. 1 Its purpose is to offer clear advice about effective frames and messages across a broad variety of communication opportunities.


p. 40
The debate over gun violence in America is periodically punctuated by high-profile gun violence incidents,
including Columbine, Virginia Tech, Tucson, the Trayvon Martin killing, Aurora, and Oak Creek. When an
incident such as these attracts sustained media attention, it creates a unique climate for our communications
efforts.

The purpose of this section of our guide is to present some advice about how to make sure our communications
are powerful, impactful and appropriate to these unique circumstances.

We believe that the following nine guideposts should be helpful both when we encounter high-profile
incidents that attract national attention – and when a similar dynamic occurs in a local community

p. 41 It’s appropriate to open with an expression of concern for the victims and their families.
***
So, we need to use language where our message flows from the expression of concern into our
broader argument.

p.43 But, when talking to broader audiences, we want to make sure we meet them where they are. That
means emphasizing emotion over policy prescriptions, keeping our facts and our case simple and
direct, and avoiding arguments that leave people thinking they don’t know enough about the topic
to weigh in.

http://s3.documentcloud.org/documents/748675/gun-violencemessaging-guide-pdf-1.pdf

This isn't a mass murder; it is a communication opportunity, a unique climate for our communications efforts and a a similar dynamic occuring in a local community.

Although I note many forget

It’s appropriate to open with an expression of concern for the victims and their families.

before flowing into the message.