Bill Shory on Mass Shootings, Broadcast News, and Using Communication to Help Foster Hope

Bill Shory works two blocks from where a mass shooting occurred in Louisville Kentucky. In this episode, he talks about how this tragedy impacted his strategic communication firm, clients, and community. Bill also discusses his experience as a news director and how strategic communicators can help journalists tell more accurate and impactful stories in times of crisis.

There's no upbeat musical open, no five questions, no chuckles and old TV news stories. There are practical ways any communicator can help their clients and community during a time of need.

Whitney/Strong offers resources for solutions-oriented media coverage following Nashville Shooting

Common Ground Legislation

• Whitney/Strong successfully lobbied Congress to pass the Bipartisan Safer Communities Act in 2022, a landmark reform that included enhanced background checks, increased penalties for criminal activity with firearms, and other safeguards.
• The BSCA also included federal funding for states to implement crisis intervention laws – which temporarily transfer firearms away from people experiencing a mental health crisis and are currently a threat to themselves or others. 19 states currently have some form of these laws.
• Despite that funding and support from both parties, lawmakers in Whitney’s home state of Kentucky did not take up the Crisis Aversion and Rights Retention bill in this year’s legislative session.  Whitney/Strong is currently urging citizens to contact their lawmakers urging them to give the bill a hearing in the coming months, in hopes of passage next year.
• In Ohio, Republican State Senator Matt Dolan proposed Senate Bill 357 in the 2022 session, which focused on enhanced safeguards around gun purchases.

Suicide prevention

• The vast majority of mass shooters are suicidal, which makes it critically important to recognize warning signs and to be prepared to help someone in crisis gain access to expert care. Whitney/Strong provides suicide prevention training and research, as do many other community organizations.

Safety Trainings

• Schools should continually review and enhance their school safety prevention and reactionary plans. Sandy Hook Promise offers prevention resources to help.
• Whitney/Strong offers regular “Save-a-Life” trainings, which include training to use “Stop the Bleed” kits in an emergency, as well as other instruction around gun safety.
• Most school shooters use a gun they have ready access to. Safe storage is a key strategy for preventing mass shootings, and garners widespread support among the general public and gun owners. Whitney/Strong distributes gun locks and gun safety literature provided by the National Shooting Sports Foundation.

Other tips for journalists

• This survey reveals a number of tactics that enjoy wide public support – exactly the kinds of solutions your viewers are asking for.
• Studies have shown that notoriety is a primary motivator for mass shooters. As a result, most news organizations now have policies in place limiting the use of a shooter’s name and photo, especially as time passes.
• The same holds true for video. Surveillance and bodycam video can reveal important facts about a shooting – but repeated showings will certainly traumatize survivors and inspires copycats. In addition to dropping video once its informational value has passed, remember to put processes in place to make sure it doesn’t accidentally resurface during follow-up coverage.
• Journalists should educate themselves on firearms, and be precise in their language (here’s one