In PR, language matters. "School shooting" needs to go.

I propose that, at least among ourselves (but ideally at all times), we no longer use the term "school shooting." It's almost banal, you know? The word "shooting" is so devoid of impact. Photographers shoot. Models go to shoots. People drink shooters at bars. I drop my keys and mutter, "Shoot."

This term is carefully crafted to avoid upsetting people, but more than that it avoids acknowledging the scope of the damage done.

From now on, I'll be using the phrase "school murder." I hope you'll join me. Yes, it's a harsher term, but the poor kids and teachers and administrators who are murdered deserve to have that violent crime properly labelled and acknowledged, at the very least.