When acts like the ones committed on December 13, 2012 occur, the media's task is to inform the public.
This can create a false sense of glory to the person who is contemplating thoughts of mass murders. A person who could be headling every news organization in the country can feel a certain sense of accomplishment by getting their name into every household in the nation.
A person that may be capable of committing these aweful crimes is going to want recognition for their terrible acts. If the glory and fame are taken away it may detour a person from committing these acts. No recognition equals no fame.
Remember, bad publicity is still publicity.