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Hamas uses children as human shields, hides missiles in schools and hospitals, and puts civilians in harm’s way because there’s a tangible PR benefit.

They’ll stop when there isn’t.

War is brutal and horrifying. It consists of mangled bodies, broken buildings and unspeakable acts of barbarism. But for all its horrors, civilized society has long distinguished between soldiers and civilians. In a quixotic attempt to govern the ungovernable, we’ve created the concept War Crimes – because morality demanded it.

Incentivizing war criminals to endanger civilians should also be a crime.

Media outlets must do more than mindlessly regurgitate violent images; they must also provide the proportional, contextual narrative. Failure to do so is the difference between independent-minded reporting on a war and incentivizing the bloodshed of innocents.

We’ve reached the tipping point when “if it bleeds, it leads” has bloodied the hands of far too many media members… along with the bodies of far too many civilians.

The only way to defang Corpse PR of its effectiveness is to shine a bright light upon it: Yes, broadcast the horrible images of civilian deaths when appropriate – and then explain why the civilians were in such close proximity to Hamas’ weapons and militants; explain why the civilians were directed to disobey Israeli warnings to vacate a militarized zone; and explain why Hamas deliberately decided to pursue these tactics.

Context matters.

Media outlets have two options: Continue to enable the PR tactics that contribute to the deaths of women and children, or take proactive steps to demotivate the practitioners of Corpse PR.

Because morality matters, too. Even in war.

Especially in war.

Free speech doesn’t include shouting fire in a crowded theater, and in the name of morality, “All the news that’s fit to print” shouldn’t include waving bloody shirts at the PR bequest of war criminals.

Scott Pinsker is a marketing expert, publicist, and author.