True words from my friend and commentator Bob Garfield:
Please, not a word.
In your advertising, in your PR, on your Web sites, say nothing. No matter how deeply you ache for the next of kin, and for the country, keep it to yourself. No matter how you or your employees might have pitched in to ameliorate the pain or to support their own communities, there is nothing about Sandy Hook Elementary that needs your brand name attached to it. Not one single thing.