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Like any form of lone-wolf terrorism, these shootings are being perpetrated by individuals, with individual motivations. There's a compelling case that they're at least partially motivated or inspired by media coverage.
We often hear that suicide is contagious. Some studies and commentators have suggested that murder-suicide might spread like noncriminal suicide. https://www.theatlantic.com/health/archive/2017/11/americas-...
Columbine shooting reporter Dave Cullen has suggested some low-impact changes to media coverage which could have a positive effect. https://www.buzzfeed.com/davecullen/stop-naming-mass-shooter...