First thought is that it's always fun to watch the media get called on the carpet. Kudos to the NRA for grabbing the beast by the horns and letting them know that the contempt is mutual. And well done for challenging them that their reporting is dishonest. I don't think that they used the word but everyone knew what they meant. This will boost the NRA with their target audience, and it's hard to see how the press could get worse after this.
I'm luke warm to putting cops in every school. Quite frankly, it smacks of Police Statism, and something in the back of my head is whispering that if the cops are going to be there anyway, and since there's nothing going on (school shootings are quite rare), perhaps Officer Friendly could help out with, say drug searches. This will not play out well - certainly not an improvement over allowing teachers and administrators to carry.
The part about cracking down on violent films and video games is idiotic. Quite frankly, it's Junk Science. AFAIK there are no studies that show a causal effect between games and films on the one hand, and school shootings on the other. We sneer at the gun banners and their magical thinking. This is magical thinking from the NRA. I actually think that LaPierre knows this, but wanted a lightening rod to deflect criticism. If that's the case, then this is breathlessly cynical.
So overall I score this as a wash. Too bad.