When the tragedy struck in Newtown, the National Rifle Association (NRA) decided to take down their Facebook page and go dark. In the press conference they just completed, they refused to take questions. In a world filled with conversation, the NRA chose to skip transparency and authenticity … and instead used three time honored strategies of crisis response to help their organization weather the media storm around gun ownership. It would be easier if they stood up and said everyone should have every kind of gun and the 2nd amendment’s stated right to bear arms is irrefutable. But they didn’t.
Instead, the press conference was the NRA’s chance to lay out their brilliantly evil communications strategy in a way that will most likely shield them from long term criticism and sadly move the conversation away from guns. As experts in marketing, it may seem that there isn’t much we can do. Still, the greatest threat to a brilliant strategy is revealing the wool that is being pulled over our collective eyes.
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