Handling Q&As With The Press

Written By Massad Ayoob

2021

In the past year, several million first-time gun buyers came to stores like yours. They found out firsthand they had been lied to about purchasing guns, being told “buying a gun is easier than buying a book” and similar falsehoods. Now, they know the truth — thanks to you and your team.

Wouldn’t it be nice if you could pass this education on to thousands and thousands of people in your area all at once?
You can. Here’s how.

The Media Scene

Print and digital media, whatever position their publishers and producers may take on the issue, know their readers, viewers and listeners expect them to interview people on both sides of controversial topics. It’s why stories on gun control usually include some commentary from people in our industry, if only as tokens. For local media, there’s no reason for that spokesperson not to be you, or a carefully chosen member of your staff.

How to get there? Well, you know the common saying, “If you build a better mousetrap, the world will beat a path to your door.” What’s left out of this old saw is, “The world needs to know you have a better mousetrap, and needs to know where the path to your door is.”

So first, familiarize yourself with talk show hosts and reporters, particularly investigative reporters, in the local media. Then, reach out to them: An email will stay on file with them longer than their memory of a phone call, but there’s no reason you can’t do both. Let them know you’ve been reading and hearing reportage on the rush on gun purchases, the ammunition shortage and pending legislation (local, state and federal). Tell them you’d be happy to give the industry side of things anytime they like, and they’d be welcome to visit your shop.

4 Common Questions, 4 Effective Answers

Those of us who get interviewed by the media on these topics know — often — our comments are edited. I’ve found short, pithy comments are more likely to see the light of day in print and broadcast alike. “Sound bites” are powerful. They should be fairly short, as their name implies. They should embody common sense. Above all, they should make people think.

Let’s look at some examples.

1. “After all, isn’t the Second Amendment about the National Guard?”
Answer: “The Supreme Court of the United States is the arbiter of the Bill of Rights, and 2008’s Heller v. District of Columbia decision clearly ruled the right to keep and bear arms is in fact an individual right. Remember when the Bill of Rights was written, the Revolutionary War was fresh in the minds of those who crafted it. At the time of the Revolution, a National Guard would have been Tories loyal to King George and duty bound to crush the revolution and kill American colonists. Does anyone seriously think that is what the Framers wanted to empower?”

2. “We register automobiles, why shouldn’t we register guns?”
Sound bite answer: “Because no politician has indicated a desire to confiscate our cars. Historically, gun registration has led to confiscation — often without compensation. Joe Biden and Beto O’Rourke promised they were ‘coming for our AR-15s,’ etc. The AR-15 is the most popular rifle in America today.”

3. “People say they’re buying guns and ammo for self-defense because they’re afraid. Doesn’t this make you a fear merchant?”
Answer: “We don’t sell fear. We sell the antidote to fear: The tools to protect oneself and one’s family. The media has told the public police won’t be able to protect them because (a) politicians are clamoring to defund law enforcement; (b) cops will catch COVID-19 and be out sick for at least 14 days, along with every other officer they’ve been in contact with; and (c) because police will be busy handling riots and looting and protests. People are buying guns to protect their families for the same reason they’d be buying more fire extinguishers if the media had warned them firefighters won’t be able to protect them because they’re going to be defunded, etc. Does this make you in the media ‘merchants of fear?’”

4. “Why do you oppose waiting periods for gun purchases?”
Sound bite answer: “Ask a woman who has become a stalking victim overnight how long she should be helpless in a world where police departments can’t station a cop at every door.”

Humor’s Value — When Used Well

A laugh helps to ingrain the message of a sound bite, so don’t be afraid to inject a little humor when you get the opportunity.

Take, for example, this common question: “What do you say to the anti-gun spokespeople who suggest your customers buy guns to compensate for sexual inadequacy?”

Suggested answer (best delivered with a quiet chuckle): “If that were the case, none of my customers would have bought a gun with a 2″ barrel. And how do the folks who make those remarks square their statement with the well-documented fact more women are buying guns today than ever?”

Business Questions, Businesslike Answers

Some of your questions will be timely and straight about business instead of philosophy. Logical answers are in order.

Question: “Why are guns in such short supply now?”
Answer: “In first quarter 2020, authoritative voices speculated the pandemic would greatly restrict supply lines for essentials like food, leading to mass civil unrest and police would be stretched too thin (with their own ranks thinned by the virus) to be of much help. Democratic presidential candidates were all promising to ban assault rifles and full-capacity magazines. Naturally, the public perceived it as a last chance to optimally arm themselves. This was exacerbated by the social unrest and protests, and by the early release of convicted criminals due to COVID-19.”

“Sound bites” are powerful. They should be fairly short, as their name implies. They should embody common sense. Above all, they should make people think.

Question: “Why is ammunition almost unobtainable now?”
Answer: “For the same reason toilet paper and masks became almost unobtainable in the early days of the pandemic. Between the pandemic and the rioting, millions of people became first-time gun owners. They needed enough ammunition to learn to shoot, and of course, some to have on hand for personal protection. At the same time, our regular customers who usually bought ammo by the 50-cartridge box were buying by the 500- or 1,000-round case, and serious sport shooters who bought by the case were buying 10 or more cases at a time. Vista Outdoor, which has Federal Ammunition, CCI, Speer and now Remington Ammunition in its portfolio of brands, estimates it will take more than a year to catch up on what are now billion-dollar backorders.”

Be A Conduit Of Truth

We could go on — and will be happy to, if you suggest it to the editor — but you get the idea. We encourage you to educate your community by reaching out to local media and taking the opportunity to spread the truth about these critical life-or-death issues.

We’ll open up Ayoob’s offer to our readers: Want a continuation of this topic in the future? Let us know!

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