Only once in my crisis-counseling career have I advised a client to just stay quiet. Say nothing. Don’t return media calls. It was an organization accused of something, and they knew worse was likely to be disclosed. Nothing was going to help — not getting out in front of it, not giving a short, straight explanation, not an apology. They just had to keep their heads down and take a beating.
Usually the communications advice in a crisis is to say something, even if it’s just to say “We’re looking into this and will get back to you.” (I am not one of those who advises people to mouth that empty cliche, “We take this very seriously…” — Well, duh, what are you going to say, “Nah, we don’t really care”?) The advice is usually to get your point of view in the mix as soon as possible.
The National Rifle Association has kept its head down since the shootings in Connecticut. Not a word. Not a reply to reporters’ calls, according to The New York Times. No tweets, no website comment for several days after the shootings. Don’t even return reporters’ calls? That’s a no-no in our business. But, really, what could they say?
Now there is a post on NRA.org that says the organization was allowing time for mourning and that the four million NRA moms, dads, sons and daughters were “shocked, saddened and heartbroken” by the tragedy. Then: “The NRA is prepared to offer meaningful contributions to help make sure this never happens again. The NRA is planning to hold a major news conference in the Washington, DC area on Friday, December 21.”
Stay tuned. In the week since the shootings, the weather has changed for the NRA. Politicians are starting to find their spines. Some reasonable forms of gun and bullet control, once passed and then rescinded, may return as public horror and anger grow. Brian Lambert’s take on leadership in his most recent post lays out the issues well. Leaders at many levels — city, state, federal — are stirring.
But follow the money. The NRA can stay silent in public but speak with their dollars in elections. That’s their MO. A story in Tuesday’s New York Times shows how they take out legislators who are insufficiently loyal to their view of the Second Amendment.
But money cuts both ways. Pressured by the California teacher’s pension fund, Cerberus Capital Management, a private equity fund that owns several gun companies, is selling them. “The move by Cerberus is a rare instance of a Wall Street firm bending to concerns about an investment’s societal impact rather than a profit-at-all-costs ethos,” the Times reported. Some public employees don’t want their pension money supporting 30-bullet magazines. Way to go.
The NRA has been speaking softly and carrying a big stick. Maybe, this time, at last, their voice, and their money, will be overwhelmed by the voices of little children, eloquent in death.
— Bruce Benidt
(Photo from guardian.co.uk)