#6: RECOGNIZE THAT YOUR AUDIENCE HAS BROADENED.
A high-profile gun violence incident temporarily draws more people into the conversation about gun violence. It opens the eyes and ears of folks who, in more “normal” circumstances, don’t pay much attention to the issue of gun violence prevention. (A parallel is the expanded audience that relief groups have when a tsunami or devastating hurricane hit.)
That means we should seek out opportunities to engage these newly accessible audiences – through mainstream media appearances, online outreach, and other channels. But, it also means we have to be alert to the differences in talking to our established base and to the “uninitiated.”
When talking to our base, the emphasis should be on the need for urgent action to respond to the crisis at hand. We’re picking up a long-running conversation with a special focus and intensity.
But, when talking to broader audiences, we want to make sure we meet them where they are. That means emphasizing emotion over policy prescriptions, keeping our facts and our case simple and direct, and avoiding arguments that leave people thinking they don’t know enough about the topic to weigh in.