THE SIMPLE TRUTH

The Real Face

When dealers show media the real face of our industry, we all benefit.

oday a growing list of frontline firearm retailers and ranges are willingly doing interviews on their local TV stations. This, along with an ever-growing list of other media and promotional outlets, is helping our industry show its true self to the world in a positive way like never before.

There was a time, however, when media would never come close to a business in our world unless it was something they would call “newsworthy” (in other words, something ugly). This was bothersome to me because I felt dealers were a positive force for good in their communities. So, I decided to see if I could change the rules of the game.

In 1981 broadcast TV (not cable) was the source for news and entertainment. Back then newspapers were also strong and typically dove deeper into matters than a time-constrained TV news feed could. My wife, Jayne, and I grew up in this world and understood (at least a little) its power and reach. Knowing full well we had nothing of which to be ashamed, we desperately wanted to tell our story.

But how?

I can laugh about this now, but what I did was every bit as naïve as it was cunning. I targeted the local ABC News affiliate, which was our highestranking station at the time. I thought a call from me directly from the store would be a dead end, so I went to a pay phone near the store and called the news department. In my best Oklahoma hick voice, I said how much I loved the station and, specifically, the news folks. I then asked if anyone there had bothered to see if this new gun range in town was safe. “I think the name is H&H Range.”

I then hung up and ran back to the store. To my utter amazement, in less than an hour a news crew pulled up to the store. They walked in, cameras rolling. I acted surprised, but was very open and enthusiastic about showing them around. They had some very good questions, and I answered each and every one.

They got excited as it went along, and I was able to get them to even shoot on the range for the story. That story ran the cycle (every news show for 24 hours). Soon, the other networks came to us and did the same kind of thing. The CBS affiliate set an appointment to come in on Christmas Day. They encountered a mother and son who just happened to stop by (actually, I called them and begged them to come in) and filmed and interviewed them on the range.

These TV stories all showed how special, unique, and humanistic the shooting sports could be. Having a mother and son at a gun range was not at all what the reporter expected, which just added to the special feel of the story.

One of the reasons I went to all this trouble to secure favorable media coverage was to show the real face of the industry. When I looked at the guests who were coming in to shoot, take classes, and buy guns and accessories I realized these were the same folks Jayne and I saw at our shopping malls. These new folks were the future of our industry, and we needed to provide them with exceptional service and a welcoming atmosphere, things that were in short supply at many gun stores back then. I believed then (as I do now) that positive media coverage could encourage more people to walk through the door.

As a result of our efforts, we became the face of the industry on TV, print, and radio. Can you believe that?

Most media people had a stereotype in mind when they pictured a typical gun owner and a

Ttypical gun dealer. But here I was, a short (and sort of round) person who was clean shaven, had all his teeth, married outside the family circle, and spoke fairly well, who was now a voice for safety, correct facts, and the beauty of the shooting sports. Over the next three decades we did thousands of news interviews. Some of those included national outlets, CNN, CBS, NBC, ABC, The Wall Street Journal, Fortune, and Inc. We also conducted interviews with local newspapers as well as industry magazines. Over the years many of the reporters became shooters. If they moved on to another market, they would reach back to us to get clarifications on a story on which they were working. We wrote up a guide that explained how to handle and secure positive news coverage and shared it with other dealers. That led to a media training program done with and through NSSF. Working with mainstream media, many of whose members have no working knowledge of firearms and our industry, can be frustrating. Positive coverage doesn’t happen by accident. It takes a lot of time and effort. (And, yes, I do understand that some news outlets simply refuse to see the real face of our industry.) But this investment can yield a big payoff. The Simple Truth is dealers are the face of the industry. And we have a great story to tell.

Working with members of the mainstream media, many of whom have no working knowledge of firearms, can be frustrating. Positive coverage doesn’t happen by accident. It takes a lot of time and effort. Author bio: Miles Hall was founder and president of a multi-million-dollar firearms retail store and gun range in Oklahoma for 36 years. He is now a senior advisor helping FFLs around the country run more efficient, profitable businesses. (HallnHall.com)