Why the NRA Blew It Regarding Newtown

Wayne LaPierre, the head of the National Rifle Association, made a fundamental mistake when responding to the massacre in Newtown CT last week. He used an understanding and an initiative conversation when he should have used a closure conversation.

Rather than use a closure conversation to acknowledge the magnitude of the tragedy, appreciate the shock, suffering, and heartbreak of the families and community, or offer any real condolences, he went right to attempting to explain, justify, and rationalize why Newtown had nothing to do with him or the NRA. Where people were looking for closure and some acknowledgement that perhaps it was time to step back and think newly about assault weapons, LaPierre offered only his arguments for why guns were not the problem, but that video games, Hollywood, and “bad people” were. And then, using an initiative conversation, he proposed putting more guns in schools.

It is no wonder people are upset and shocked by LaPierre’s response. He committed the same mistake many leaders do – they misuse the four conversations and are then surprised by the result. LaPeirre failed to provide any sense of closure, making both him and the NRA seem cold, detached, and out of touch with reality.

I suspect the public response would have been much different had he used only a complete closure conversation.

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