NRA's New Practice-Shooting App a PR Fail: Not Only Was the Free App Unveiled On the One-Month Anniversary of Newtown, But It's Been Deemed Appropriate for 4-Year-Old Kids

The National Rifle Association has seemingly challenged its PR reputation to a duel. It’s bad enough that the organization unveiled its new target-shooting app on the one-month anniversary of the Newtown tragedy — but the group has stirred up some additional controversy by deeming the app suitable for children ages 4 and up, the same age as the 20 children murdered last month. And this on top of the vocal criticisms the group had about the video game industry in its comments afterwards.

"NRA: Practice Range," available free in the iTunes app store, allows players to shoot at coffin-shaped targets in indoor or outdoor settings. For $.99 extra, players can upgrade their gun to a pistol grip Mossberg or a semi-automatic sniper rifle. The game says it is a licensed product of the NRA, Yahoo News reports.

According to the description on iTunes, the game is intended to instill "safe and responsible ownership through fun challenges and realistic simulations." And because it contains "no objectionable material," per iTunes’ rating system, it’s suitable for children as young as 4. Apple employees vet applications before they are included in the store and approve age ranges for games. In between shooting, the game also dispenses gun safety advice, like to wear protective eye gear, Yahoo reports.

The game’s timing has sparked some backlash. The NY Daily News, for one, wrote in a cover story this week that that the game "spits on the graves" of Newtown victims, reports Yahoo News writer Liz Goodwin.

2 Comments

  1. Anon good mouse January 17, 2013 Reply
  2. Anonymous March 26, 2013 Reply

Add a Comment

Your email address will not be published. Required fields are marked *

PR Biz Update PR Agency News PR People Marketing Trends
studio still life of four cog-wheels
Internal Comms: Work-Life Balance Now Linked to Employee Engagement, Motivation and Job Satisfaction, APA Study Finds

Contrary to popular belief, work-life balance and work flexibility issues aren’t...

business folder with label training
It's Time for Digital Pros to Go Back to School: Lithium Opens Registration for New Social Response Certification Training

A recent study shows that customers’ expectations are pressuring business leaders...

pope-long
Pope Francis’ PR Pulse: As His U.S. Visit Nears, Pope Viewed Favorably by Americans—Depending On the Media Sources They Follow

With Pope Francis visiting the United States later this month, a...

Thought Leaders On Deadline
mcwhopper
McFlop? Nope—Burger King’s Snubbed PR Stunt Still Kinda Worked

By Hartley Butler George, Media Research Analyst, MediaMiser When Burger King...

rich-kahn-350x290 (1)
Building a Good Crisis Management Strategy

By Rich Kahn, CEO, eZanga.com Not all news is good news,...

business people meeting in office.
Measuring Employee Engagement: The Best Metrics for Getting Started

By Abbie Reedy, “The Conjurer of Content,” Heroic Search During the...

PRtools-pics3
Media monitoring and analysis

Current clients, please login here. Would you like to reduce the...

PRtools-pics
Inside Health Media

Current clients, please login here. Top pharmaceutical companies, hospitals, healthcare PR...

PRtools-pics2
MediaPro: Bulldog Reporter's media database

Current clients, please login here. Do you need precisely targeted press...

PRtools-pics4
Blogger Lists

These blogger lists are guaranteed to increase your chances for scoring blockbuster...