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.

We've updated our Privacy Policy. Read the updated policy →

PR Biz Update PR Agency News PR People Marketing Trends
Brand engagement, business technology, digital landscape, Digital marketing, Marketing, marketing relationships, marketing skills, marketing technologists, marketing tools, Pr, Project management, Public relations, Racepoint Global
Why Marketers Need to Speak the Language of Digital: The Changing Role of Marketers in the Digital Landscape

Digital marketing has moved into the mainstream. Its impact is being...

Woman wearing tears of joy emoji masks while looking at her phone. Image created by mix of photography and CGI.
Poop Emoji or Smiley Faces? New Workfront Survey Unveils How Office Workers Really Feel About Work

A survey released this week by enterprise work management solutions firm...

Closeup of male hand holding telephone receiver while dialing a telephone number to make a call using a black landline phone. With retro filter effect.
Customer Service: The Good, The Bad and The Ugly—How Your Brand Can Stand Out for the Right Reasons

70% Would Contact a Company Following a Good Customer Service Experience...

Thought Leaders On Deadline
Apollo program, community relations, Jeremy Sutter, Marketing, NASA marketing, NASA PR, Pr, PR blast from the past, PR innovation, PR technology, Public relations, social media trends
PR Blast(off) from the Past: How NASA’s Apollo Program Shaped Public Relations and Innovation

By Jeremy Sutter, Business Writer July 20,1969. The nation sat fixed...

brand endorsements, brand responsibility, CenturyLink, Hofstra University, Lawrence Herbert School of Communication, Marketing, NFL player protests, NFL protesters, Pr, Public relations, Victoria Geyer Semple
Brand Responsibility Perspectives: When Athletes Protest, Endorsers Should Listen

By Victoria Geyer Semple, Associate Professor, Journalism, Media Studies, and Public...

Barcelona Principles, Christine Perkett, Marketing, Measurement Month, PerkettPR, Pr, PR analytics, PR benchmarking, PR Measurement, Public relations, SeeDepth, share of voice
What’s the Buzz Surrounding Measurement Month?

By Christine Perkett, Founder, SeeDepth As PR pros, we hear the...