In the messaging shootout, teens are beating the NRA

By Jayne O'Connor and Jon Shure For communications strategy to stay effective, it has to adapt to swings in public attitudes and perception. We're seeing a good example of this as opponents of reasonable gun regulations retool after the Feb. 14 mass killings in Parkland, Florida, and the unprecedented success that surviving students are having in getting attention for their views and reshaping the nature of the debate.