The Brady Campaign and Center to Prevent Gun Violence

Key Tactics

Crisis Communications, Media Placements, and Training


Brady, a gun-control advocacy group, needed to act decisively to advance it’s messaging after a gunman opened fire on a crowd of concertgoers on the Las Vegas Strip in Nevada, killing 58 people and injuring 546.


Proof built a crisis response and media relations strategy to maximize Brady’s reach in a crucial time when the nation’s focus was on gun violence. Proof and Brady distributed press releases featuring the steps Brady was taking in the wake of the tragedy, fielded incoming media requests to secure top-tier placements, and prepared spokespeople for high-profile interviews.


As a result of Proof’s crisis management and media relations strategy, Brady successfully advanced targeted messaging in the wake of the nation’s deadliest mass shooting.

  • Received 3K total media mentions with a total reach of 5.75 billion
  • Secured 73 interview placements across media outlets
  • Fielded over 107 media requests and distributed 9 press releases
  • Top-tier placements included: The New York Times, The Wall Street Journal, CNN, The Guardian, The Atlantic, TIME, CNBC, ABC, USA Today, Salon, Bloomberg, The  Washington Post, The Huffington Post and POLITICO

Las Vegas

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