97Percent invites you to join a focused roundtable discussion on Understanding and Engaging with Gun Owners.

Understanding and Engaging with Gun Owners on [DATE] at [TIME] ET.

This convening will bring together a select group of stakeholders for a candid conversation with people who communicate with gun owners every day, and who have learned, often the hard way, what earns a hearing and what ends the discussion.

The conversation will feature [PANELIST NAME, TITLE, ORGANIZATION], [PANELIST NAME, TITLE, ORGANIZATION], and [PANELIST NAME, TITLE, ORGANIZATION], moderated by 97Percent's [MODERATOR NAME, TITLE]. Each brings a different vantage point on the same problem: [PANELIST CONTEXT, e.g. firearms instruction, law enforcement, retail, veteran outreach, community organizing]. This is a discussion rather than a presentation, built around their experience and the questions in the room.

The panel will take up the practical questions communicators keep running into. Who actually carries credibility with gun owners, and why does the same message land differently depending on who delivers it? Which terms open a conversation, and which ones put people on the defensive before the substance is even reached? Where do well-intentioned campaigns most often go wrong? And how is trust built with a community that has spent years being talked about rather than talked with?

97Percent's research points in a consistent direction on these questions, and it will inform the framing. But the value of this session is in the expertise of the people at the table and what they have learned in their own work.

Together, this conversation will focus on what communicators, advocates, and organizations can apply directly: the language they use, the messengers they choose, and the relationships they build.

Please note: The discussion will be off-the-record and focused on practical insights and forward-looking opportunities. Your perspective would be a valuable addition.

Register Below!