People are not understanding the issue here. That press conference wasn't for the 45% of Americans who own guns, they've never held a press conference like that for us before. That press conference was for the 55% of Americans who don't own guns, and that response was abysmal and tone-deaf to non-gun owners.
And before you say to hell with the anti-gun crowd, not all non-gun owners are anti-gun owners, there is a wide spectrum, just like there is a wide spectrum of gun owners, from the ardent 2A believers to the gun owners who are in favor of an AWB.
That message needed to be crafted for non-gun owners to show that the NRA understood the issue, and would work with those in power to do what is best for the country. They didn't have to mean it, but they had a chance to reach an audience they don't usually speak to. Market yourself. Don't draw a line in the sand and cling to your guns, painting the perfect picture for the media to show. The headlines were overwhelmingly critical, and it was as much the NRAs fault as it was the mainstream media hype