By Jay Pinsky

The author with the second of two black bears he killed in Alberta, Canada with W&L Outfitters. 

Earlier this year, I had the privilege of joining Mossberg’s Linda Powell in Alberta, Canada, for my first bear hunt with her and my first industry hunt alongside someone who’s been a mentor and steady resource throughout my writing journey.

When I told Hornady’s Seth Swerczek, who, along with Mossberg and Trijicon, cosponsored the hunt, he just grinned.

“You’re going to be hunting giants,” he said.

He wasn’t wrong. The bears in Alberta were massive. But after a week in High Level with W&L Outfitters, I realized I wasn’t just hunting giants; I was hunting with them.

I’m grateful for the work I get to do in the outdoor industry. As a writer and editor, I understand the unique access and insight this role affords. For many, a day in our world would be a once-in-a-lifetime dream. For me, it’s Monday.

Still, the greatest blessing in this business isn’t what we hunt, the gear we use, or even the places we go. It’s who we share these moments with. And Alberta drove that home, again and again.

Hunting bears with Linda Powell is like racing with Mario Andretti. You feel it when someone’s doing what they love, not just for work, but out of passion. Linda’s love for bears started in childhood, sparked by the black bears of North Carolina and cemented by a Maine black bear being her first successful hunt. That first big game animal would become a lifelong connection. I wouldn’t be surprised if her last hunt is for bears, too.

But Linda wasn’t the only giant in camp.

Trijicon’s trusted contractor, Eddie Stevenson, joined us as well. If you haven’t met Eddie, you should. Not just because he knows Trijicon glass like the back of his hand but also because he’s a devoted hunter, a proud father, and a resilient husband. He’s also a man of deep faith who credits his entire journey to God’s grace. Eddie’s quiet strength and openness reminded me to slow down and be grateful throughout the week. When he described the family culture at Trijicon, it all made sense, and I saw that optics company in a whole new light.

Also in camp was Fred Mastison, one of the most prolific writers in our field. You’ve likely read his work or seen his resume: firearms expert, martial artist, executive protection trainer, military and law enforcement instructor, and more. Spend five minutes with Fred, and you’ll see it all confirmed. But what I’ll remember most isn’t any of that, but his kindness, humility, and quiet attentiveness to everyone in camp. In an industry where egos sometimes outweigh accomplishments, Fred is a rare and refreshing presence.

Then, there was my roommate for the week, Rich Nance. A retired police officer and master firearms instructor, Rich brought wisdom, calm, and empathy to our shared cabin and to my personal bear stand battle. One evening, anxiety got the best of me while I was hunting, and Rich helped me reset my mind. The great ones in our industry don’t just master their craft; they translate it into something others can use. That’s what Rich did for me.

By the end of the trip, I’d taken two exceptional bears, one at 6’6” and another, my biggest ever, at a full 6’9”. Others in camp tagged even larger bears. But the story I felt compelled to write first wasn’t about those trophies.

It was about the people.

Because in Alberta, I didn’t just find big bears.

I found true giants.

In an era of instant opinions and infinite scrolls, reputation is a long game won by consistency, clarity and credibility

By Allen Forkner, vice president of public relations and brand management, GunBroker.com

In the modern media ecosystem, perception isn’t just powerful… it’s perpetual. Social media feeds don’t expire. Screenshots outlive deleted posts. And a well-placed comment can carry as much weight as a full-page ad. For public relations professionals, marketers and brand managers, the playbook has changed. But the goal hasn’t: earn trust, build equity and protect your name.

Over the past two decades, I’ve watched reputations rise and fall on everything from campaign slogans to customer service screenshots. The brands that thrive over time aren’t always the loudest or trendiest. They’re the ones with a steady hand on the wheel and a clear understanding of who they are, who they serve and how to show up with purpose, both online and off.

Here’s how to build and maintain a reputation that can survive scrutiny, scale and setbacks.

Start with the Foundation: Values, Not Just Voice

Before the first tweet, post or press release, a brand must define its values. Not just the words that look good on a website, but the principles that guide decisions when no one is watching. Reputation is earned when brand behavior aligns with brand messaging, especially under pressure.

Your mission statement won’t save you if your customer service, hiring practices or crisis response say otherwise. In today’s transparent world, authenticity isn’t optional. It’s the entry fee. 

Sometimes, this is where an outside agency can help clarity. Often, we are too close to see the reality, and our expertise may not lie in crafting real, believable, true and actionable values. When in doubt, get help.

Make PR a Long-Term Strategy, not a Panic Button

Public relations isn’t crisis management. It’s relationship management. That means investing time, resources and attention into media outreach, stakeholder communication and community building long before a headline goes sideways.

Earned media is still one of the most credible forms of exposure, but it requires a consistent cadence of storytelling. Don’t just pitch when you want something. Build editorial relationships by offering insights, access and expertise that add value beyond your bottom line.

When a crisis hits (and it will) your track record will matter. A good reputation gives your audience a reason to believe your side of the story.

Treat Social Media Like a Front Desk, not a Megaphone

Too many brands treat social platforms as broadcast channels. But the real power lies in conversation, not content. Your audience is talking to you, about you and around you. Are you listening?

Good social media management is equal parts brand storytelling, customer service and community moderation. It’s not just about witty captions or viral trends. It’s about tone, timing and trust.

Train your social team to think like PR pros. Every post is a statement. Every reply is a reflection. Every share is an opportunity to reinforce (or damage) the reputation you’re trying to build.

Own Your Mistakes Before They Own You

Mistakes happen. What matters is how you respond. The brands with enduring reputations don’t hide behind legalese or silence. They acknowledge the issue, communicate clearly and fix it publicly.

In the age of screen grabs and citizen journalists, delay is dangerous. A good response doesn’t require all the answers. It requires sincerity, transparency and a commitment to action.

Reputation repair starts with accountability. It ends with change. Audiences don’t expect perfection, but they do expect integrity.

Let Your People Be Your Proof

Influencers matter. Ambassadors help. But no one speaks for your brand like your employees, partners and longtime customers. Give them the reasons and tools to advocate for you authentically.

Whether it’s resharing user-generated content, inviting employees to speak at industry events or highlighting real success stories from clients, the more voices you include, the more credible your brand becomes.

In today’s connected world, third-party validation beats self-promotion every time.

Consistency Is the Ultimate Competitive Advantage

Campaigns will come and go. Platforms will rise and fall. But reputation is cumulative. You don’t earn it in a quarter. You earn it by showing up with consistency in every interaction, every channel, every decision.

The brands we trust most — from niche innovators to household names — all share one trait: they don’t surprise us. We know who they are, what they stand for and how they respond.

That kind of reputation isn’t built in a brainstorming session. It’s built over years of careful alignment between what you say and what you do.

Final Thought

Reputation isn’t an asset you own. It’s one you lease. And friends, the rent is due every day.

If you want to earn and maintain a good one, start with values, speak with clarity, act with integrity and keep showing up. Because in this business, what people say about you when you’re not in the room still matters. And now, it’s probably being posted too.

2024-2025 Voice of Leadership Panelists
Rachel Barringer - Marketing & Digital Manager, Blaser Group
Allen Forkner - Vice President Public Relations & Brand Management - Gunbroker.Com
Cassie Gasaway - Outdoor Content Creator & Freelance Writer
Jeff Rawlinson - Vice President, National Archery in Schools Program
Tom Ryle - Sales and Marketing Manager, State R3 Lead for Washington Department of Fish & Wildlife
Taylor Schmitz - Director, Federal Relations, Congressional Sportsmen's Foundation

Facilitators
• Peter Churchbourne, Managing Director, NRA Hunting Division and Hunter Leadership Forum
• Jim Curcuruto, Executive Director, Outdoor Stewards of Conservation Foundation
• James "Jay" Pinsky, Editor, The Hunting Wire & Archery Wire

The Voice of Leadership Panel is an appointed group of outdoor industry leaders who have volunteered to contribute their voices on crucial hunting and outdoor recreation issues to inform, inspire, and educate participants within our community.

By Dan Larsson

William F. Cody, Chief Iron Tail, and Mike Russell (lower left front) with a hunting party of Native American and European American men holding rifles in a snow covered wooded area. Handwritten caption, "The life I love. Camp head of Shoshone river Wyo. Nov. 20th 1901. W. F. Cody." MS 6 William F. Cody Collection. P.69.1062

It is a pleasure to meet someone with a fantastic mind full of firearm information. I am ecstatic about adding Danny Michael to my short list of firearm experts. Throughout our conversation, I had the opportunity to ask questions about different guns and history. There was no hesitation, Danny answered all my questions without needing reference. He is a rare human. I learned several things I did not know about lever action rifles as it happened in our history. Maybe this is why he is the curator at the Robert W. Woodruff, Cody Firearms Museum in Wyoming.

Danny grew up on a farm and has a history with firearms. His grandfather had a Marlin model 336 lever action that Danny’s brother used so he didn’t get the time with these rifles early in life. As he has grown and learned more about historical lever guns, he has gained respect and fascination for them and specifically some of Theodore “Teddy” Roosevelt’s favorite hunting guns.

I learned about the early ideas and models that have led to our current designs and lever technology. That there were about 10 years where the viability of a “lever action” firearm was a bit touch-and-go. Early models included Hunt, Jennings, Smith and Wesson, and Henry lever actions. The more modern versions became the Winchester and Marlins rifles amongst a few others. John Browning played a significant part in the design process as the lever action became a history that lives to this day.

I asked Danny about his thoughts as to the lever action being America’s unique action. He agrees with this statement as the origins of this action are primarily based in the United States, even more so than the origins of the Kentucky rifles used early in our country’s history. The lever action rifle has its origins and development almost solely in the U.S.A. One exception may be Oliver Winchester’s one-off lever action shotgun he conscripted to be built in what we think was Paris, France. This shotgun now resides in the Cody Firearms Museum. One little-known fact is that Winchester depended on the Smith and Wesson toggle link technology in their early guns until 1876.

Danny’s study of history does not back up the Hollywood-promoted idea that the lever action was the “Gun that won the West.” There were many different firearms in use as non-native exploration and settlement of the West came to be. Historical photographs show many different rifles and few of them are lever actions. At the battle of the Little Big Horn, they found empty brass casings from lever action rifles, but these were more likely from the Sioux than the cavalry. The U.S. government had rejected the “new” Winchester 1895 design and opted to stick primarily with the single-shot Springfield trapdoor.

One bit of information Danny shared with me was about Winchester’s 1895 lever actions at the beginning of World War 1. As the war spun up, many countries came to the U.S. to buy firearms to take into battle. This included the Allied powers and Russia. Winchester worked out a deal with Russia to produce 300,000 1895’s in 7.62x54R. This is a bit ironic as they only sold 100,000 1895 rifles in the U.S.

Danny Michael is the curator of the Robert W. Woodruff, Cody Firearms Museum

Here are a few questions I asked Danny:

What personal lever action rifle is your favorite?

Danny is putting together a suppressed 1895 Winchester in 30-06. His inspiration for this comes from the packing list of the rifles Teddy Roosevelt took with him to Africa during his big expedition with Kermit. Teddy was a fan of suppressed rifles and had a few Winchesters that were factory-threaded for a suppressor. In those days, the rifle was roughly $40 and the Maxim suppressor cost around $7. The Maxim suppressor was offset below so the shooter could sight over it. Teddy was the first person of fame to hunt with suppressors.

What are your favorite lever actions at the Cody Museum?

Danny’s favorites include Buffalo Bill’s 1873 Winchester, Annie Oakley’s two 1892 Winchesters (one engraved and one gold plated), Roosevelt’s 1895 Winchester, and Oliver Winchester’s one-off prototype lever action shotgun built in France.

What should readers know about the Robert W. Woodruff, Cody Firearms Museum?

• The Cody Museum has over 4,000 guns on display dating from cannons to our present-day firearms.
• Plan a trip to Yellowstone and stop at the museum which is off the East edge of the park on Highway 14. The Museum is open all year round.
• There is a “Cody Firearms Experience” in Cody Wyoming where you can shoot several lever guns.
• The museum holds many of the manufacturing records for Winchester, Marlin, and Savage lever actions. If you call them, they may be able to tell you who originally sold the firearm, and possibly the date of manufacture. For the Savage 99’s, the museum holds the records somewhere until the 450,000 or 500,000 serial numbers.

Inspiring thoughts about lever action rifles?

“There is something very satisfying about working a lever action rifle. It feels good in the hand.” Danny is inspired by the history of the lever action and its uniquely American history of development. He thinks putting one to use through trigger time will inspire a love of the lever gun in you!

NSSF is proud to announce the return of the U.S. Concealed Carry Association (USCCA) as Presenting Sponsor of the 2025 NSSF Range-Retailer Business Expo, taking place July 16-17 in West Palm Beach, Florida.

In collaboration with Bone Collector’s Michael Waddell and Nick Mundt, this groundbreaking alliance signals the launch of a next-generation initiative redefining what it truly means to “Feed Your Wild Side.”