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February 17, 2020

NSSF Sponsors Ambassador Academy

NEWTOWN, Conn.—The National Shooting Sports Foundation® (NSSF®), the trade association for the firearms industry, is pleased to announce that it is sponsoring the 2020 Ambassador Academy taking place June 6-10 in Orlando, Florida. This is the second year for the Ambassador Academy, which NSSF also supported in 2019 during its debut. This year, NSSF has provided grants to help offset the cost of attendance for qualified participants.

The Ambassador Academy, the brainchild of champion professional shooter and NSSF brand ambassador Dianna Muller, is designed to help sponsored shooters and other spokespersons for the firearms industry enhance their ability to represent the brands that sponsor them or that have employed them as brand ambassadors in other capacities. On-screen training, seminars designed to maximize social media reach, video editing tutorials and interview coaching are all included, as well as discussions on dealing with hostile media, how to best report social media analytics to sponsors and meeting other sponsor requirements.

“Investing in brand ambassadors is increasingly becoming a significant component of marketing strategies within the firearms industry,” said Chris Dolnack, NSSF Senior Vice President and Chief Marketing Officer. “Because these professionals are not only the faces of the companies they represent but our industry as a whole, it is imperative—especially when our industry and 2nd Amendment rights are under constant attack—that what they do and say is positive, professional and accurate. The Ambassador Academy is designed to put the polish on that, and NSSF is very pleased to be a part of it.”

“Nearly everyone has witnessed the global brand ambassador who swayed popular opinion and returned the investment of their sponsors exponentially—but it’s far easier to remember those who sunk their company’s reputation like the Titanic,” said Muller. “With the current hostility towards firearms manufacturers, retailers, range owners and firearms owners, it is more important than ever to have educated, articulate ambassadors who can effectively engage the public and promote the positive aspects of the shooting sports. We look forward to this year’s Academy elevating the professionalism of our industry’s professional spokespeople to new levels.”

The 2020 Ambassador Academy takes place at the exceptional West Orlando Firearms Training facility in Orlando, Florida. In addition to the educational sessions, participants will take part in 3-Gun, concealed-carry and force-on-force training sessions. Those attending will also be provided with professionally photographed headshots for their portfolios and well as product in use photographs. All brand ambassadors to the firearms industry, including those who are not sponsored to attend by the brands they represent, are encouraged to attend. For more information and to register, click here, then view this video to learn more about what the Ambassador Academy has to offer.


About NSSF
The National Shooting Sports Foundation is the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of thousands of manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers nationwide. For more information, log on to


Media contact:
Bill Brassard
203-426-1320 ext. 212

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