The National Rifle Association (NRA) and other gun rights groups are launching a major public relations blitz to push back against President Obama’s new executive actions on guns.

The offensive includes a series of videos, newspaper ads and email alerts from the NRA, the Gun Owners of America and the National Shooting Sports Foundation in an effort to swing public opinion against the measures.

The gun lobby hopes to rebut Obama, who cast the actions as reasonable steps to prevent senseless gun violence. They also hope to make the efforts politically unpalatable for any candidate that may back them in the 2016 election.

Obama kicked off the year with his push for gun control, announcing actions expanding background checks and toughening enforcement of other federal laws at an emotional White House event. He followed days later with a high-profile gun town hall hosted by CNN, where he faced some gun advocates directly.

http://thehill.com/regulation/266781-gun-groups-launch-blitz-to-counter-obama