A Girl & A Gun CEO Robyn Sandoval Urges Firearms Media to “Become the Source” at AMM-Con

Presentation ahead of the Gun Rights Policy Conference showed how original reporting can reach new audiences and give journalists credible information to cite

Dallas, TX (AGirlandAGun.org) — Robyn Sandoval, President and CEO of A Girl & A Gun, presented “Stop Chasing Traffic. Become the Source.” at AMM-Con, the gathering for Second Amendment journalists, podcasters, and other media creators that kicked off the Gun Rights Policy Conference (GRPC).

AMM-Con gives independent firearms media a place to strengthen their work and connect with others covering the Second Amendment. That work matters beyond the conference. For years, journalists and podcasters in this space have answered practical questions and covered stories that received little attention from mainstream outlets. As those efforts become more organized, their reporting also gives a broader range of media credible sources and evidence to draw on.

Sandoval’s message was that firearms media can help drive traffic by publishing information their audiences are already seeking, especially information they are uniquely able to collect. She shared how A Girl & A Gun used member experiences, surveys, and observations from its events to produce articles that reached people beyond its membership.

“One A Girl & A Gun article introduced about 43,000 new visitors to our organization,” Sandoval said. “The article did not break news or manufacture controversy. It answered a question using information we were uniquely positioned to collect.”

The article, “Women’s Favorite Handgun Brands in 2025,” received more than 55,000 views during the period Sandoval reviewed. She also shared A Girl & A Gun’s “What Women Really Use” Gear Report, which drew on more than 700 Gear Checks at its National Conference. These examples showed how information collected through an organization’s regular work can answer questions for readers, manufacturers, and journalists.

For A Girl & A Gun members, Sandoval’s presentation was an opportunity to make their experiences visible beyond the range. The questions women bring to training, the products they choose, and the skills they work to build offer valuable insight into the firearms community. By sharing those findings with journalists and podcasters, A Girl & A Gun is helping ensure that coverage of women gun owners reflects women’s own voices and experiences.

Sandoval encouraged presenters and reporters to look closely at the questions their audiences ask repeatedly, then document what they find. She urged them to publish their methods alongside original findings so others can judge what the numbers mean and cite them accurately.

“If you want other creators, journalists, or manufacturers to cite your findings, give them what they need to verify it,” Sandoval told attendees.

She also showed how useful articles can introduce a firearms organization to people who have never heard its name. In the 12-month period reviewed, organic search accounted for 46.4% of A Girl & A Gun’s new users, compared with 8.3% from organic social media. Sandoval encouraged media creators to answer readers’ questions clearly and give interested visitors a useful place to go next.

“The traffic was the result. The information was the asset,” Sandoval said.

A Girl & A Gun publishes its research and resources at AGirlandAGun.org. Sandoval invited journalists covering women gun owners to use the organization’s published findings and contact its leaders for interviews.

About A Girl & A Gun
A Girl & A Gun is a women’s firearms training organization offering education, recreation, competition, and community through chapters and training events across the United States. Learn more at AGirlandAGun.org.