This is an important issue, and our interests are better served if we don't ignore it.
There are several categories of people we impact by our image:

1)Many people are simply frightened by the thought or sight of a person with a gun. This kind of reaction will never be soothed by PR and any energy we spend in that direction is wasted. The only thing we can do with respect to this type of person is be as invisible as possible.

2)People in the middle don't care about us much as long as we don't make trouble. PR can help us a little with these types, we might get their support at key times if they perceive us as responsible.

3)People who can have a direct influence on our rights to own guns and shoot them. Lawmakers, public officials, forest managers etc. PR can make a big difference to us with these. Appearing reasonable, responsible, approachable, visibly taking part in cleaning up and trying to run safe shoots.

I'm sure there's more to this, it's just a first cut. I'd say most of our PR energy should be directed at group 3, with at least a mind toward showing group 2 our best side.
2C