Meet Niki Morrison, director of marketing and public relations at “Hook & Barrel” magazine. She’s fulfilled multiple creative and marketing roles in various organizations, as well as creating content as a travel and adventure writer. In addition to her job at Hook & Barrel, she’s also a Texas-commissioned personal protection officer and the founder of the Sure Shots ladies’ gun club and former magazine of the same name.
“Growing up back in suburban New York, my parents were competitive shooters and we had a secret shooting range in our basement. Guns were the norm around our house,” Niki writes. When she was 17, Niki moved to New York City to attend an art university, after which she held a role in the art department at a Madison Avenue advertising agency. During her time in NYC, firearms were not part of her life.
In 2005, she moved again, this time to Texas. Niki readily jumped back into outdoor and firearms culture and applied for her concealed carry license. It wasn’t long before she founded Sure Shots Women’s Gun Club, focusing on educating women from any background on firearm safety and shooting. Firearms and the great outdoors have been a staple in Niki’s career ever since.
In her spare time, you’ll find Niki seeking out new adventures and experiences. She’s a PADI-certified Open Water Diver, and true to her love of adventure, Niki’s first-ever ocean dive was an 85-foot wall dive. Niki adds, “I’m a huge rodeo enthusiast — I’ve even gone to rodeo school and ridden a bull (twice!).” At home, she and her husband rescue and foster Great Pyrenees. So far, they’ve fostered 22 dogs and look forward to continuing to help as many as they can. Read on for this enterprising woman’s answers to our six Gal Gab questions, and check out her classic giant-felling tactic.
What does a typical day in your work life look like?
What I love most about my role as director of marketing and public relations at Hook & Barrel is that no two days are ever the same. Sometimes I’m at my desk writing press releases or creating banners for our site; other times I’m flying across the country to attend a music event or host an industry party. Some of my favorite days are spent on the range, testing the latest and greatest guns to write reviews.
What is the #1 piece of advice you would give to other women who want to break into your industry?
Show up curious and ready to learn. When I founded Sure Shots, one of the first women’s gun groups in the country back in 2011, everyone I reached out to in the firearms industry – men and women alike – was incredibly welcoming. Joining Hook & Barrel has shown me the hunting industry is just as open and supportive, and it’s been amazing to see that same welcoming spirit extend into this space.
What motivates you?
I’m motivated by new experiences. Exploring different challenges and environments fuels me, and I’m fortunate to have built a life where I’m always looking forward to the next adventure—whether that’s rounding up 1,400 bison on a press tour in South Dakota or scuba diving in far-flung destinations on vacation. The mix of adventure, learning, and connection with the people involved keeps me energized and constantly pushing forward.
What is the most unexpected thing you’ve learned while working in your industry?
I’m surprised that over the past decade the firearms industry still hasn’t convinced Hollywood to consult us! How many times do we have to watch movies where characters fire endless rounds without changing magazines, use guns that don’t exist, or blow someone back in the air with a single shot? It’s wild how far off Hollywood can be from reality, but it’s also a reminder of how much fun it is to share our expertise.
What is your favorite product in the outdoors or shooting market right now?
I recently reviewed the Laugo Alien, and I loved how it feels to shoot. It’s comfortable, intuitive, and extremely innovative. It’s one of those products that just makes the shooting experience more enjoyable, which is why it stands out to me right now.
Let’s have some fun … what weapon would you use to battle a giant?
A banana peel. The bigger they are, the harder they fall!
Follow Niki Morrison on LinkedIn and Instagram.
The Women's Outdoor News, aka The WON, features news, reviews and stories about women who are shooting, hunting, fishing and actively engaging in outdoor adventure. This publication is for women, by women. View all posts by The WON
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