I think the drone industry should focus their message more on keeping men and women out of harm's way and the good that can come by using the unmanned flying vehicles. Their comparison to cars causing 35,000 deaths is an absurd comparison. Cars are made for the purpose of transportation, while drones can have multiple purpose, one of which is isolated missile strikes. Their goal should be educating people on how drones work and the usefulness that can come from them.
I would add, to the PR approach, more plans for the future of drones. They had a good start with their examples of forest fires and missing persons. Who knows, it may become pizza delivery drones. I can't personally give great future examples because I do not work for the industry. Maybe even talk about future regulations regarding drones that would make citizens feel safer.
Whether hobbyist should be able to own a drone is a whole other monster.
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