L1 - Communicating Space Flashcards
What are the goals of NASA’s “New Approach” to communicating space?
- Build greater public support of NASA’s mission and activities
- Make Agency communications more participatory
- Change communications behaviour within the
Agency
What 3 things should NASA do in their “New Approach” to communicating space?
- Demonstrate their role
- Illustrate its relevance
- Engage
How should NASA demonstrate its role as part of its “New Approach” to communicating space?
It should use message components:
- Science
- Economic
- Security
- Leadership
How should NASA demonstrate its elevance as part of its “New Approach” to communicating space?
NASA should highlight:
- The importance of space to America’s economy
- Benefits brought to people by NASA’s technology
What are the good/bad points for NASA in terms of public perception?
- Very good brand image (high 76%)
- Public has little specific knowledge
- Low understanding of relevance
Describe the demographics of who is interested by space.
Pourcentage of people interesting in space.
- Age 18-24: 38%
- Age 25-44: 50%
- Age 45-64: 81%
- Age 65+: 38%
What is NASA’s “New Approach” communication tag line?
Nasa explores for answers that power our future.
What message should go to what audience? (pyramid diagrams)
What equation is derived from NASA’s “New Approach” to communicating space?
Inspiration + Innovation +Discovery = Future
What is NASA’s key message in science?
NASA powers discovery that enables us to learn more ourselves, our world and how to manage and protect it.
What is NASA’s key message in economics?
NASA stimulates the economy and makes America more competitive by creating new jobsn new markets and new technologies.
What is NASA’s key message in security?
NASA provides a quality, shared and peaceful activity that unite nations in pursuit of common goals.
What is NASA’s key message in leadership?
NASA enables the United States to lead the way towards expanding the boundaries of the last human frontier.
What outreach strategies have been developped by NASA?
- 50th anniversary of NASA (2008)
- NASA future forums
- NASA Lecture Series (with US National Press Club)
- Web‐based Public Service Announcements
- Strategic alliances, e.g. Google, Yahoo!, Disney
- New Media: NASA Web 2.0 Redesign, MyNASA
- Communications Toolkit
Why did NASA have to develop a new communication strategy?
Because of the change in generation from W and X to Y.
