L1 - Communicating Space Flashcards
(23 cards)
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.
Give some keywords that describe generation Y.
- Connected world
- Top-Down com is dead
- Mobile
- Instantaneous
- Quickly bored
- Impatient
- Adaptable
- Multi-tasking
- Used to diversity
- Talk shows
- Reality TV
- Interactive
- Phones
- Internet
- Gaming
- No trust for government/corporate
- Personal success
- Independant
- Empowered
- Optimistic
- Work-Life balance
- Work anytime/anyplace
What is the problem NASA have with generation Y?
They are not interested in space. FACT!
They are not aware or engaged in NASA’s mission.
- Doesn’t see the point
- Doesn’t understand the facts
- Can’t participate
What can NASA do to improve generation Y’s interest in its mission?
- Better understand audience
- Get them interested again
- Facilitate discussion and allow participation
- Use Social Media
- Spark Conversations
Why does NASA communicate about space?
- STEM education/inspiration
- Inform taxpayers of results of $, get them to buy into investments
- Spin offs/Spin ins
- Keep public scientifically minded
- Stimulate information sharing and debate
Who does NASA communicate to?
- Teachers
- Non-Profits
- Agencies/Astronauts
- Politicians
- Companies
- Normal People & Children
- Media
- Hollywood
- Investors
What does NASA communicate about?
- Current projects and achievements
- What space is/general information
- Applications
- Impact of $
- Economic uses of space (ie mining)
- Security
How does NASA communicate?
- Social media
- Outreach in schools
- Movies/TV/General news
- Lobying
- Speeches
- Space sponsorship of events and vice-versa
- Space convensions
- Video games
- Rocket launches
Why/who/what/how communicate space?
Why - To identify the main reasons for communicating space.
Who (Communicators) - To list the possible actors communicating space.
Who (Targets) - To list the possible targets for communicating space.
What - To identify potential message to be communicated.
How - To identify various ways that messages might be communicated.
