Intergalactic PR

The world of science has been always kept a cryptic, almost eerie distance from the public. A notion existed that technological advantages, complicated equations and intangible concepts were only for the few; for the ones who could understand. Unavoidable, the scientific society has gain an elite status, operating in a higher, publicly hidden dimension, where brilliant minds are cooperating with the most powerful world leaders writing history with their technological miracles, only seen in a Star Trek movie. Any scientific progress has always been a mystery, keeping the public in the dark, when suddenly in 1969 there was a man walking on the moon! Science is on the pedestal, receiving kudos after the iconic "one small step for man, one giant leap for mankind" Neil Amstrong's statement and the PR strategy (or propaganda is more suitable?) was successfully executed.

Moving from the dark ages of scientific mystery to an era where digital technology has been radically adapted by the human race, the abundance of digital data access created an open human-to-human communication channel. People now have the power feed their curiosity and expand their knowledge. Information became easily available and anyone can pose questions and seek for answers as the possibilities are endless. There has been a transition from a controlled, filtered and centralized communication to a digital, interactive and transparent communication. In this frenzy communication matrix, the science world had to adapt and keep up with the global communication transition, shifting from secrecy and confidentiality to a more transparent communication. PR has been playing an important role in the science world, as it is fueling space agencies to step up their game.

Nowadays, people are hyperconnected online therefore space agencies are utilizing all social media platforms to increase their reputation and to build their Public Relations with the public. The once classified and cryptic Information and developments are now available to the public, opening the doors to everyone to dive into the science world. Space exploration is not a monopoly anymore, as more and more organizations are joining the investigation of our universe. This online competition has pushed space agencies to level up their creativity driven by the need to build and sustain reputation. The transition to online platform as a main mean of communication has lead space agencies to gain a strong online presence with a variety of mix media, offering daily updates online across all platforms, fulfilling their predetermined content PR strategy.

Space agencies with their PR efforts are inspiring generations and bring people together under the name of science and space exploration, pushing each other to investigate and colonize Space, our final frontier.

Alex Theofanopoulos