PR in the Spacetech Industry: The New Frontier
How can one promote space tech? Which PR methods are popular? Which PR agencies are top-rated? How to do it cost-effectively? What insights can we gain from billionaires?
Issue No 51. Subscribers 7772. Gleaning insights from the President and CEO of a leading PR agency on spacetech clientele.
Spacetech, with its promises of exploring the infinite universe and potentially finding new homes for humanity, is at the forefront of modern innovation. And with it comes the challenge of getting the word out about these galactic endeavors. So, how do private spacetech companies market themselves?
Old Space vs. New Space
In the evolving sphere of space technology, there exists a divide: the Old Space companies, the stalwarts of the industry, and the New Space companies, the innovative startups venturing into this realm.
Old Space's Tried-and-True Methods
Old Space companies like Lockheed Martin have traditionally relied on their proprietary channels, such as blogs, social media, media publications, and partnerships. Their approach to content, while evolving with time, has roots in traditional forms of corporate communication. While they seldom step outside their comfort zone, these giants are not averse to tweaking their strategies for improved engagement.
New Space's Modern Innovations
The New Space companies, despite being younger, often mirror their older counterparts in their PR methods. They primarily use official announcements and news through blogs, social media, and media publications (in 100% of cases); collaborations with other private companies or space agencies (78% of the time); and occasionally, email newsletters (44%).
However, companies like Axiom Space, Relativity Space, and RocketLab break the mold. These firms periodically stand out with intriguing PR activities. Be it launching plush teddy bears in next-gen Axiom Space suits to the ISS with Saudi astronauts. Furthermore, these companies actively engage with their audience through press conferences, live streams, community building, and even merchandise and NFT sales (Axiom example).
We spoke with Greg Rankin, President and CEO of Rankin PR, a PR firm specializing in spacetech clientele. Here's what he shared about the nuances of public relations in the space industry and his passion for collaborating with space-focused clients.
“Public Relations for the spacetech industry can be challenging, for a number of reasons. To begin with, you are dealing with bleeding-edge science and technology, and therefore, as a PR professional within this industry, a deep understanding of aerospace engineering, astrophysics, and advanced technologies is critical for success. Having the ability to communicate these concepts to other engineers, as well as investors and stakeholders requires both the knowledge and the ability to simplify complex ideas.
Working with spacetech companies is incredibly rewarding because of what is at stake. We are on the cutting edge of human innovation and exploration. The work has far-reaching impacts on this planet – satellite communication, Earth observation, climate monitoring, etc. – and beyond. Space exploration presents its own set of unique and complex challenges, and to work with the creative problem-solvers who tackle these issues daily is an honor. Letting other people know about all these incredible accomplishments is both a passion and what fuels our drive.”
The Billionaire Playbook
Prominent entrepreneurs such as Richard Branson and Elon Musk arguably shine brighter than any organization. Their personal brands, coupled with an openness to unconventional PR tactics and viral marketing, mean they often overshadow even the most significant industry news.
Decoding SpaceX's PR Strategy
Though Elon Musk controversially disbanded Tesla's public relations department in 2020, he's always understood the power of effective PR. In Ashlee Vance's book "Elon Musk: Tesla, SpaceX and the Quest for a Fantastic Future", Musk's meticulous involvement in PR is highlighted. From controlling company positioning to crafting messages and strategically liaising with journalists, Musk has always kept a firm hand on the PR wheel. He grants access to exclusive information and interviews to the most influential reporters in relevant industries.
Elon Musk's Viral PR Tactics
Elon Musk is renowned for stirring public interest with unconventional moves. A prime example is the launch of the Tesla Roadster aboard the Falcon Heavy rocket, with a mannequin called 'Starman' behind the wheel - an ode to David Bowie's song. Despite the seemingly impractical nature of this, the PR stunt had global media and social networks buzzing about two of Musk's products simultaneously.
Engaging Directly with His Audience
Musk is well-known for his tweets. Alongside them, he engages with followers on social media, discussing his ventures. The entrepreneur willingly shares insights into the function of his product, discloses plans, responds to criticism, and occasionally jests in multiple languages.
Selling Inspirational Stories
Beyond traditional PR tools, Musk emphasizes that in communications, it's vital to sell stories and emotions to the audience rather than just products. For instance, tales of sending humans to Mars or establishing the first sustainable city on the red planet. As inspiring as these stories might be, the real work that brings profits to SpaceX might seem more mundane in comparison.
Decoding Virgin Galactic's Promotion Strategy
Richard Branson employs a similar promotional strategy. Apart from unveiling a spaceship hangar with champagne and launching a blimp mocking British Airways, Branson draws public attention to Virgin Galactic through social initiatives. Under their Galactic Unite program, the company offers scholarships, grants, mentorship programs, and internships for young individuals pursuing education in aerospace engineering, natural sciences, computer science, and mathematics. A similar program exists at Axiom.
Jeff Bezos' Ambiguous PR Strategy
Jeff Bezos presents a somewhat paradoxical approach to PR. On one hand, to protect Blue Origin from reputational damages, the PR team attempts to distance his personal brand from the company. On the other hand, Bezos' actions sometimes undermine these efforts.
A stark example is the promotion of Blue Origin's first suborbital flight, which highlighted 82-year-old aviation pioneer Wally Funk. Funk was once denied a space flight due to her gender. Blue Origin took this chance to rectify past injustices, fulfilling her long-standing dream.
Furthermore, days before the suborbital flight, Bezos donated $200 million to the National Air and Space Museum. He also auctioned a seat on the New Shepard spacecraft for $28 million. The proceeds went to Blue Origin's non-profit, the Club for the Future, aiming to inspire kids to pursue careers in science and space exploration.
Promotion Services & Strategies in Space Tech
Media that Matter in Spacetech
If you're aiming to stay updated or break into the space tech PR scene, here are the must-watch media outlets:
Business Media:
Business Insider
Tech Crunch
Investor’s Business Daily
Fast Company
Entrepreneur
Industry-specific Media:
Space.com
SpaceNews.com
Interesting Engineering
Spaceflightnow.com
AviationWeek.com.
Global Media:
The Washington Post
CNBC
CNN
Forbes
Top PR Firms in the Space Tech Sector
Spacetech companies have several renowned firms at their disposal for brand promotion and public relations:
Griffin Communication Group: Notable for their collaborations with NASA, Blue Origin, Boeing, Northrop Grumman, Aerojet Rocketdyne, and the NASA-Kennedy Space Center Visitor Complex.
Communication Strategy Group: Collaborated with NASA.
First House: Joined hands with SpaceX.
Edelman: Partnered with Virgin Galactic.
5w pr: Known for their work with Axiom Space.
Ogilvy Brand Relations: Collaborated with the European Space Agency.
Budget-friendly Promotion Tools
Not every PR campaign requires a hefty budget. Companies can also leverage:
HARO (Help a Reporter Out): A platform where journalists from leading media houses seek expert opinions. Business owners and PR specialists can respond, potentially earning a mention in the media.
Substack or Medium Blogging Platform: An underrated way to promote business. With a vast Western audience, posts on Medium rank well on search engines, assisting businesses in reaching an international clientele. Or even YouTube blogging as Rocket Lab CEO Peter Beck.
Building Relationships with Journalists: The value of fostering a personal rapport with journalists, as seen with Elon Musk (see example with Everyday Astronaut) and Richard Branson, cannot be understated. Engaging with them on social media and keeping a keen eye on their posts can yield opportunities for commentary and even pitch ideas for new stories.
Hot Topics in the Spacetech Media Landscape
To align with media interests, Spacetech companies should consider the following trending topics:
Detailed analytics about space and the spacetech market.
News on upcoming space missions and scientific research.
Investment news related to spacetech startups.
Breakthroughs and discoveries in space research.
Rare and unusual space photos.
Expert columns analyzing spacetech market events.
Unique PR campaigns in the space realm.
Newsjacking (news tied to a trending topic).
Insider looks into the business operations of a startup or company, covering hiring, sales, services, marketing, manufacturing, and more.
When most people think of spacetech, Elon Musk instantly comes to mind, largely due to stellar PR efforts and distinctive strategies. However, the spacetech sector has many unsung heroes whose accomplishments might not be as prominently showcased due to their PR approaches. Through this article, we aim to inspire and provide tools to enhance your spacetech startup's visibility. Stay tuned for Part 2 of our series on spacetech PR. We'd love to hear about impressive spacetech PR moments or instances where PR strategies faltered and how these startups rectified the situation. As always, we eagerly await your insights at hello@spaceambition.org. Live long and prosper!
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