Lessons from Communicating Space Science Over the Web

The Science Directorate at NASA's Marshall Space Flight Center uses the web in an aggressive manner to expand communications beyond the traditional "public affairs" or "media relations" routines. The key to success has been developing a balanced process that A) involves laboratory personnel and the NASA center community through a weekly Science Communications Roundtable, B) vests ownership and development of the product (i.e., the story) in the scientist a writer resident in the laboratory, and C) seeks taps the talents of the outside communications community through the Research/Roadmap Communications activity. The process is flexible and responsive, allowing Science@NASA to provide daily coverage for events, such as two materials science missions managed by NASA/Marshall. In addition to developing materials for the web, Science@NASA has conducted extensive research to determine what subjects people seek on the web, and the best methods to position stories so they will be found and read.