Creating new opportunities for communicating about space science

With the political and economic atmosphere changing so drastically, NASA has found it necessary to change its mission from one of exploration to that of accountability and application. These changes have made it difficult for NASA to access how its roles and constituency groups have changed in response. Specifically, at the MSFC Space Sciences Lab, management must now decide the most appropriate communication objectives, strategies and target market to direct messages reflecting these changes. Complicating the issue is that MSFC, must walk a fine line between looking as though it is spending too much money and 'marketing' themselves, which it is strictly prohibited from doing, and imparting the information in an exciting enough form to be picked up by the media.