,
13 tweets,
4 min read
Read on Twitter
This video wouldn’t have had to have been made if the messaging of the original announcement wasn’t blundered so bad. Here’s what I would have done differently, a thread:
Timing is everything. I get that it was meant to show #USwithAus partnership but the ScoMo/Trump trip was *not* the time. The Aus society already pushes back on space with *why not give the money to our homeless/climate/farmers* so backlash should have been expected
1/x
1/x
And putting anything NEAR trump was going to amplify any dissent. Especially as the timing coincided with ScoMo’s ABSENCE at the UN climate discussions. Here’s what message that sent to the Australian people: We prefer space/rich/power over climate.
2/x
2/x
Then let’s factor in the announcement itself. Media reported misconceptions that Australia was GIVING NASA/trump money. Yes, the press releases said the word ‘jobs, industry, stimulate growth .. in Australia’ but those words get lost in the context: which was
3/x
3/x
improving US/AUS and Trump/Morrison relations. And looking at power dynamics, it was more specifically Morrison sucking up to Trump. So if Morrison was seeking approval, and Aus $$ was getting spent - its an easy jump to assume the money is going TO those we sought to impress
4/x
4/x
People will quote this thread and say “BUT THE MEDIA SHOULD DO THEIR JOB #fakenews” ... and here’s my response: it is the agency/staffers JOB to ensure their message gets interpreted correctly. That’s why an announcement/press release is more than just the words on a page.
5/x
5/x
So let’s fix it. Instead of the Morrison trip, why not announce this at the biggest space event of the year @IAC2019DC which also HAPPENS TO BE IN WASHINGTON DC THIS YEAR. Rather than at a time where the Aussie public is scrutinizing the governments response to climate etc
6/x
6/x
7/x Then fix the context. If this announcement was for ‘jobs/industry’ then why was it positioned as a political suck-up? Push for Clark/Bridenstine photo ops rather than Morrison/Trump
Heck there’s a Head of Agency’s panel at @IAC2019DC that would have worked well
Heck there’s a Head of Agency’s panel at @IAC2019DC that would have worked well
8/x and perhaps even tie in this announcement (at least to domestic audiences) with a relevant local recent success, such as @fleetspace recent million dollar capital raise. Show, clearly, with repetition, that Aussie industry is exceptional and this announcement was for *them*
9/x and finally: fix the storytelling. “Jobs, Growth, Stimulate” are used so much in corporate PR we’ve become immune to them. TELL STORIES. this Morrison video at its core is on-point -> props to whichever crisis comms team was contracted to deal with this backlash.
10/x but it’s too little too late. The damage is done. This will be blown off by Morrison/government as “Australians don’t want space, it hurts our approval” rather than just *bad* media relations work/storytelling and our industry and Space Agency will suffer.
11/x so if there’s a chance to announce something like this again do it this way: TELL STORIES OF THE PEOPLE/COMPANIES/COMMUNITIES YOU KEEP SAYING YOU WILL IMPACT.
And don’t do it as an afterthought once the 💩hits the fan. *you* are responsible for how your messaging is heard.
And don’t do it as an afterthought once the 💩hits the fan. *you* are responsible for how your messaging is heard.
12/x P.S @AusSpaceAgency @HeadSpaceAu I love what you do and I love space. I’d love to help you push for better governmental communication of space/science too.
