Space has a public relations problem. Until we synthesize a befitting message, average Joes and Janes simply won’t rally behind the new space revolution like we expect.
Here are five unhelpful descriptions contributing to this PR dilemma, each of which should be tugged to the lexicon graveyard orbit:
1. “Space is unique or special” – It used to be, when we couldn’t travel there at all and even when it was an exclusive playground for powerful nations. Now, it’s like all the “premiere” airport lounges – anyone with a credit card or status points can enter. Using these terms is lazy, elitist, and harmfully nostalgic. Also, we have it backwards – philosophically. Earth is much rarer because, unlike most of space, spaceship Earth supports life making it the more objectively uncommon feature.
2. “Space is hard” – This is #1’s ugly cousin and serves no purpose except being a disclaimer for failure. Of course, space is hard. So are computer programming, wastewater management, brain surgery, and remembering all my passwords, but they have become routine functions like space his becoming. We need to flush this phrase, so we don’t convince prospective participants with diverse expertise that space is TOO hard and, therefore, pointless for them to even attempt.
3. “Space is a war fighting domain” – Besides being provocative and politically charged, this phrase is unnecessary and redundant. Nations have been using space to enhance Earthly warfighting since the beginning, so deliberately stating it is kind of a forehead slapper. It’s akin to suddenly emphasizing that ketchup is food. Humans have a perfect track record of waging conflict in every other shared physical domain, so no need to verbally single space out.
4. “The New Space Race” – Landing humans on the Moon was a race. It was a single event competition to see who could be first. What’s happening today is a multi-pronged competition resembling a decathlon, featuring concurrent events like proliferating LEO, asteroid mining, space-based solar power, launch capability, and a new-and-improved Moon race. We don’t call the decathlon a race, so doing so in space grossly misrepresents the scope of the situation.
5. “Space is the ultimate high ground:” This metaphor has run its course and further cements space’s reputation as the key extension of activity on Earth. Repeating this space-for-Earth phrase will undermine critical space-for-space efforts for achieving sustained presence further from Earth. In fact, internal space activity will become so prevalent that it will eventually have its own high ground. One could even argue that Earth and its resources could become the ultimate high ground for successful lunar activity.
The PR objective should be to normalize this region that has traditionally been seen as atypical and it begins with the language we use.