Careers in Space Sector

Public Relations, Media and Communication

Deepti Subba

Humans have harboured a fascination with the stars for millennia. This cosmic curiosity took a monumental leap on October 4, 1957, when the then USSR launched Sputnik, the first human-made satellite. Since then, our quest to explore the final frontier has evolved from a military space race to a platform for scientific discovery and, more recently, commercial ventures.

When we think of careers in space, the image of an astronaut often springs to mind, evoking visions of heroic Star Wars-like adventures unfolding in the galaxy. But just as the Rebel Alliance needed more than just Jedi and pilots, the space sector offers a galaxy of opportunities far beyond astronomy, engineering, and computer science. For those with diverse educational backgrounds, there are numerous non-engineering, non-scientific roles that are crucial to the success of space missions. Whether you're a communications wizard like C-3PO or a strategic mastermind like Princess Leia, here's a glimpse into how you can chart your own path in the space sector, regardless of your educational background.

India's journey into the space began with Aryabhata in 1975 and since then, the Indian Space Research Organisation (ISRO) has achieved numerous milestones, including the Mars Orbiter Mission (Mangalyaan), Chandrayaan-3 mission to the Moon and most recently the Aditya L1 Mission. The journey has been nothing short of epic, reminiscent of the grand space odysseys we adore in our favourite science fiction sagas. When we think of space exploration, it's easy to conjure images of Astronauts and cutting-edge technology. Yet, behind these high-tech endeavours lies a crucial, Public Relations (PR) often unsung heros. In India's burgeoning space sector, PR plays an indispensable role in shaping public perception, securing funding and fostering international collaboration. As we stand on the cusp of a new era in space exploration, the role of PR, Media and communication become even more pivotal in the following ways:

Bringing Space Closer to Home: Space exploration impacts life on Earth in profound ways. Early satellites paved the way for advancements in telecommunications, GPS, and weather forecasting. Today, we benefit from solar cells, improved medical research and even the UV filters in our sunglasses–all thanks to space technology. Some of these technological advancements are not just scientific triumphs; they are lifelines for humans on earth. Weather satellites provide critical data for farmers, helping to predict monsoons and avoid crop failures. Tele-communication satellites bridge the digital divide, bringing connectivity to remote regions. As space exploration continues to drive technological progress, PR ensures that the public understands and appreciates these benefits.

Navigating Challenges with PR: Space exploration is fraught with challenges, both governmental and public. High costs, regulatory hurdles and international competition are significant obstacles. For instance, ISRO's budget, though modest compared to NASA, still demands careful justification to taxpayers and government officials.  Moreover, public understanding of space exploration's value is often limited. Many see it as an extravagant pursuit rather than a vital driver of innovation. This is where PR steps in. By effectively communicating the tangible benefits of space missions, PR professionals help garner public support and secure necessary funding.

The Power of Storytelling: James Ollerenshaw, a marketing leader experienced in AI, robotics and space, highlights a critical issue: "Amongst the public, there's a lack of awareness and appreciation for what the space industry brings to life". Much like the early days of aviation, when air travel was seen as a luxury for the elite, space exploration is often misunderstood. PR professionals have the unique ability to change this narrative. By sharing compelling stories of how space technology improves everyday life, they can shift public perception. Social media platforms amplify these stories, reaching millions in seconds and fostering a deeper connection between the public and space exploration.

A Bright Future: India's space sector is poised for exciting developments. Visionaries like Elon Musk envision a future where space tourism is commonplace. However, the real game-changer lies in the advancements in satellite technology and launch systems. PR will be crucial in highlighting these achievements and securing the support needed to propel India into a leading position in global space exploration. Public Relations not only drives awareness of these innovative schemes but also prepares for the inevitable ups and downs of pioneering ventures. By maintaining a transparent and engaging dialogue with the public, PR professionals ensure that space exploration continues to inspire and benefit society.

So, remember that it's not just the Scientists and Engineers who make these missions possible. It's also the Storytellers, the Communicators and the PR professionals who bring these incredible journeys to life for all of us here on Earth.

The Diverse Roles of PR and Communication Experts in the Space Sector

The space sector requires a diverse array of communication and multimedia experts to engage the public, secure funding and foster international collaboration. Here's a deeper dive into the various roles and the skills and educational pathways needed for each.

Public Relations Specialists

PR Specialists craft comprehensive communication strategies to promote space missions and initiatives. These strategies ensure consistent messaging across various platforms and target different audience segments, including policymakers, investors, the scientific community and the general public.

ISRO's Chandrayaan-3 mission is a prime example of effective communication strategy. The mission was not only a scientific and technical success but also a PR triumph. ISRO's PR team effectively communicated the mission's objectives, progress and successes through press releases, social media updates and public engagement activities. This created widespread national pride and global recognition for India's space capabilities.

Moreover, space missions are inherently risky and not all go as planned. PR Specialists are responsible for handling crisis communications when things go wrong. They must provide timely and transparent information to the public and media, manage the organisation's reputation and mitigate potential fallout. For example, during the Chandrayaan-2 mission, ISRO's PR team managed media relations meticulously. Despite the partial failure of the mission viz. the Vikram lander's crash landing, the media coverage remained largely positive due to the transparent and proactive communication by ISRO's PR Specialists. The team highlighted the mission's scientific achievements and the data gathered by the orbiter, thereby maintaining public trust and enthusiasm.

Effective PR has also helped India's space missions gain global attention. International media coverage of ISRO's achievements has positioned India as a key player in space exploration. The announcement of future missions, such as the Gaganyaan human spaceflight programme, has been strategically communicated to garner global interest and support.

Key Skills:

·       Strong writing and communication abilities

·       Excellent interpersonal skills

·       Media relations expertise

·       Crisis management skills

Pathway:

A Bachelor's degree in communications, journalism, public relations, or a related field is typically required. Internships or experience in media and public relations can be highly beneficial.

Technical Writers

Technical Writers play an essential role in the space sector by translating complex scientific and technical information into accessible content for a broader audience. They document processes, create manuals and develop content that explains intricate space technologies. This work is crucial for the successful dissemination of knowledge, the training of personnel and the education of the public.

Technical Writers meticulously document every step of space missions and technological developments. This includes creating detailed reports on mission planning, execution and outcomes. These documents serve as valuable references for current and future projects.

Technical Writers create user manuals, maintenance guides and operational handbooks for various space technologies. These manuals are crucial for training Engineers, Scientists and Operators who work with complex space equipment and systems.

Technical Writers also develop educational content that explains intricate space technologies and scientific concepts to non-experts. This content is used in educational programmes, public outreach and media communications to enhance public understanding and support for space missions.

Key Skills:

·       Exceptional writing skills

·       Attention to detail

·       Ability to grasp and convey technical concepts clearly

Pathway:

A Bachelor's degree in English, technical writing, or a related field, along with experience in technical documentation, is typically required.

Photographers and Videographers

Photographers and Videographers play a crucial role in the space industry by capturing the visual journey of space missions. Their work begins long before a mission's launch, often documenting the meticulous development phases where Engineers and Scientists design, build and test spacecraft and related technologies. These visuals provide a detailed chronicle of the innovation and hard work that goes into preparing for space exploration.

During the pre-launch phase, Photographers and Videographers document critical milestones such as the assembly of spacecraft, testing of components and integration of different systems. This stage often involves capturing intricate details of the engineering process, the collaboration between various teams and the implementation of cutting-edge techno-logy. These images and videos not only serve as historical records but also as valuable tools for Engineers and Scientists to review and refine their work.

As the mission progresses to the launch phase, Photographers and Videographers are on-site to capture the dynamic and dramatic moments of the spacecraft being transported to the launchpad, the final checks and the countdown to liftoff. The launch itself is a particularly challenging event to capture due to its rapid pace and the need for precision in timing and positioning. High-resolution cameras and advanced videography techniques are employed to document the ignition, liftoff and the rocket's ascent, providing breathtaking visuals that convey the power and excitement of space exploration.

Once the spacecraft is in space, Photographers and Videographers may work with satellite imagery and data from onboard cameras to continue documenting the mission. This can include images of the spacecraft in orbit, the deployment of instruments, and the exploration of celestial bodies. These visuals are essential for communicating the progress and achievements of the mission to both the scientific community and the general public.

The work of Photographers and Videographers extends beyond the technical aspects of space missions. They also capture the human element, documenting the people behind the missions-Engineers, Scientists and Astronauts-highlighting their dedication, expertise and the challenges they overcome. This storytelling aspect helps to humanise the complex and often abstract world of space exploration, making it more relatable and inspiring to a broader audience.

Key Skills:

·       Proficiency in photography and videography

·       Creativity

·       Technical skills in using cameras and editing software

Pathway:

A High School Diploma or equivalent is the minimum requirement, often supplemented by long-term on-the-job training or a degree in photography, videography or media production.

Graphic Designers and Illustrators

Graphic Designers and Illustrators play a pivotal role in supporting space missions by creating visual content that effectively communicates complex information and enhances public engagement. Their work encompasses a wide range of tasks, each contributing uniquely to the overall success and outreach of space missions.

One of the most iconic contributions of Graphic Designers in the space industry is the creation of mission patches. These patches serve as symbolic representations of specific space missions and are worn by astronauts and team members. Each design is carefully crafted to encapsulate the mission's objectives, key elements, and the spirit of the team involved. Designers incorporate various symbols, colors and typography to create patches that are not only visually appealing but also meaningful. The process often involves close collaboration with mission teams to ensure that every detail reflects the mission's goals and significance.

Graphic Designers and Illustrators are essential in developing educational materials that make space science and exploration accessible to a broader audience. They create visually engaging content for textbooks, online courses and interactive learning platforms. This includes detailed diagrams of space-craft, planetary systems and scientific phenomena that help students and enthusiasts understand complex concepts. By translating technical information into visually palatable formats, Designers facilitate learning and inspire the next generation of space explorers and scientists.

Infographics are powerful tools used to communicate data and information about space missions in a clear and concise manner. Graphic Designers create infographics that break down intricate data sets, mission timelines, and technical details into easily understandable visuals. These infographics are often used in press releases, social media and presentations to convey key information quickly and effectively. They help bridge the gap between scientific data and public comprehension, making it easier for people to grasp the significance of space missions and discoveries.

Illustrators often collaborate with Scientists and Engineers to visualise abstract scientific concepts and future space missions. These visualisations can include artist renderings of planets, spacecraft and celestial events that have not been captured by cameras. By creating accurate and imaginative representations, Illustrators help bring theoretical concepts to life, aiding in both scientific communication and public engagement. These visuals are used in research publications, exhibitions, and educational outreach programmes to illustrate what cannot yet be seen.

Graphic Designers are also instrumental in developing the branding and visual identity of space missions and organisations. This includes designing logos, promotional materials and website graphics that ensure consistent and professional representation. Effective branding helps build public recognition and trust, enhancing the overall impact of the mission. Designers create visually compelling content for public outreach campaigns, including posters, brochures, and digital content, to engage and inform the public about ongoing and upcoming missions.

The role of Graphic Designers and Illustrators in space missions often involves close collaboration with various teams, including Scientists, Engineers, Educators and Public Affairs Specialists. This interdisciplinary approach ensures that the visual content is not only scientifically accurate but also engaging and informative. By working together, they create comprehensive visual strategies that effectively communicate the mission's story, goals and achievements.

Key Skills:

·       Proficiency in design software

·       Creativity

·       Attention to detail

Pathway:

A Degree in graphic design, visual arts, or a related field, along with a strong portfolio of work, is typically required.

Social Media Managers

Social Media Managers are pivotal in crafting and executing strategies to engage audiences across diverse social media platforms. They develop comprehensive plans to enhance visibility and inter-action, tailoring content to each platform's unique features and audience preferences. Their role involves creating and curating a range of content, including updates on space missions, behind-the-scenes insights, and engaging multi-media posts. They also actively interact with followers by responding to comments, addressing questions and fostering discussions to build a vibrant and informed community around space missions. Through these efforts, Social Media Managers help generate excitement, disseminate important information and cultivate a strong, engaged following that supports and amplifies the mission's goals.

Key Skills:

·       Proficiency in social media platforms and analytics tools

·       Strong writing and visual communication skills

·       Creativity and adaptability

Pathway:

Event Coordinators

Event Coordinators play a crucial role in planning and executing events related to space exploration, ensuring that each event effectively communicates the mission's objectives and engages the audience. They manage all aspects of event logistics, including venue selection, scheduling and coordinating with speakers and participants. For press conferences, Event Coordinators organise the setup for media interactions, prepare briefing materials, and handle technical requirements to ensure smooth coverage. Public lectures are meticulously planned to feature prominent Scientists and Astronauts, with Coordinators handling every-thing from promotional materials to audience engagement. Educational workshops are designed to provide hands-on learning experiences, requiring coordination with Educators and the development of interactive activities. By managing these events, Coordinators help foster public interest, disse-minate important information and enhance the overall outreach of space exploration initiatives.

Key Skills:

·       Strong organisational and project management skills

·       Excellent communication and interpersonal abilities

·       Attention to detail

Pathway:

A Degree in event management, communications, or a related field, along with experience in event planning, is typically required.

Conclusion

The space sector is a vast universe of opportunities for individuals from diverse educational backgrounds. Whether you excel in storytelling, project organisation, education, or visual arts, there is a place for you in the exciting world of space exploration. The key is to leverage your unique skills and find the right pathway to launch your career in this dynamic and inspiring field. By joining this cosmic endeavour, you contribute to humanity's quest to explore and understand the universe, one story at a time.

(The author is a Delhi-based educator and career coach. Feedback on this article can be sent to feedback.employment news@gmail.com)

Views expressed are personal.