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Keynote Address: No Guts . . . No Glory - Why NASA Needs to Relish the Risk to Stay Relevant
Pages 9-10

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From page 9...
... O'Brien discussed the changing media environment where few major media outlets today have science correspondents. He provided statistics on what polls indicate the public is interested in learning about from the media, and offered advice on how NASA and the space community can better communicate, including the use of new social media tools like Twitter.
From page 10...
... "NASA is run by engineers, and there are no mission requirements for public affairs," and that has to change, he said. He added that "it cannot be tacked on" at the end, but must be part of the mission from the beginning -- a "clean sheet mission requirement." In a discussion of how personalities like Jon Stewart2 factor into this debate about public engagement and social media, O'Brien said that people have become their own news producers.


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