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The visionary leaders of the NASA Public Affairs Department used a journalistic approach to marketing and PR to educate the public, rather than pushing an agenda or selling a message. NASA Public Affairs Officers understood what constituted a good story and what details appealed to members of the media. Thus, NASA created materials that addressed reporter's needs such as by-lined articles, sponsored media symposiums, television newsreels, fully produced radio broadcasts, and, finally, press kits.
In emulating NASA's approach to public affairs, private companies established a new hallmark in communications strategy: content marketing, which is best if it is:


Create content that tells a relevant, engaging story. The audience will want to consume it.


Create content that will get the audience to know, like, and trust you. The easiest way to do this is by creating something high-quality.


Create content that has social currency. The audience will want to share it with their friends, family, and co-workers.


Create content that teaches valuable, authentic lessons. Your audience will appreciate you for it.

I’m David Meerman Scott.

I do more than collect press kits from the Apollo program.


I'm a marketing strategist, entrepreneur, advisor to emerging companies, and a professional marketing speaker on topics including marketing, fandom, and social media.

I'm available for keynote presentations, corporate seminars, and webinar appearances.

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