CAPE CANAVERAL – The presidents of the world’s various major aerospace firms either are well-versed in what to say, or have a knowledgeable public relations spokesperson providing guidance. Given some of the comments from and demeanor of SpaceX’s President Gwynne Shotwell - it would appear that SpaceX is still working on its public affairs apparatus.
Key facts and figures that most experienced aerospace heads would know in their sleep – escaped Ms. Shotwell. Worst, when stating some of the numbers and timing of the launch sequence – it appeared as if Shotwell was reading them off her company’s press kit. She follows this performance by mentioning the kit and stating:
“…by the way, I have all this in the press kit, you’ll have all these details - you don’t have to remember any of this – I certainly wouldn’t.”
Actually, as the head of SpaceX she should remember it, or at least have a working knowledge of it when appearing in front of members of the media. But this misstep was just one of many that would follow.
SpaceX is working under the mistaken notion that it can still keep details from the public - now that it happily accepting public funds. One jaw-dropping statement from Shotwell highlights the thinking that has caused the firm to become such a hot-button topic. When Associated Press correspondent Marcia Dunn asked, “Is there a cost attached to the upcoming flight?” Ms. Shotwell responded with the a flippant and haughty:
“A cost?” “Sure!” “Are you asking am I going to share that?” Uhhh, yeah, we don’t really talk about cost at SpaceX.”
Excuse me? You don’t talk about cost at SpaceX? Many view the company as being the president’s favored son. Especially since the only pad Obama visited in April was SpaceX’s, summarily snubbing both NASA’s workforce and its history in the process. Given the status that Obama has given to SpaceX above all others, including NASA itself; Shotwell should be required to talk about cost. How much of the taxpayer dollars that are being invested in the firm? How much is being invested in the Falcon 9? Dragon spacecraft? Shotwell’s salary? If SpaceX wants to be viewed as a better alternative to space-business-as-usual – then it needs to drop this elitist attitude. SpaceX can’t have it both ways, it can’t be a private company - that is all too happy with taking public funds – and expect to not be required to provide details. Strangely, she lauds NASA for the funds it has provided and acknowledges the cost to taxpayers.
Shotwell stated that she ‘bristles’ at the idea of cutting corners, however the concept of cutting corners reared its head in one of her own statements. When pressed about what would happen of SpaceX lost control of the Dragon, her comments displayed a surreal lack of understanding about the severe nature of the situation described. Irene Klotz asked what would happen if SpaceX lost control of the Dragon spacecraft. Shotwell stated that:
"Umm, I, I believe what would happen is if we lose control of Dragon when it's still attached - we would tumble and break up."
When Klotz, with Reuters and Aviation Week pressed Ms. Shotwell about what would happen if control of Dragon was lost on orbit the head of this up-and-coming aerospace company stated:
“Hopefully, the Dragon will break up, if we don't have a controlled reentry.”
Leaving many a seasoned journalist to finish the unspoken concern in this statement – “Hopefully it doesn’t land on someone’s house.”
The Apollo Program is mentioned in the press kit provided by SpaceX. Shotwell, ever quotable, went on to state that she dislikes being compared to other programs, one mentioned was Apollo. Given the highly-successful nature of Apollo and what is was to the country and historically, Shotwell could have ingratiated herself with a lot of the OldSpace community by accepting this element of the question – as a compliment. She did not do this however, again displaying an arrogant, almost elitist attitude.
A NASA employee stated that SpaceX would not allow the photos that were taken recently by NASA to be released, despite the high-quality of these images. The photo opportunity scheduled for today was also cancelled. Time and again, SpaceX has worked to shun the media and to keep members of the media and therein the public – out.
Ms. Shotwell’s performance at this press conference only highlighted complaints that have long-simmered regarding the commercial space company. SpaceX has drawn fire for not providing information in a timely manner, for being secretive and for having a less-than-open attitude. Shotwell, in her comments and demeanor, gave ammunition to detractors when she could have easily defused them. All around, numerous chances to shine in the public relations arena – were missed.
Comments
We all saw you avoiding Gwen when she tried to talk to you. Class Act.
Another Reporter,
Uhhh who is 'Gwen' if you are going to lie - at least get her name right - it's 'Gwynne' - as for me 'avoiding her' - anyone who watches the video of the conference - can hear me ask her about what special payload this mission will carry - and she responds about the patches.
Lastly as for my status at KSC - my credentials are firmly in place. Please don't lie on this or my other Examiner site - you'll only embarass yourself. Heck, you're not even smart enough to get her name right. I'd hate to be your editor, I'd have to spend hours correcting all your fact errors...
You are a reporter and write from the point of view of a reporter and your opinions as a reporter show through. You could address your concerns about SpaceX's public relations from a more constructive angle, they could do a better job, sure. Elon is not the best public speaker either. Perhaps in your world, SpaceX's disastrous performance in the press room actually equates to their otherwise marvelous performance up to LEO and back. They won the day, but I'm sure your colleagues will give you a gold star for winning the battle of the presser.
differentpointof view - I have been constructive. If people only hear glowing praise - they won't change. No matter how good a company is - there is always room for improvement.
In a way I think their problems with PR are reflective of how good they are at launching rockets. I think they are focused on the task at hand and tend to let other things slip - and honestly? I'm willing to accept that to a certain degree.
The problem folks seem to have is they don't want you attacking their idols. I didn't 'win' anything - I only wanted to highlight their flaws. If they are going to be the unrivaled success that they seem on their way to be - they need to keep the public (via the media) informed.
I've noted your comments on here and I have to say I appreciate it. While it's clear your a supporter of SpaceX and express your opinion - you do so in a very mature way, one which is open to discussion and other's perceptions. I appreciate it. Contrary to popular belief - I like SpaceX. That being said - when flaws arise (much to the annoyance of others) - I'm going to mention them.
I'm often disappointed by others who say nothing when I report on the positive aspects of SpaceX's actions - but as soon as I highlight flaws, they curse me out or throw threats around.
different point of view - apologies, I thought you had a comment double post on your - "Comedy of Successes" comment.
I try to manage comments as best I can, but mistakes happen.
In reference to this - SpaceX's launch, (as my later article highlights) was an amazing success. No two ways about t. They did what only nations have done before.
Shotwell's comments? I'd like to give her the benefit of the doubt. She mentioned that she only had 4 hours sleep - perhaps that was why she was off.
That being said - she's also the head of a prominent aerospace firm, and I'm sure she's paid as such. When she gets on TV - she should come across better than she did. People in her own company have come forward and told me my commentary - 'nailed it.'
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