National Aeronautics and Space Administration
Washington, DC 20546-0001
Reply to the attention of: Office of Strategic Communications
TO: Officials-in-Charge of Headquarters Offices
FROM: Chief, Office of Strategic Communications
SUBJECT: NASA Messages
I am pleased to provide you with the final NASA Message Construct. These messages have been market tested and have proven to resonate best with the general public.
The Message Construct serves to guide your communication efforts with the general public. We are asking that you use the Core Message: "NASA explores for answers that power our future," in the text of your communications material and that it be used verbatim. We also have developed a graphic element to illustrate and enhance the Core Message. The graphic element is: Inspiration + Innovation + Discovery = Future. The graphic element is to be used on all Agency communications materials. The other messages in the Message Construct are also market-tested and should be used where best applicable.
The new Message Construct can be found at http://communications.nasa.gov. addition, the Strategic Communications Framework Implementation Plan, NASA Style Guide, and the Strategic Communications Implementation Handbook are also available at this site to help with your planning, implementation and usage.
I am available to brief you and/or your organizations on the new messaging and the Strategic Communications Framework Implementation Plan.
NASA MESSAGE CONSTRUCT
CORE MESSAGE: NASA explores for answers that power our future.
Inspiration - NASA powers inspiration that encourages future generations to explore, learn, and build a better future.
Innovation - NASA powers innovation that creates new jobs, new markets, and new technologies.
Discovery - NASA powers discovery that enables us to learn more about ourselves, our world, and how to manage and protect it.
Inspiration + Innovation + Discovery = Future
NASA explores for answers that power our future.
Why explore? Because exploration powers the future through inspiration, innovation, and discovery.
Deputy Administrator/Ms. Dale
Associate Administrator/Mr. Scolese
Chief of Staff/Mr. Morrell
Associate Deputy Administrator/W. Scales
Assistant Associate Administrator/Ms. Johnson
White House Liaison/Ms. Cherry
Assistant Administrator External Relations/W. OíBrien
Associate Administrator for Aeronautics Research Mission Directorate/Dr. Porter
Associate Administrator for Exploration Systems Mission Directorate/Dr. Horowitz
Associate Administrator for Institutions and Management/Mr. Luedtke
Associate Administrator for Program Analysis and Evaluation/Dr. Pace
Associate Administrator for Science Mission Directorate/Dr. Stern
Associate Administrator for Space Operations Mission Directorate/W. Gerstenmaier
Chief Engineer/Dr Ryschkewitsch
Chief Financial Officer/Mr. Bowie (Acting)
Chief Health and Medical Officer/Dr. Williams
Chief Information Officer/Ms. Pettus
Chief Safety and Mission Assurance/Mr. O'Connor
Chief of Strategic Communications/Mr. Hopkins
Director, Innovative Partnerships Program Office/Mr. Comstock
Director, Office of Program and Institutional Integration/Mr. Keegan
General Counsel/Mr. Wholley
Inspector Genera/Mr. Cobb
Directors, NASA Centers:
Ames Research Center/Dr. Worden
Dryden Flight Research Center/Mr. Petersen
Glenn Research Center/Dr. Whitlow
Goddard Space Flight Center/Dr. Weiler
Jet Propulsion Laboratory/Dr. Elachi
Johnson Space Center/Mr. Coats
Kennedy Space Center/Mr. Parsons
Langley Research Center/Ms. Roe
Marshall Space Flight Center/Mr. King
Stennis Space Center/Dr. Gilbrech
cc: Director, Strategic Investments/Mr. Shank
Executive Secretariat/Mr. Box
Office of the Administrator/Ms. Mays
Office of the Administrator/Ms. Sweeney
Office of the Deputy Administrator/Dr. Keiser
Office of the Deputy Administrator/Ms. Potter