When Katy Perry joined a group of all female celebrities on Blue Origin’s New Shepard Rocket, it was always going to make headlines.
A big name, a big moment, and let’s be honest, a big price tag. But what started as a glittering celebration of innovation and exploration sparked mixed reactions, with some feeling the stunt missed an opportunity to inspire and inform.
As PR people, moments like this remind us just how important it is to ensure that star power supports the message rather than outshines it. It’s a delicate balance, but one that can make or break the impact of a campaign.
The power (and potential) of influential advocates
There’s no denying the influence celebrities can have. When someone like Katy Perry gets involved, you’re guaranteed attention. And that can be incredibly powerful, especially when it comes to raising awareness around worthy topics like space exploration or STEM careers.
Used well, that visibility can help reach new audiences and inspire the young and impressionable future generations. But the partnership must feel aligned. Audiences today are savvy, they can tell when something feels surface level or disconnected from the cause – and the power of social media can really push a negative narrative quickly! The goal should always be to amplify, not distract from, the mission.
Putting the spotlight on the science
Space exploration is moving fast, and not just in terms of rockets.
We’re seeing huge leaps in sustainable technologies, reusable spacecraft, and innovations that could shape the future of life beyond Earth. It’s not just about reaching space anymore, it’s about how we explore responsibly and what we learn along the way.
We’re seeing this with companies like Ansys, who are playing a big role in that. Its simulation technology is helping space pioneers, like The Exploration Company, test and validate sustainable space systems before anything leaves the ground. From thermal protection to fuel efficiency, their work is making missions safer, more efficient, and crucially, more planet friendly.
And yet, during the recent celebrity trip, much of that incredible behind the scenes work barely got a mention. It was a golden opportunity to highlight the science, the sustainability, and the serious innovation driving space forward – perhaps these things were mentioned, but sadly it wasn’t what made the headlines. Instead, one quote seemed to sum up the tone a little too well: “Space is going to finally be glam”… face in palms.
Purpose
None of this is to say we shouldn’t think big. But aligning a high-profile figure with a serious topic requires careful, considered comms planning. What do they stand for? How does their story connect with the narrative? Is there an authentic connection? How will the audience interpret the message?
When done right, these partnerships can be game changing. But they need to be underpinned by clear values, strong messaging, and a focus on impact, not just image.
Looking up
This latest space moment might not have gone quite as intended, but it’s sparked valuable conversations about how we approach PR in the age of celebrity and purpose. And that is a step in the right direction.
Because space exploration is still one of humanity’s most exciting frontiers, and with the right storytellers, the right partners, and the right plan, we can make sure the message reaches orbit and beyond.
Looking to align your brand with the right voices? Let’s talk about how Firefly can help you craft impactful, purpose led campaigns.
