The space industry thrives on precision, innovation and scientific rigor. But in today’s media landscape, facts often take a backseat to spectacle. Two of the loudest voices in the space sector — Elon Musk and Donald Trump — garner an inordinate amount of media coverage and wield massive platforms of their own to shape narratives, often making exaggerated or outright false claims. This allows them to not only push their own agendas, but to turn public sentiment against their rivals whether they be political or commercial. One need only look at their recent comments regarding the ISS and accusation of “abandoned astronauts” for an example of how this can play out. For independent space companies, this presents a serious challenge: how do you counter misinformation when your adversaries dominate the media cycle and don’t play fair?
Traditionally, space companies have responded with careful press releases and technical briefings. But that’s no longer enough. If the independent space sector wants to push back effectively, it must adopt more aggressive and unconventional strategies. Here’s how:
1. Weaponize humor and satire
Musk and Trump are masters of spectacle. Rather than just issuing dry rebuttals, independent space companies should embrace humor and satire to challenge misinformation. Viral memes, parody videos and sharp-witted press releases can make false claims look ridiculous while educating the public. A well-crafted joke spreads faster than a fact-check.
2. Deploy insider leaks and strategic whistleblowing
If SpaceX or Trump-affiliated space efforts cut corners, mistreat employees or mislead investors, expose it. Whistleblowers should be encouraged to come forward with inside knowledge about unrealistic timelines, safety concerns or mismanagement. Traditional media, social platforms like Reddit and anonymous leaks sites can amplify these revelations.
3. Use their own tactics against them
Space companies should cultivate non-affiliated online voices that challenge misinformation in ways official corporate accounts cannot. This can be done by working with sympathetic online influencers in the space industry, or working with an agency to identify and coordinate groups at scale. Viral campaigns that highlight Musk’s reliance on government subsidies or Trump’s shifting stance on NASA’s role can shift public perception. Engaging grassroots-style communities on X (Twitter), YouTube and TikTok can create the illusion of a spontaneous movement, even if it’s strategically planned.
4. Buy access to their audiences
If Musk and Trump dominate social media, independent space companies should fight back on the same platforms. Targeted ad campaigns can push fact-based rebuttals directly into their followers’ feeds. Paid search engine optimization (SEO) can ensure that fact-checks appear first when users search for space-related claims. Does this potentially put money into the pockets of Musk or Trump since they own the platforms? Yes, but the alternative of silence only allows their narratives to solidify and grow in their echo chambers.
5. Challenge them in public arenas they can’t ignore
Public confrontations at industry conferences, political debates and shareholder meetings can force Musk and Trump to address misinformation. Independent space companies should issue challenges they can’t refuse without looking weak — such as an independent audit of SpaceX’s finances, a public debate about the future of space travel or an open invitation to a neutral fact-checking session with experts.
The future of space depends on the truth
Musk and Trump have transformed space discourse into a spectacle, but independent companies can’t afford to let misinformation shape public policy, investment, or public trust. To compete, they must embrace bold, disruptive tactics — because in the battle for public perception, playing by the old rules is no longer an option.
Rick Liebling is a vice president at VSC, a public relations agency that specializes in working with tech startups. His experience includes working with clients across a variety of industries and verticals, including space, AI, Web3, mobility and sustainability and climate tech.
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