EP78 Crisis Comms at NASA, part 4: Crisis Exercises, the media landscape and deepfakes

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A deepfake can hit your audience before your first internal briefing ends and the most “engaging” version of events is often the least true. That’s the reality we dig into with James Hartsfield, former director of communications at NASA’s Johnson Space Center, as we unpack what it takes to lead crisis communications in a changing media environment.

We start with the foundation: practice. James explains why crisis exercises work best when communicators learn the system itself, not just the talking points, and why leadership has to show up side by side in simulations. He shares a memorable onboarding story that captures the standard at NASA: if you want to communicate under pressure, you need enough technical understanding to earn respect, stay coherent, and translate complexity into simple, accurate language.

From there we get into what audiences actually respond to. People care about people, and crisis communication has to acknowledge human impact first, then clearly explain what happened and what you’re doing next. James also offers a hard-earned lens on post-crisis reviews: hindsight is a powerful teacher, but it’s a terrible yardstick for judging decisions made in real time.

Then we take on the modern media landscape: fewer specialist reporters, less incentive for objectivity, and more profit in picking sides. Add social platforms, AI misinformation, and deepfake videos, and the job becomes equal parts truth-telling and distribution strategy. We close with the leadership side of readiness: how to hire communications staff, what traits matter most, and how NASA scales up communications teams during a major crisis by pulling trained people from across the agency.

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