NASA: How Would You Help the Messenger Improve the Message?

Frank’s note: In these pages we have seen one disconnect after another on how poorly NASA sometimes produces its own message. An overwhelming majority of people have no idea what NASA does, other than Shuttle missions and the Hubble. Strangely enough though, according to a focus group done for NASA in 2008, when people are told some details about the space program, belief that it is important to the nation soars.
If you have had the need to interact with NASA Public Affairs folk, like Keith and I have done for years, the results are a mixed bag. Some are incredibly industrious, hardworking and endeavor to get you what you need when you need it. Others could care less, and act as if their job is to make it hard to get at information. Like it is a dwindling resource. One has to wonder if this extends to briefing members of Congress or even the White House. One thing is sure: if this doesn’t change for the better and soon, NASA may have missed an historic opportunity to galvanize public support at a critical time in its history.
My question for NASA Watch readers: Let’s say you were in charge of NASA Public Affairs for one month. And were given free reign by the Administrator. What or how would you improve things? Or is the situation too far gone?