Bill Gerstenmaier on the DC Variable, NASA PM Challenge
"Dramatic changes in information and news circulate through blogs, and social media has impacted NASA greatly. While the initial reaction may be to control these outlets, Gerstenmaier has taken a different approach. It has not been uncommon for him to finish a Flight Readiness Review for the shuttle and have a report out about it before leaving the building. Instead of suppressing communication within the reviews, he has invited his public affairs officer to attend and tweet updates. Doing this has enabled him to tell a better NASA story and actually stay in front of the blogs. "Instead of trying to slow down communication, recognize that communication is diverse and fast. How can you now participate in it and use it to your advantage?"