photo source: theverge.com

The movie is great!

This space sci-fi movie "The Martian," is based on Andy Weir's book of the same name, and tells the story of an astronaut, Mark Watney, who is accidentally left behind on Mars and must struggle to survive. After two weeks from the released date, The Martian topped the box office in the U.S. and Canada as LA Times reported on Oct 11th, 2015. In other side, BBC News also reported the same thing; it flies high in the U.K film chart and became the top film at U.K box office for a second week. 

Besides Watney as the lead character, The Martian also highlights two women of "the female lead." The first is Jessica Chastain as Commander Lewis. She's a hard ass, respected leader of the crew with some big decisions to make and facts to face. And the second is Kristen Wiig as Annie Montrose, Head of Public Relations for NASA, who becomes spokeswoman for NASA to convey any news to media, esp. for this case. Well, they have a big role because their decision can influence other and make a great effect of the storyline itself.

However, I won't write any review here. And now coming to the point I am trying to share my little thoughts and opinion about one thing I could catch; a basic PR knowledge which PR person can learn from. (Maybe it's just me who can realize it, or is there anyone outside who can realize it too? Idk.)

So, here we go!

As a PR student and been being a PR Officer (although I'm just a beginner), whether I realize it or not, my sense of PR is increasing strongly and it makes such an incisive-sight for things related to PR. (Yeah I hope so :P)

At first I watched this movie, I was just excited because this movie tells about space sci-fi which is my interest since I was kid. So, just in a short time, this movie successfully got my attention after Gravity in 2013 and Interstellar in 2014. After minutes enjoying this movie, I just thought that it reveals viewer (who realize it) about PR work, especially its role in a big, influential, and well-reputed organization like NASA.

NASA encounters a crisis when it gets news about Mark Watney who is presumed dead on Mars and is then abandoned by his crew following a violent storm there. The public and media become so critical and curious. Many questions asked, and the news-flow couldn't be well-monitored. It's when a PR person takes their role to be a "vanguard" of the organization, NASA.

In this case, Annie Montrose, NASA's PR representative, plays her roles well, as I thought. She knows how to communicate with media effectively. She knows how to put herself right with confidence character. She also assists with the overwhelming amount of international PR crisis they are facing. Annie is charged to rallying public support for the rescue mission of Watney while everyone's refusing-because it's only for one man-. And yes, shaping public opinion and support is kinda hard, but she succeeded.

Here I can sum up some of her roles and what we can learn from as a PR person, especially in a part of crisis management:

1. Create a proper key-message

Public support takes big part to the rescue mission of Watney, and we can build it with a proper key-message through media, as media is influential channel to create public opinion. It's important to create a proper message when it comes to crisis management. A key message which fitted and met mutual-interest and mutual-benefit between public, media, and organization could control the news flow. NASA should've gotten a bad image after that incident, but, with an openness filled by proper key-message, then they could manage it effectively.

The message delivered also should be in-line at all aspects; press release, press conference, and even BoD's speech like what I will explain in number 3. Maybe this's why Annie always prepared and guided NASA's Director's speech right before they hold press conference.

What we can learn: a key message can control a biased news and build support, so before addressing the media, think about key points we want to convey.

2. Being open to the media

What was happening in NASA is a big news and got a huge public attention. Maybe we can mention it as a crisis. Well, crisis are by definition newsworthy, and members of the media will attempt to generate as much information as possible about the story (Stoldt, 2012). So, I think it can be a big disaster and impair company's image, or it can be a benefit for the company. What we will get after it, both positive or negative impact, is determined from how we manage the crisis itself.

Thing we can catch from Annie Montrose in this film is, being open to media is one of PR's fortes that we should apply. In this film, NASA, together with Annie, holds "hourly press conference" to show up the progress; from the first time Witney was left behind and then they know that Witney is still alive, later a time they can start communicating with Witney, and finally about the rescue until it is successful. NASA, which has already had credibility in the public's eyes, tries not to hide all updated news deserve to be published. And my lecturer ever said, being open is one of things which public wants, especially when crisis comes.

What we can learn: do not hide any updated news about progress in a crisis if we don't want miscommunication happens between company and its public. Because at that time, public tends to be more active and curious.

3. Keep calm when it goes to press conference

Press reporters in this movie still don't get the concept of asking question one by one. They all jump up in mass hysteria and shout. I think it's because NASA is one of an influential enterprise there. So, if we are holding a press conference things can get crazy. But we can handle it with a composure and answer it clearly.

In this case, Annie Montrose had already prepared Teddy Sanders (played by Jeff Daniels), as NASA's Chief Director, to deal with the press reporters. She asked Sanders to maintain his answers and be able to clearly and concisely get across the company's key message without sounding forced or artificial.

What we can learn: be prepared; think about all questions we could be asked and develop an answer for them before the interview. Keep a kindness, straight to the message we've planned, have an understanding of a journalist's role, and know how communicate with them effectively.

4. Create a good PR Writing (good photojournalism)

In one scene, I can see that Annie's taking a concern about press release will be delivered to media and public. NASA asked Witney to take photo in Mars to be published in media. Witney then took a photo of himself with a "funny" style, and Annie complained it right after she got that picture. From that scene above we can learn that a good photojournalism is one of important things in the making of PR news. It can build a news-value itself.

"As PR, we should have ability to capture a moment which can tell public a 'story'," as my lecturer said. Darmastuti (2012) also said, PR function essentially is as a journalist and report objectively any news from organization to the public. So, in this case, we should have ability, not only to create a truthful news, but also choose a proper photo to be published, and still, it should be aligned with a key-message and also journalism ethics applied about photography.

5. Keep your calm and composure

And the last but not least, a cool thing that I can catch from is, keep yourself calm and cool! Well, as I learned before, in a difficult situation, a PR person has to keep their composure and not lose focus. Because the company will painted with a bad reputation if a PR, as spokesperson, responds negatively to any disruption or question. There's a saying:


And don't forget to keep a good demeanor!


And finally, what I can conclude here is, the film is great (Esp. Annie's acting in this movie) and PR person is cool *so proud* :P What happen in NASA can teach us how to put ourselves right. But beyond that, I don't think that this may be takes away from the great work of scientist like Rich Purnell (played by Donald Glover-one of character I like in this movie-) and Mindy Park (played by Mackenzie Davis). I just think that PR person, Annie, deserves her fair share of praise. Her roles is critical. We can see that PR is also influential in supporting the rescue mission of Witney.

And last, welcome back Witney!