Dr. Dave Williams must be the consummate Canadian -- humble and quick to deflect praise despite everything he's accomplished -- in outer space, no less. Williams has piloted jets, saved countless lives as an emergency-room physician, and plunged to the depths of the sea as an aquanaut. And that's just on Earth.
Commander Hadfield is equal part astronaut and PR spokesperson. We have just witnessed the best, longest-running, "good news" PR campaign in years. It was designed to promote interest in space aviation, technology, and science, and by extension the STEM subjects -- science, technology, engineering and math -- to our next generation. Here are his communication strategy and techniques, deconstructed.