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Bob McDonald

Despite breakthroughs in Franken-foods and robotic technology, science hierarchies employ the same age-old formula against women where a bumpin' body takes centre-stage over a beautiful mind. Have Einstein's IQ? Cool. But don't you dare look like him; and if you're heading down the family way, smack on the cocoa butter, prance like a photo shopped yummy mummy --two days after birth, because that is the rule -- and whip up that killer tuna casserole. Pronto.
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.