Helping Space Lift Off

Space may feel distant from your daily life, but it is much closer than you think. Every time you FaceTime a relative, plan a route home during rush hour, undergo laser eye surgery, or use weather data to decide when to plant your spring bulbs, you're benefiting from space-derived technology.

I recently joined AstroAgency, the world’s first communications agency for space. This role has exposed me to the impressive scale of innovation and the passion shared by people in the space sector.

In the UK, the space sector contributes £18.6 billion to the economy and space technology underpins a whopping 20% of the UK economy, with the majority of environmental monitoring conducted via satellites. Yet growth is constrained because many people underestimate the critical role space plays in modern life.

Indeed, only a tiny part of it is blasting daisy-kissing celebs into the sky.

The space industry needs more businesses to contribute to the sector, more users from adjacent industries to utilise space data, and especially more young people and career changers to view space as a future career option. While some refer to this as a skills and supplier shortage, I see it as a communication challenge. Factors such as Brexit, COVID-19, and a reduced foreign workforce have impacted growth, but the need for clearer communication remains a significant opportunity.

The State of Marketing Spend 2025 report by Sopro highlights that the tech sector, which includes space, spends only 10% of its revenue on marketing, placing it near the bottom in comparison to other sectors. I suspect the space industry spends even less if we were to crunch the numbers.

To expand, the space sector must effectively communicate not only what it can accomplish but what it needs to achieve the goals laid out in national space strategies. With over 100 countries investing in space activities, targeted messaging will help attract talent, suppliers, and investment.

The Wall Street Journal noted a doubling in the usage of the term “storyteller” in LinkedIn job postings in the U.S. this past year. Jobs featuring storyteller are visible on job boards in the space sector, where communication skills are increasingly in demand. Storytelling remains a crucial aspect of public relations, in spite of what Martin Sorrell may say.

If you're a PR student, recent graduate, or seasoned professional perhaps from a tech or corporate communications background, the space industry needs you. PA and PRCA in-house members working in firms like logistics or data should explore government initiatives such as the UK Government’s Unlocking Space Programme or Space Scotland’s Pivot Programme, which support funding and guide new businesses entering the thriving UK space market.

At AstroAgency, my goal is to change perceptions of commercial space and promote its importance to the economy, environment, and society. This role has solidified my belief that whether working in B2C or B2B contexts—be it product PR for holiday shoppers or facilitating landmark moments like Scotland’s inaugural orbital launch from the shores of Shetland—we as communicators must help organisations connect with their audiences in meaningful ways to advance their missions, on Earth or beyond.

You can follow my journey in the space sector or connect on LinkedIn.

Jennifer Robertson is Chief Marketing Officer of AstroAgency and sits on the management board of the PRCA.