In addition to the relatively common primary space tourism strategic
communication functions discussed in the last chapter there was an additional set of
such purposes. These secondary functions were not as prevalent as the primary ones but
they are nevertheless deserving of mention and serious consideration. They include, in
order of quantitative significance: 1) Stakeholder conflict resolution, 2) Altering
perspectives, 3) Attention arousal, 4) Adjusting expectations, 5) Influencing
perceptions, 6) Refutation, 7) Creating involvement, 8) Community relations, 9) Rumor
response, 10) Customer relations, 11) Environmental scanning, 12) Obtaining feedback,
13) Risk management, 14) Influencing media coverage and 15) Reputation
management.
Keywords: Arousal, attention, community relations, conflict, conflict resolution,
customer relations, environmental scanning, Futron Corporation, refutation,
involvement, influencing media coverage, media, perception, perspective,
refutation, reputation, reputation management, rumor, Stakeholder Value Network
Model, The Space Show.
