NASA cannot advertise, which has forced the space agency to create innovative methods to sell its story . NASA’s live-streamed TRAPPIST-1 press conference offers a master class in communicating scientific information (or any complex idea) to a broad audience. Stick to the 18-minute ruleNASA’s press conference was short, but filled with content. The presentation itself ran for exactly 18 minutes, the same length of a TED Talk (Q&A stretched it to 38 minutes). The TED conference has found that 18-minutes is just the right amount of time to have a substantive discussion without putting your listeners to sleep.

Source: Forbes February 26, 2017 15:01 UTC