When you think about it, it’s obvious. When all international Bad Boys of Corporate Innovation started getting into the Space Race, it was inevitable that Jeff Bezos would join them.

Recently, Blue Origin, the space exploration LLC owned by Amazon founder and Architect of Modern Consumerism, Jeff Bezos, achieved what it – and everyone else – called a key milestone. To whit, safely launching a rocket that ALSO safely returned from space.

So-called “reusable” rockets is a huge step for the for-profit space entrepreneurs. When you know, the money’s going to keep rolling in, just letting the rocket components “splashdown” is no big deal. But if you are trying to turn a profit, you can’t just keep tossing your rockets in the trash like crushed Natty Lite cans.

Everyone is trying it. Bezos just made it work. The vehicle, named “New Shepard”, rocketed 100 kilometers into space and landed back at its launch site … according to a Blue Origin press release.

Bezos was beside himself with delight in his message: “Now safely tucked away at our launch site in West Texas is the rarest of beasts—a used rocket. Full reuse is a game changer, and we can’t wait to fuel up and fly again.”

Reusable rockets are also priceless in the PR game. Investors are looking for exactly that gold standard. Elon Musk, whose SpaceX has been working on the same goal, was magnanimous about his competitor’s success. In Twitter post, Musk said: “Congrats to Jeff Bezos and the BO team for achieving” a vertical takeoff and landing.

Good sportsmanship, for certain. Nice form, Elon. But you can bet that just means SpaceX will redouble their efforts. Remember the history of space exploration. Russia struck first, but the US counterpunch led the way for a generation. You can bet Musk and SpaceX are hoping to do exactly that.

And they better hope to do it fast. Once again, the world is watching the skies.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.


  1. It’s an IPS LCD display silamir to the iPad. So reading would be a silamir experience to reading on the iPad albeit on a smaller 7 screen. Reading is not going to be as good as on typical Kindle (gen 1, 2, 3, 4, or touch) which uses e-ink technology. The Fire has a backlit screen. E-ink Kindles rely on an outside source for lighting.I have a Kindle 3 that I will continue to use strictly for reading. Sure I’ll use the Fire for reading too, but only when away from my K3.

  2. Hi, the poem is actually a few pages long, so I couldn’t write it down in my notes. When I revisit the gallery toward the end of this week, I’ll be taking photos–if permissable by Deitch–including the Korine poem. Thanks for reading AP! CS

  3. it really depends what your doing this for if you are doing this to get sponsored or a demo version i’d take the HD camera but if the other camera has ok quality and your not planning on using for anything but like homeviewing or youtube or whatever bring the low quality one besides you dont wanna ruin your nice new one for no reason

  4. Bonjour,Gracianne, merci pour cette histoire qui mérite à elle seule de remporter le concours.Juste une précision, fleur de sel, n’est-ce-pas depuis anne bolleyn que les Anglais mangent de la tête de veau LOL (c’est horrible, je sais mais je ne peux pas m’empêcher, et puis ce n’est pas moi qui ai commencé avec cette histoire tragique).

  5. sono notoriamente un fan incondizionato di Cà del Bosco, ma proprio domani mattina sarò in visita da Bellavista per una meditata degustazione di tutti i loro Franciacorta. Le saprò dire presto quindi…

  6. over to her blog yet, go now! Not only does she have great recipes (like this killer granola, these dark chocolate cake doughnuts, and my all-time favorite roasted Brussels sprouts, butternut squash, and cranberries), but she


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