Communicating Climate Change
The July/August 2008 issue of the Columbia Journalism Review examines climate change and asserts that "media coverage of climate change is at a crossroads." Essentially, the article is saying that we're [moving] "beyond the science of global warming into the broader arena of what governments, entrepeneurs, and ordinary citizens are doing about it." Hence…
"Journalists will play a key role in shaping the information that opinion leaders and the public use to judge the urgency of climate change, what needs to be done about it, when and at what costs. It is a vast, multifaceted story whose complexity does not fit well with journalism’s tendency to shy away from issues with high levels of uncertainty and a time-frame of decades, rather than days or months.
How does this affect the communications professional? Media relations is all about building helpful, supportive relationships with those that cover our subject area. Better understanding reporters' challenges will enable us to better serve our clients.
The article goes on to discuss how climate change coverage might be sharpened in the year ahead in the broad areas of science, politics, and business.
Science and Technology
Scientists will continue to publish studies examining the "why, where, how fast, and with what impact climate change might occur." As is typical with science, some of these studies will likely be contradictory. Journalists should avoid “yo-yo” coverage with each new study and try to put the latest findings in context. Also, journalists will be increasingly wary of techno-energy fixes as well as conflicts of interests. Communicators should be prepared to not oversell stories.
Politics and Policy
Whether examining the policy nuances (e.g., cap and trade, nuclear power, emerging nations, etc) of the presidential candidates or analyzing those measures enacted by cities and counties, reporters will be especially a tune to how policy makers and politicians confront climate change. Communicators, especially those with large advocacy organizations as clients, can examine how member organizations are influencing decision makers.
Business and Commerce
The article wisely points out that "evaluating economic forecasts is even tougher than evaluating the science." Is climate change good or bad for the economy? Interface Corporation, the poster child of sustainability reporting is once again discussed with its often-told story of cutting waste, lowering energy use and reducing emissions, which in turn saved money. While it's vogue to set emission targets, how are governments and corporations performing?
No doubt, climate change reporting has the potential to touch on virtually all aspects of contemporary life. Reporters will need to "tell the story on their watch." The schools editor could examine changes to curriculum and how the climate change debate is affecting text book publishers. The garden editor should examine planet hardiness zones and how both home gardeners and seed producers are affected. Will shifting food production impact the quality and selection of the local farmers market?
Communicators have a responsibility to help the media place climate change in a context in which readers will feel compelled to act.
