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Eight Simple Rules for Talking About Global Warming

From the Natural Resources Defense Council

The majority of Americans believe global warming is real, that humans are causing it, and that it is a serious threat. By consistently wide margins, they think we should act now to stop the problem, which they readily relate to as a pollution issue. But complexity of the problem leads to confusion about the science. And the opposition has gotten better at deflecting pressure for results using nimble language of their own.

The most effective communications on global warming focus on simple, immediate impacts and are always linked to concrete solutions that are available now to start fixing the problem. Here are some proven tips:

1) It’s "Global Warming," NOT "Global Climate Change"

Republican pollster Frank Luntz urges opponents of global warming action to always use the term "global climate change" in order to suggest a natural process, rather than a man-made problem. The term "global warming" is both more accurate and more evocative, and it is the term you should use whenever possible.

2) "Global Warming Pollution" or "Global Warming Emissions," NOT "Greenhouse Gases"

Global warming is a pollution problem, and that’s how most people most naturally understand it. Air pollution is also the top environmental concern. Solutions people identify for air pollution are the same ones for global warming. Talking about global warming in pollution terms makes for a winning debate. By contrast, "greenhouse" obscures the important link to the heat-trapping emissions causing the problem.

3) Stay Close to Home

Advocates sometimes highlight on the most severe and dramatic global warming projections. Many of these effects seem remote, or just too big to fix. It is more effective to focus on direct and immediate concerns relating to people’s lives:

- Health
- Air Pollution
- The Economy
- State/Local Environmental Impacts

4) Beware of Bad Weather

Talking about the weather risks putting listener emphasis on daily variables rather than long-term trends – which means your credibility hinges on the nightly forecast. Always talk about long term trends, and bridge weather effects back to local/immediate concerns ("Global warming could be bad news for the ski industry," or "Hotter heat waves and longer droughts mean higher electric bills, trouble for farmers, and possible water shortages."). Avoid language like "extreme" or "severe" weather.

5) Sensible Solutions Within Reach

You cannot engage listeners on action if they think the problem is too big/too bad to manage. The fact is, there are solutions within reach today, and it’s important to make that connection. Global warming is a serious issue, but the good news is that we know how to fix it.

6) Technology + Leadership = the Answer

Innovation and technology are core American values. People believe in the power of solutions – especially in the tech-rich West Coast states. Presenting reasonable, balanced solutions and American technological leadership raises support for action dramatically. Stress that technologies are available now to start fixing the problem. And make sure to give examples ("…technologies like wind and solar power…").

7) Stand Up For Science

Scientists don’t claim to know everything about global warming; neither should you. Even people who say they support action also want us to keep up the research, even as we start applying solutions. Cite the strong conclusions by the National Academy of Sciences and other experts but don’t oversell. Scientists don’t yet understand all the nuances, but they have been working on the problem for more than 20 years and they say it’s a serious; we may not know every detail of the problem, but we know enough to know that it’s time to get started on fixing it.

8) Balance on Business

Business is the engine of innovation in America; global warming solutions depend on the private sector. But coal, oil, auto and energy company lobbyists are the biggest impediments to action (and the public has no love for these industries). You can criticize this corporate resistance effectively and still put yourself on the side of business and innovation in several ways: By citing top-name companies/business leaders that support action (BP; IBM; Johnson & Johnson; and many, many more); by citing market-based solutions; and by stressing the cost to business and the economy if we don’t take action soon.

IMPORTANT BUSINESS CAVEATS: First, research shows it is easy to oversell the purely economic case for action; remember that this is fundamentally a defensive case. Second, the public does not trust "voluntary" policies to cut global warming pollution; in fact they expect government to set reasonable standards. Stress that you are leading a consensus building process that brings everyone to the table – business, the public, government, scientific experts – to create concrete solutions/concrete action to stop global warming.

GLOBAL WARMING:  SOUP-TO-NUTS IN 30 SECONDS:

• Global warming is a serious threat to our health, our economy and our environment.
• Our whole lifestyle is at risk, including the special things that make [our state] such a great place to live and work.  
• The good news is, we know how to fix it. But we need to act soon.
• The problem is pollution – emissions from cars and trucks, power plants and other sources.
• The answer is cleaner cars, trucks and SUVs, and cleaner, more efficient energy technologies – technolgies like wind and solar power.
• We have a lot to learn about global warming, but we know enough to know that it’s time to get started.