Ditch ‘warming’ and start talking ‘deteriorating atmosphere,’ PR firm says | Grist

Ditch ‘warming’ and start talking ‘deteriorating atmosphere,’ PR firm says

The non-profit PR shop ecoAmerica finally released the findings of its public opinion research today, bringing a trove of information about how on-the-fence Americans respond to different messages about climate change and energy.

The firm conducted an impressive amount of research in February through March—focus groups, a phone survey, an online survey—all focused on finding better talking points for wooing folks who are undecided about this whole global warming/clean energy/green jobs business.

This was the report whose summary was accidently sent to a bunch of media outlets after a White House briefing from ecoAmerica in April, leading to a not-very-flattering story in the New York Times. The story suggested it’s cynical to try to sell the climate crisis the way you’d sell toothpaste, and it’s true that the report wholeheartedly embraces a public-relations way of looking at things:

via Ditch ‘warming’ and start talking ‘deteriorating atmosphere,’ PR firm says | Grist.