Climate Cover-Up

The implications of climate change and global warming are one of the most complex topics to understand. With the media's controversial depictions and the increasing amount of doubt, society remains perplexed about the effects of climate change and global warming.

James Hoggan, the co-founder of DeSmogBlog, addresses this issue in his book "Climate Cover-Up: The Crusade to Deny Global Warming." The book examines the corporate approach to the issue of global warming and reveals misconceptions on the topic. Hoggan questions the motives of corporate giants and uses metaphors to inform his audience of "whom to trust." He identifies these corporate structures as "lousy lifeguards," people who are untrained and put society at risk (Hoggan,7).

For example, Hoggan identifies Freeman Dyson as a classic lifeguard. Dyson is a well-recognized and established physicist/writer. He has won a multitude of awards for his outstanding work in science and journalism. Unfortunately, Dyson is also a major critic of global warming. According to the book, in the March 25, edition of the New York Times Magazine, Dyson was credited as being "the Civil Heretic." Although this was an esteemed honor, Hoggan expresses how the media misinterprets ideas of flawed sources.

"As a lifeguard, the last time Freeman Dyson went down to the bottom of the cliff to check on the rock pile was, well, never. He too has no background in climate science, having done no research whatever - ever - on atmospheric physics or on climate modelling" (Hoggan, 8).

This specific chapter resonated with me because it allowed me to recognize how our perceptions of climate change and global warming can be altered. It is imperative for public relations practitioners to gain knowledge from credible sources so that they can build relationships and enhance behaviors. If public relations practitioners fail to do so, not only will they lose clients, but they may also face losing credibility themselves.

Understanding Framing

Framing, a concept that identifies messages through a particular perception and moves a message accordingly, can be described as one of the most important techniques of a public relations strategy or campaign. Framing is important because it influences a public to understand or view a message from different perspectives and, eventually, allows the public to gain knowledge from the message.

According to Susan Nall Bales' article, "Breaking the Frame," framing was first introduced by Gregory Bateson in 1955 to describe "how preconceptions influence the way the public interprets and assesses a given political position or issue." Bales continues to explain how sociologist Erving Goffman published the book "Frame Analysis" in 1974. In his book, Goffman identified how people make judgments that allow them to gather their own ideas about certain messages. Goffman's approach was later applied to communication tactics (Bales, 1).

Communication messages are framed by the media. Bales proved this theory with an analysis demonstrated through surveys that analyzed past media coverage, examined possible frame patterns and recognized how "to open the minds of new policy solutions" (Bales, 1). Strategic Frame Analysis is the product of Bales' research.

In relation to the article "The FrameWorks Perspective: Strategic Frame Analysis," Frame Works describes strategic frame analysis as the approach to communication research and practice that pays attention to the public's deeply held worldviews and assumptions. Frames use metaphors, visuals, stories, context, messages, messengers and numbers to move a message. These elements permit the public to connect with new information (Frame Works, 2).

It is important for public relations professionals to grasp the idea of framing because they formulate and move messages for an organization and its publics. A public relations practitioner must be able to identify what messages are appropriate and how the public will receive those messages. If a public relations professional fails to effectively interpret a message, the public will not recognize the strategies or objectives of a public relations campaign.