Overview of Book Written byJames Hoggan with Richard D. Littlemore

Dr. LaRae M. Donnellan, APR, CPRCProfessor of Public Relations

Florida A&M University

Hoggan’s Argument“[T]he public argument about climate change

[has] very little to do with science and a great deal to do with public relations” (p. 43).

Climate scientists agree.“Debate” promoted

in some media.

(From http://www.prwatch.org/node/9650e)

Remember the “Tobacco Debate”?Tobacco Industry Strategies:

Reposition debate: Not about health but about free choice.

Deny wrongdoing: The link between tobacco and cancer was never “proved” beyond reasonable doubt.

Excuse or minimize the problem: Lots of things cause cancer.

Astroturfing: Mobilize smokers to “fight for their rights.” Attack the character of your

opponent: Anyone who tried to educate or legislate against tobacco was simply trying to create a “nanny state.” (http://jama.ama-assn.org/content/279/10/772.abstract)

Climate Change “Debate”Industry Strategies:

Reposition debate: Not about climate change but about “hurting moms and dads … grandmas and grandpas … senior citizens … miners, loggers, truckers, farmers … families struggling to survive.”

Deny wrongdoing: The link between human activity and climate change has never been “proved” beyond reasonable doubt.

Excuse or minimize the problem: Climate change is cyclical. Astroturfing: Faking letter-writing

“campaigns” to oppose Waxman-Markey Clean Energy Bill in 2009 (Bonner & Associates PR firm)

Attack the character of your opponent: Al Gore is wrong.(http://island-adv.com/2010/12/report-1000-scientists-

worldwide-refute-man-made-global-warming/)

Have Deniers Been Successful?

(From http://www.gallup.com/poll/126560/Americans-Global-Warming-Concerns-Continue-Drop.aspx?version)

Partisan Divisions: Pew PollsCollege-educated

partisans: Are humans responsible (2008 Pew poll)?

Democrats: 75% yes Republicans: 19% yes

Why a difference? How they consume media &

which media they consume. Democrats: Better informed

about the science. Republicans: Better informed

about the controversy.Pew Research Center for the People & the Press, conducted Sept. 30-Oct. 4, 2009, among 1,500 adults reached on cell phones and landlines.

Power of StorytellingWachtman: “Good storytelling is the perfect

antidote to information overload” (p. 51).Jung: Importance of archetypes –

universal unconscious, story templates (e.g., the child, the “shadow”)

Rapaille: Everything has a code.Reptilian brain (instinct-driven)Limbic brain (emotional)Logical brain (analysis)

Why do stories fail … or succeed?(http://www.strategicbriefings.com/2010/book-review/book-review-the-culture-code-by-clotaire-rapaille/)

Sustainability Case StudyWhat does “sustainability” mean to you?What does “working toward our long-term

well-being” mean to you?What is your most memorable experience

associated with the concept of sustainability?

Sustainability Case StudyEd Wachtman:

MessageMeaningMyth

Dominant themes from his research: Meta-theme: Emphasize hopeCore themes: Community, interconnectivity,

transformation, reconciliation

(http://www.storytellings.com/people.htm)

Ray Anderson Case StudyVague sense something is not rightTriggering event (hero gets wakeup call)Epiphany (hero comprehends

challenge)Reconciliation (what is broken

must be fixed)Transformation (change behavior)Return & responsibility (act as force

for change)(http://www.interiordesign.net/blog/Design_Green/34426-The_Leadership_of_Ray_Anderson.php)

Understanding Framing“When the facts don’t fit the frame, it’s the facts

we reject, not the frame.” (Susan Nall Bales, FrameWorks Institute)

Benefits vs. shortfallsTax cuts, tax reliefCDC: It’s not true that “the side effects are worse

than the flu.”

Brain’s “subconscious rule of thumb is that easily recalled things are true” (p. 70).

Get your message out first to frame the issue.(http://obeliskseven.blogspot.com/2010/11/global-warming-frameworks-institute-on.html)

Three Levels of Public DiscussionBig ideas

Freedom, justice, community, stewardship, responsibility

CategoriesThe environment, child care,

health careSpecific issues

Clear-cut logging, child tax credit, funding for the EPA or Planned Parenthood (http://planetgreen.discovery.com/go-green/ultimate-go-

green/green-numbers.html)

Reframing Climate ChangeFrameWorks’ findings:

Canadians were slightly less confused than Americans about how to address climate change.

No further ahead on taking action.Talked about impacts, not causes.Unable to identify humans as

causing problem.Thought problem was with ozone

hole.

“When people don’t know how things work, it’s easy to spin them … ” (p. 74).(www.demotix.com)

Reframing Case StudySimplified explanation for climate change

“Heat lock” or “blanket”Focus groups & national surveys to test

messages & messengersScientists OK to speak about potential

negative effects of climate change.Environmentalists OK to talk about

solutions.Environmentalists NOT OK to talk

about potential negative effects.

(http://www.nytimes.com/2006/01/29/science/earth/29climate.html?_r=1)

Dr. James E. Hansen, NASA Scientist

Importance of ListeningWhat does Hoggan say the chances are of

changing people’s minds as a result of “debates” on TV?

System tends to solidify opposing positions.

(http://blog.timesunion.com/kristi/15331/sherri-shephards-bikini-wax/)

Yankelovich’s Dialogue RulesPurpose is to understand.All participants should speak for themselves.Treat everyone as an equal.Be open & listen when you disagree.Search for assumptions.Listen with empathy; acknowledge

what others say.Look for common ground.Express disagreements in terms of

ideas, not personality or motives.Separate dialogue from decision-making.Respect all points of view. (http://www.sfgate.com/cgi-bin/blogs/inoakland/

category?cat=2865&o=10)

Dialogue Among Big GroupsPolling & focus groups have weaknesses.ChoiceDialogues

Carefully prepared workbook with lots of information

Values-based choicesLong time frame for

participants to work through issues together.

(http://www.viewpointlearning.com/offer/choice.shtml)

ChoiceDialogues & SustainabilityPeople come to important judgments about

complex issues in three steps:Opinion Formation – Begin to get sense of urgencyWorking Through – Look seriously at choices & trade-offsResolution – Set out & act on optimal choices

2005-2006 research findings from four groups Issue wasn’t lack of understanding of sustainability.Participants supported sustainability initiatives &

making changes in their own lives IF …Government, industry and other people make changes,

too.

10 Communication Principles80% performance; 20% telling about itPerformance exceeds expectationsCore values explicit; framed in ethical termsPrivileged institutions must do moreSilence/denial = bad faithNo benefit of the doubtPlain talk essentialHonesty/integrity = valued by publicNoble goals but deeply flawed

execution = hypocrisyDeliver results

(http://www.corbisimages.com/Enlargement/42-21523287.html)

Cialdini’s 6 Persuasion PrinciplesFlattery will get you everything.Do unto others as you would have them do

unto you.All the neighbors are doing it.Can I get that in writing?Trust me; I’m an expert.On sale – while they last.

Hoggan’s 7th: Act responsibly or always tell the truth.