How to Fight Back Against the Skeptic

Article: “Defeating the Merchants of Doubt”

It seems that a number of people still believe that climate change or global warming is just a “theory.” By viewing the contribution of human pollution and waste to warming and climate change as speculation, the general public has not grasped severity of the subject in today’s world.
The article suggests that public confusion is caused by “doubt-mongering” (Oreskes & Conway, 2010, p. 686). The authors argue that, this strategy is not a new one and it has been used to negate other scientific studies and research, as well (p. 686). It seems that the history of claims against the theory root from sources that were biased because of affiliations with or obligations to organizations that benefit from the research.
Though the article’s target audience is scientists, the solutions the authors give on how to combat the “doubt-mongering” can be applied to public relations campaigns, as well. Oreskes and Conway (2010) suggest:
A few years ago, 255 members of the US National Academy of Sciences wrote a letter in response to recent attacks on climate scientists. The Academicians began by noting that ‘science never absolutely proves anything’ and went on the explain that ‘when some conclusions have been thoroughly and deeply tested, questioned and examined, they gain the status of well-established theories and are often spoke of as facts.’ Although this care and nuance is intellectually scrupulous and admirable, being so philosophical about the ‘factual’ nature of climate change doesn’t serve public communication. (p. 687)
By asserting the facts about climate change and how humans can help change the downward spiral of global warming, scientists will better persuade the public of its severity. Oreskes and Conway (2010) also mention that scientists need to be informed of the history of “doubt-mongering” (p. 687).
When creating a campaign to persuade the public to believe in the scientists, public relations practitioners must apply these tactics. As always, words and the presentation of the material must be chosen wisely. The controversy, speculation and indifference surrounding this subject are a challenge, and in order to effect change, the public relations dynamics need to be creative, honest and clear. Many skeptics feel as though recent scientific interest and activity in the field as just a fad (Oreskes & Conway, 2010, p.687). Scientists have been discussing and proving the effects of global warming for years. By knowing the history, public relations professionals will be able to negate the doubt that climate change and global warming are a new trend among scientific research. Finally, as Oreskes and Conway say, “Reporters need to dig deeper” (p. 687). If persuasion is the end goal, then public relations professionals must become experts in the field. There is no way around it. You must know the facts in order to inform, persuade and move to action — it’s what we do.

Oreskes, N. & Conway, E. (2010). Defeating the merchants of doubt. Nature, 465(7299), 686-687. Retrieved September 21, 2011, from ProQuest Science Journals. (doi: 2065591471).