This is Climate One, changing the conversation about energy, economy, and the environment.

The facts about climate change have never been clearer.

So why has communicating them to the public been such a challenge?

Facts don't work by themselves.

Facts only really work when, one, they're embedded in moral narratives.

Secondly, facts don't work unless they're embedded in stories.

And third, the brain only absorbs messages that are simple and repeated.

Maybe the climate movement needs to think more like a public relations agency. What we really have to do is take a more integrated approach

that recognizes that fact and reason and rationality

have to be integrated with the emotional intelligence.

Selling the science of climate change. Up next on Climate One.

I'm Devon Strolovich. The scientific consensus is that human activity is cooking the planet

and disrupting our economies. Yet many people still don't believe that climate change will

affect them personally,

or they deny that the problem is urgent enough to take action that would disrupt their

lifestyles.

Can better communication, maybe in the form of a PR campaign, help sell the science of climate

change?

In the first part of today's show, Greg Dalton talks to David Fenton, the founder and chairman

of Fenton Communications.

Over four decades, David has pioneered the use of PR, social media, and advertising techniques to advance social change.

Some of his best-known campaigns include stimulating the rise in organic food sales, saving swordfish from extinction with a coalition of top chefs,

...