Teaching Environmental Scientists How to Make it in the Media: EMA's Interview with Carole Love and Dave Brenner
It seems counterintuitive that the brightest minds in science need help communicating. Exploring the depths of the ocean? No problem. Processing decades of data to make critical climate models? Sounds fun. Explaining it all to the public? No thanks.
Why should it matter? Can't scientists avoid the public eye and stick to their labs and fieldwork? Much to their discomfort, when the work they are doing is consequential to the survival of humanity, it's essential to reach as wide of an audience as possible. Since our founding in 1989, EMA has provided scientists and activists a platform to link with the best storytellers in the entertainment industry to help amplify their work to a broader audience. Storytelling and media are two of the most effective tools in bringing about climate action, which is why we are thrilled to hear about a college course embracing this approach.
Thankfully, such skills as press relations, social media, and branding are teachable. We talked to Carole Love and Dave Brenner of the University of Michigan School for Sustainability and Environment to learn how they're guiding the next generation of environmental scientists to communicate with the public with confidence.
You teach a course called "Make it in the Media - Strategic Communications & Design for Impact," which aligns with what we do at EMA. Please give us a brief overview of the course and what inspired you to teach it.
At the University of Michigan's School for Environment and Sustainability, we're all about making a real-world impact. The school is really shaking up the traditional model of academia by getting out of the labs and classrooms to make a lasting change for our planet. Communication, visual design, and media relations skills are absolutely critical when it comes to engaging the public and inspiring action. Research is no good if it sits on a shelf, but often, the science community needs help communicating in a way that resonates with everyday people. Scientists often fill communications with jargon and lack outreach strategies that convey to the public, "This information is for you, and you can make a difference!"
Students know just how critical these skills are. So, a year ago, graduate students asked for a class that would equip them with communications, design, and media relations skills that will help them advance sustainability and climate action, regardless of which industry they enter after graduation.
To address this growing need, we designed a skills-based course to help students develop the expertise needed to communicate science effectively in real-world scenarios. Through the course, graduate students are learning media pitching and live interviewing skills, how to leverage social media channels, graphic design, web, and photography/videography skills to present information in a visually compelling way. We also discuss establishing a personal brand so students can be thought leaders. We need more experts who can communicate with credibility regarding climate action. Through this class, we are increasing the number of climate communicators with the skills to make a difference.
Why is this course so crucial from a job-seeking perspective?
Employers are increasingly seeking individuals who not only understand the science and solutions needed to solve the world’s most pressing environmental challenges but also who have the communications and storytelling skills to make science and sustainability more accessible to the public. Sustainability is now in a place where it’s getting integrated into all areas of business, government, nonprofits, and even Hollywood. It’s no longer in a silo, and an integrated approach requires everyone to do their part. Communication is one way we can help everyone understand their role. It’s also critical when it comes to public engagement and the media. Employers consistently rank communications as a top desired skill, and this class gives students a competitive edge in a growing job market.
Why is it critical for those in the sustainability space to try to brand themselves?
In a world with so much misinformation and greenwashing, especially when it comes to climate action, it’s important to have go-to, science-based experts to help guide strategies toward building a more sustainable future. What can we do that will make THE BIGGEST difference? What does the data tell us? These issues are far too time-sensitive for us to ignore data-driven solutions. Personal branding is one way to help establish scientists as the go-to experts on the topic for media outlets and the general public.
Compelling storytelling can help bridge the gap between scientific research and the general public. Who are a few scientists that are good examples of this strategy?
One of my favorite scientists doing this for years is the dean of the School for Environment and Sustainability, Jonathan Overpeck (@GreatLakesPeck on X). He’s one of the nation’s leading climate scientists, and he does an incredible job making climate science easy to understand for everyday people. He conveys what this means to people in their daily lives and in the spaces they care about. For example, he’s done national media interviews on everything from how climate change impacts Major League Baseball’s season to how it’s changing downhill ski season. He also tackles more serious topics like wildfire and drought, but he does so in a way that inspires hope. In this day and age, people are tired of climate doom and gloom and need solutions and hope.
Another climate scientist who is great at communicating climate hope and inspiring action is Katharine Hayhoe (@KHayhoe on X). What’s interesting about her approach is she’s an evangelical scientist who has a unique voice in the climate action movement. She’s able to bridge her faith and climate science in a way that cuts across what are often political and religious divides.
Finally, there are a few activist voices we love in the climate action social media space. Alaina Wood (@itsthegarbagequeen on Instagram) does a great job sharing climate action stories and things that inspire hope, and Leah Thomas (@GreenGirlLeah on Instagram, and an EMA Activist Board Member) makes climate justice and intersectional environmentalism incredibly accessible, which is SO important as we look towards justice-centered solutions.
Finally, social media is continuously evolving. What's a new challenge or opportunity in media that's unique to 2023 and beyond?
There's never been a better time for our course. The rise of social media has created an opportunity for all scientists and environmental activists to have a voice and a more significant impact. One trend that we find especially exciting is the environmental justice activism we’re seeing gaining momentum on TikTok and Instagram. We’re seeing issues of environmental injustice gaining greater visibility because of social media influencers, celebrities, and activists who are using their platforms for good. For example, in the case of the train derailment in Ohio, social media played a significant role in calling attention to environmental justice issues and advocating for those communities that were impacted by the release of toxic chemicals.
As iPhone cameras continue to improve, paired with social media and short-form video content, the barriers to entry have never been lower. This levels the playing field in a big way when it comes to getting the facts out there and inspiring action. Even if you don’t have the money behind you that big oil has, you can still make a massive difference with smart social media and content strategies, and that gives us hope as we look toward the future.
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About the Instructors
Carole Love is the Executive Director of Communications, Marketing, and Outreach at the School for Environment and Sustainability. She previously served as then-Governor (now Secretary of Energy) Jennifer Granholm’s Director of Communications and Social Media, where she helped establish Granholm as a leading authority on clean energy. She led strategic communications and crisis management in several high-level roles at the University of California, Berkeley. She worked as a producer for international, national, and local news organizations, including Current TV/Al Jazeera America and the Michigan Talk Network on Michigan Public Radio. She’s developed award-winning strategic communications and viral social media campaigns. Carole has media/messaging trained everyone from lawmakers and corporate executives to athletes, scientists, nonprofit leaders, academics, and everyone in between.
Dave Brenner is the Web and Creative Director at the University of Michigan School for Sustainability and Environment. Brenner previously served as a lecturer at University of Alaska's Department of Journalism. He is an award-winning artist with over 30 years of experience in his field. His photography and work with informational graphic design have been published in numerous publications and magazines, including Popular Science, USA Today, the Nature Conservancy, and the Detroit Free Press. His work in fine art is part of the University of Alaska Museum of the North and private collections.
The interview was written by EMA Director of Marketing Jay Jasinski.