The Communication Strategy of NASA's Earth Observatory

Climate change is a complex, multi-disciplinary subject. Accurately conveying this complexity to general audiences, while still communicating the basic facts, is challenging. Our approach is to combine climate change information with a wide range of Earth system science topics, illustrated by satellite imagery and data visualizations. NASA's Earth Observatory web site (earthobservatory.nasa.gov) uses the broad range of NASA's remote sensing technologies, data, and research to communicate climate change science. We serve two primary audiences: the "attentive public" --people interested in and willing to seek out information about science, technology, and the environment--and media. We cover the breadth of Earth science, with information about climate change integrated with stories about weather, geology, oceanography, and solar flares. Current event-driven imagery is used as a hook to draw readers. We then supply links to supplemental information, either about current research or the scientific basics. We use analogies, carefully explain jargon or acronyms, and build narratives which both attract readers and make information easier to remember. These narratives are accompanied by primers on topics like energy balance or the water cycle. Text is carefully integrated with illustrations and state-of-the-art data visualizations. Other site features include a growing list of climate questions and answers, addressing common misconceptions about global warming and climate change. Maps of global environmental parameters like temperature, rainfall, and vegetation show seasonal change and long-term trends. Blogs from researchers in the field provide a look at the day-to-day process of science. For the media, public domain imagery is supplied at full resolution and links are provided to primary sources.