This train of thought is useful.

However, there are limitations to the underlying public relations or propaganda model, in which an elite attempts to change the attitudes and actions of a population.

For one thing, such an effort is not taking place in a vacuum.  Any serious attempt to persuade people about climate change will run smack dab into two other PR campaigns.

First, our culture is permeated by an ongoing propaganda campaign pushing consumerism (advertising).  This campaign has been going on for decades, and has a wealth of talent and money behind it. Consumerist attitudes are deep and widespread.

Secondly, there is a concerted disinformation campaign by fossil fuel industries and some of the right wing.

How should a climate change campaign deal with these opposing forces?  I think that the problem is ultimately political -- not just one of PR techniques.

Another limitation of the PR view is that it assumes society will continue more-or-less as it has been, with a relatively apolitical population which can be manipulated by PR techniques.

If events like Katrina and rising energy prices continue, then economic turmoil will follow.  The political landscape may change very quickly, as it did in the 30s and the late 60s.

Just to clarify - the kinds of research I'm talking about here, and the approaches I think they suggest are NOT about simple PR tactics.

For example the Kaplans' work is very much about participation and collaborative problem solving, and requires moving way beyond simple messaging and information campaigns.

A genuine effort to understand and engage people with global warming requires more effort, involvement and respect than a PR approach is going to generate and does address the political and social dynamics that you are concerned with.

I think we're on the same page here - my premise in this post was to suggest ways to move beyond PR and simple models of information dissemination into the richer territory of human decision making and problem solving. You say the problem is ultimately political. In my mind political problems often come down to decision making problems, and understanding what's underlying decisions people are making can contribute to better political outcomes.

Actually, I don't have any trouble with PR and propaganda.  And it's good to go beyond traditional PR, to modes that are more respectful, as you suggest.

I'm afraid though, that events are shaping up to be more tumultuous than expected. Just look at the anger in the US over a relatively small increase in gas prices.  

Consider what would happen if the US attacks Iran, oil prices go to over $100/barrel, a recession hits, and we have another damaging hurricane season.  

Rather than awakening interest in global warming, the challenge may be to channel the anger and frustration that will emerge.  

Good PR techniques will be useful tools, but I think they will have to be part of political movements that are stronger and more informed than they are today.

We will need a DEEP understanding of the issues, particularly energy.  Right now the political parties and mainstream environmentalists are not there yet.

The big push for renewable energy occurred during the OPEC oil embargo in the 1970s, motivated by economics and self-reliance and not motivated by the environment nor global warming.  We have been here before, so lets frame the social lessons learned from the oil embargo and use the price of peak oil for a new big push for renewable energy.  We will need leadership like that supplied by President Carter.  Solving for energy self-reliance will have the by-product of reducing CO2 production, just as burning fossil fuels had the by-product of increasing CO2 production.  

It is serendipitously wonderful that the least-cost energy is also carbon-free.  

The political front lines will promote carpooling and lower maximum speed, plus expand mass transit.

Conservation will reduce natural gas and oil for home heat and hot water so that these fuels can be diverted to transportation and agriculture.

Finally, we will fund research and development of massive renewable energy systems with great diversity, from clothes lines and attached greenhouses to solar district heating and windmills.  Then we export this new technology around the world.

My prophecy, if I can be so bold, is that economic hardship and war will distract attention away from the global warming focus.  We should prepare, use the hand we are dealt, and play the game of renewable energy self-reliance.  

Protect the old and protect the young.  Feed the poor.  Save money and save the Earth.  I agree, framing is very important.