Over at the Post-Normal Times blog, Sylvia is is pointing to connections between GOP pollster Frank Luntz’s work and the Nisbet/Mooney “framing science” kerfuffle. Sam Bradley at Communication, Cognition, and Arbritrary Thoughts is on the connection as well. I’ll take the opportunity to expound on what Luntz generally does right and where Mooney/Nisbet have misstepped.

What Luntz has a knack for is an appreciation for the perspective — and feelings — of the listener. “It’s not what you say, it’s what they hear,” he writes. Marketing Guru Seth Godin puts it a little differently, noting “what you do is not nearly as important as how it makes people feel.”

How have Mooney and Nisbet made scientists feel? Not very good, if the blogosphere dustup is any indication. But that’s what happens when you accuse scientists of “ceding their ability to contribute to the future of our nation.”

So Mooney and Nisbet have repeated the mistake that the scientific establishment itself makes - focusing on being right over being clear and compelling. Watch the trailer for the film “A Flock of Dodos, which explores how the proponents of “intelligent design” have established it as a legitimate alternative in many people’s minds to the theory evolution by.. being nicer than legitimate scientists.

“I think people have to stand up and say, you’re an idiot!” fumes one scientist in the film about intelligent design believers - a remark that has probably driven many to embrace the theory.

So what’s the lesson for nature protection and pollution control experts? Listening is important. Conveying that you respect your audience is important. And which of the words that work help convey that you’re listening? Try “balance,” “fair,” and “working together.”

Tip of the hat for to Andy Goodman for alerting me to the film.