Reading more like a something from PR Week than a premier scientific journal, Jeff Tollefson's article in Nature describes how better PR is going to do the trick for the global warming movement.
At Climate Central, a non-profit organization based in Princeton, New Jersey, scientists work with journalists and writers to develop climate stories in partnership with media outlets. The idea came together in 2008, backed by high-profile scientists such as Jane Lubchenco, who oversees much of the nation's climate science as head the US National Oceanic and Atmospheric Administration.
See also the accompanying editorial.