625587 external_news 1567610125 1567610125 In the middle of a winter’s night in 2017, Frank Luntz’s cellphone alerted him to a nearby wildfire. The longtime analyst of public opinion opened his bedroom curtains and saw, less than a mile away, flames chewing the dark sky over Los Angeles. Luntz — who specializes in how the public reacts to words — saw scary evidence of a threat that he once tried to neutralize with language. ... And therein lies an opportunity, according to Kim Cobb, professor of earth and atmospheric sciences at the Georgia Institute of Technology. Scientists observe and publish findings for the public, Cobb says, but then often fail to “recognize the emotional toll this takes on the recipient, and the challenge to their core values.”

 

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