From the very beginning of global warming/climate change awareness, scientists and activists have made several public relations mistakes, all related to language. Scientists are inclined to choose terms that are understated and as emotionally neutral as possible, a bad decision when confronted with a serious problem. The choice of the words “global warming” was a mistake from the start. The word “warming” has positive connotations, such as a “warm person” or a person sipping a warm latte while cuddled with someone in front of a fireplace. The proper choice should have been “global heating.” But scientists went from bad to worse in largely substituting “climate change” for global warming, introducing a term with even less emotional heft. It’s like describing the attack on Pearl Harbor as “naval change.” Why not “climate crisis” or “climate chaos”? I would also ask the scientists and activists, “Whose minds are you trying to change?” If you are trying to convince a large population of poorly educated American voters, why do you persist in using the metric system when your target audience is more familiar with inches and feet? Describing a sea rise in inches or feet will mean more to them than millimeters or meters. Finally, stop saying “the new normal.” No, the extreme weather changes are NOT normal and that language only feeds into a mindset of complacency.