Covering the Climate Crisis: How To Make Environmental Stories Work
The Times' Adam Vaughan on getting climate and nature stories published
I’m thrilled to have Adam Vaughan, environment editor at The Times, in the hot seat for this week’s edition of Off the Record. He tells us what it takes to get climate and nature stories published. From shifting political attention to the power of local storytelling, Adam shares insights on the challenges (and opportunities) of the environmental beat.
So, what makes a pitch stand out in a crowded inbox? Over to Adam!
1) What are some of the biggest challenges you face in reporting on the environment? One is simply the cyclical nature of political interest in the environment. Unlike a beat like health, for example, environmental stories can feel more prone to the ebb and flow of how high they are up the political agenda. That applies at a domestic level, e.g. a big uptick in 2019 during “climate strikes” and as Theresa May was being urged to adopt a net zero emissions goal, and at an international one. For example, climate coverage dipped after the 2009 UN climate summit. That said, public interest is still high: it’s roughly on a par with crime for “most important issues” in YouGov’s public attitude tracker. Misinformation is an issue, especially when it comes from politicians. Lastly, an ongoing challenge is finding the human interest. Who is the individual who makes a dry story into a gripping one that people can relate to? There are people like the late Ella Adoo-Kissi-Debrah and her mother, the air pollution campaigner Rosamund Adoo-Kissi-Debrah. But they are relatively few and far between.
2) Is it more difficult now than in the past to get environmental stories published? Have you noticed any changes in appetite among news editors/the public? This will make me sound hopelessly old, but it’s a bit like Top of the Pops. Air pollution is down, water pollution is up. Climate change science and diplomacy down, but questions of how we decarbonise buildings and transport up. This is largely a reflection of where political capital is spent, e.g. Labour focusing on water pollution, and current reader interest, e.g. many Times readers may be wondering whether now is a good time to switch to an electric car or heat pump. One thing I’ve been reassured by is how committed editors have been to Clean it Up, the newspaper’s water campaign. It launched in February 2023 and is still going strong. I think it resonates with readers because it’s something that is very place-based, people-driven and feels concrete rather than abstract like some environmental issues.
Be clear if you’re offering something exclusively, as that carries weight with editors.
3) How do you see the media landscape for environmental reporting evolving in the run-up to the next UK general election? It’s a long way off, but I’d be amazed if it wasn’t dominated by discussions about emissions targets, energy sources and energy bills. Labour will be under pressure on its claims about clean power by 2030, reducing bills by £300 a year and the success or not of Great British Energy. It’s unclear exactly what position the Conservative party will land on with net zero, but it has already made the bills claim an attack line. I expect there will be closer scrutiny of Reform’s opposition to net zero; if not renewable energy, how does it propose to bring down bills and secure supply? There are several 2030 environmental targets that will be looming by 2029, so I anticipate they’ll move up the agenda a little, such as 30 per cent of land and ocean being protected. That said, a left-field wildcard issue could be a surprise. No one seems to remember, but the breakout environment issue of the 2019 election campaign was which party would plant the most trees.
4) What makes a pitch stand out to you? That it’s been clearly thought-out as something that would work for me and The Times, rather than just being blasted around in a generic fashion. Also, just being to the point: who, what, when, where and why. I don’t want to have to scroll past paragraphs of buzz-word puff to the notes to editors. And yes I’m referring to you, Department for Energy Security and Net Zero press releases. Be clear if you’re offering something exclusively, as that carries weight with editors.
5) How do you navigate the challenge of covering global climate and nature issues in a way that’s relevant to local audiences? I think it’s all about bringing it back to human interest and things that matter to people: bills, food, their hobbies and how it affects where they live. If the story is good enough, I love the excuse to get out and about for some colour reporting. Increasingly I’m also thinking about a story’s merits based on whether it has good visual elements - photos, videos, audio, maps, charts - as well as writing good copy.
Now for a quick fire round...
Best time to pitch you? Before 9am if it’s for a story that day. Ideally further in advance, if feasible.
Worst time to pitch you? 4-6pm, when I’m typically working to deadlines.
A link to a story you wrote in an unusual place? This one (Complete with photo of me in the middle of nowhere in the Amazon rainforest)
Best place to contact you? Email adam.vaughan@thetimes.co.uk. For social media, I’m prioritising LinkedIn but still use Bluesky and X too.
Remember folks, keep this advice just between us! We’re off the record.
I’m now offering media masterclasses for brands looking to sharpen their storytelling, improve their relationships with journalists and boost their media impact. If you’re interested, please contact me at stephspyro1@gmail.com