Civics, Social Messaging How Norway's national broadcaster reframed its climate coverage to become the most viewed content they produce.

Astrid Rommetveit, editor-in-chief of climate and investigations, NRK. Clear public guidelines articulate how NRK covers climate, framing coverage as key to reinforcing Norwegian democracy and underpinning public debate. They declare that “Our coverage should primarily be about how action is being taken, not if action is necessary.” Image by Tim Christian Wassmo / NRK

"Four years ago, Norway’s national broadcaster set out to completely reshape its coverage of climate change, restructuring reporters’ positions in the newsroom, and investing in producing fewer, but more widely read, climate stories. "The Norwegian Broadcasting Corporation’s dedicated climate coverage now consistently receives more views than the rest of the newsroom’s coverage, head climate editors say. In 2023, stories produced by the organization’s climate teams outperformed the average story on the website in 11 months out of 12, often dramatically. "The experience of NRK, as the broadcaster is known, seems to undercut a pervasive myth among many news organizations: that audiences simply aren’t interested in climate change journalism." - Katherine Dunn Article: How Norway’s Public Broadcaster Overhauled Its Climate Coverage