It’s nice how the situation changes so quickly. Well, maybe not changes, but at least presents the opportunity for change. We’ve spent most of the primary season griping about reporters’ inability to open up the candidates’ positions on global warming issues. They tried in many cases, but there just didn’t seem to be enough differences between the leading Democrats and John McCain. On occasion we’d speculate (perhaps hope) that the general election might change that, but polls consistently showed that global warming also ranked low among voters’ priorities.


Now, John McCain is staking his presidential future in part on the idea that climate concerns will sway the ballots of independent and moderate swing voters. Yesterday, the Arizona senator and presumptive Republican nominee gave a speech at a Portland, Oregon, windmill manufacturer, in which he laid out his plan to tackle climate change. In so doing, he made global warming part of a series of issues - including national security, health care, and the economy - that he is using to begin the last leg of the race.


With yesterday’s speech, McCain was specifically hoping to distance himself from George W. Bush, who has not received high marks for environmental stewardship during his presidency. The press was all over it in that news-of-the-day sort of way. Reporters homed in on the not-Bush strategy, the key elements of Mac’s greenhouse gas reduction scheme (and that it’s not as strict as the Democrats’ plans or the Lieberman-Warner climate bill), and the fact that his environmental record is actually quite muddled.


There is a larger significance to the speech that reporters should be aware of, though. In setting up climate (and in an upcoming speech, energy) as a pivotal issue, McCain is giving reporters license to go beyond the stump-speech rehash. This is the daylight environmental journalists have been looking for. It is time to set the pry bar and pull.


The coverage of yesterday’s speech offers hints to a number of strategies reporters may use to do that. Most journalists cobbled their articles together from prepared remarks that the McCain camp sent out on Sunday and Monday. The best pieces, like those from The New York Times and The Wall Street Journal, seemed to rely least on those scripted quotes and offered some context instead. The Times, for instance, wrote that:


Mr. McCain’s speech, a compilation and sharpening of many of his existing proposals, was most notable as a political document that sought to appeal to the independents he is wooing for November. It put him slightly to the right of center in the environmental debate.


The Journal deserves credit for being the only newsroom to add some nuance to environmental advocates’ opinions about McCain. Many outlets, like Grist and National Public Radio, rounded up a the usual green suspects, including the League of Conservation Voters, to give the not-good-enough reaction to McCain’s speech (NPR also has a very nice sidebar on his climate-related record and proposals). The Journal, on the other hand, has Sierra Club president Carl Pope admitting that the Arizona senator has “room to grow”:


In a sign of Sen. McCain’s potential appeal to environmentally conscious voters, a top official at the Sierra Club, one of the nation’s most influential environmental groups, said the group might not endorse any candidate for president. The group endorsed Democrats in six of the past seven presidential elections; it declined to endorse a candidate in 1988.


At the regional level, The Dallas Morning News offered a similar helping of useful context, with reaction quotes from the governor’s office and a number of lines about how climate legislation could affect Texas. And The Oregonian carried a great article that bore an Associated Press byline, but had good local perspective founded on a truly excellent question:


Will McCain’s global-warming pitch work with green-savvy voters, not just in Oregon, but places like Washington and California, traditional Democratic strongholds where McCain’s advisers have said he believes he can compete for votes from independents and moderate Democrats?

Curtis Brainard is the editor of The Observatory, CJR's online critique of science and environment reporting. Follow him on Twitter @cbrainard.