Science, in general...but including wildlife science, is struggling to find a way to communicate important information to the public. Whether the topic is climate change or a state-wide issue, coming off as a 'white lab coat stiff' is not a good way to communicate.
I've spent the better part of my career trying to explain research results of much smarter people (than me) to the public. Or, trying to train my colleagues to communicate better.
Here's a great example of a way to use modern technology (i.e., YouTube) to bring field research onto the public's IPAD. The host is funny, and the general point about monitoring black bears comes through.