Society of Environmental Journalists’ founder Jim Detjen and I were sitting together at an SEJ gathering not long ago wondering about the size of the collective readership/viewer/listenership of all of SEJ’s members. In essence, what is our potential reach? We calculated that it must be in the tens of millions. That’s power to help set the national dialogue and, in many cases, the global dialogue. Read more from SEJ President Jeff Burnside.

The quarterly SEJ President's Report in SEJournal normally examines an issue important to the future health of the Society of Environmental Journalists and what you as a member might do about it. This time, in the just-released Winter 2015 issue, Jeff Burnside's report examines a different set of responsibilities: whether journalism is asleep at the wheel in failing to sufficiently cover a looming, irreversible environmental issue. Our most iconic and beloved wild species are now on the precipice of extinction, functionally if not literally.

With SEJ currently celebrating its 25th anniversary year, we asked some of the society’s founders — among them luminaries in the environmental journalism profession — to share their thoughts on what the organization has meant to the field, where SEJ is going next and what they see as the big environmental stories of our time. Here are their insights.