Most media outlets and environmental activists were warning of cooling. The first Earth Day event in 1970 was focused primarily on global cooling.
The climate scientists you mention didn't exactly go out of their way to set the record straight publicly, since people were afraid enough of cooling.
Bottom line, the activists have an agenda. That agenda hasn't changed - shut down the "American consumerist" lifestyle. Over the decades these groups - UCS, PIRG, Greenpeace, etc... - have blamed various problems, some real, some exaggerated, many just plain made-up, on the "American consumerist lifestyle" and/or components of it. Typically the blame falls on the economic sectors necessary to realize this lifestyle - manufacturing, energy, agriculture... These sectors ironically were blamed both for cooling AND warming..... They're just trying to make a buck producing and selling things that we the consumers choose to buy, and they're blamed for the weather.
What's interesting to me is that, of late, these activist groups have blamed the consumer directly rather than the producers only. The indirect approach is always more effective than the direct approach, and this direct approach risks alienating people who drive SUVs or minivans because they have a large family or coach a soccer team. Trust me you don't want to alienate soccer moms.
But I digress. The point is, it's an agenda-driven process. The agenda is to shut down the lifestyle. This itself is detestable to me since nobody's forcing them to adopt that lifestyle - if they want to move to the outskirts of Burlington, VT and make a living selling trash sculptures on the side of the road, they're welcome to (and apparently the value of their plot of woodland is stable too). But they attack the lifestyle nonetheless. The arguments against the lifestyle failed in the realm of economics, so its detractors switched to making arguments in the realm of environmental activism.
But the process always starts with an agenda, with the same agenda. The agenda is to shut down the "American consumerist" lifestyle. The m.o. is to blame it for various and sundry problems - in this case, the weather. So whatever weather people will fear, they come up with a rationale as to how that weather is caused by the lifestyle. People tend to fear an exaggerated version of what's presently happening. So when it was generally cooler in the 1970s and had cooled for 30 years, they came up with "global cooling" and blamed us. Then when it was generally warmer from the late 1980s through 1990s, they changed it to "global warming" and again blamed us. Now that it's not warming any more and may be cooling, it will be interesting to see where the story goes - be it the catch-all of "climate change" or "global dimming offsetting global warming."
It doesn't matter that the scientists at the time, to the extent they dealt with long-range climate issues, were focused on CO2 as a heat-trapping agent. The scientists who had the activists' ear were the ones touting cooling. It doesn't matter what some esoteric university climate science journal said - the voters read Newsweek and Time. The theory you heard and read about in those periodicals and the news media generally, and in the speeches by environmental activists, was cooling. The scare tactic du jour was indeed global cooling:
This [cooling] trend will reduce agricultural productivity for the rest of the century -- Peter Gwynne, Newsweek 1976
There are ominous signs that the earth's weather patterns have begun to change dramatically and that these changes may portend a drastic decline in food production - with serious political implications for just about every nation on earth. The drop in food production could begin quite soon... The evidence in support of these predictions has now begun to accumulate so massively that meteorologist are hard-pressed to keep up with it. -- Newsweek, April 28, (1975)
This cooling has already killed hundreds of thousands of people. If it continues and no strong action is taken, it will cause world famine, world chaos and world war, and this could all come about before the year 2000. -- Lowell Ponte "The Cooling", 1976
If present trends continue, the world will be about four degrees colder for the global mean temperature in 1990, but eleven degrees colder by the year 2000...This is about twice what it would take to put us in an ice age. -- Kenneth E.F. Watt on air pollution and global cooling, Earth Day (1970)
The continued rapid cooling of the earth since WWII is in accord with the increase in global air pollution associated with industrialization, mechanization, urbanization and exploding population. -- Reid Bryson, "Global Ecology; Readings towards a rational strategy for Man", (1971)