Environmental Sustainability in Practice

Putting it All Together

Here are some important general principles about what to stress and what to avoid when communicating climate change to the public. Most of these principles apply equally to messaging about other environmental issues.

How scientists (mis)communicate

1.  Failing to craft key messages: Simple clear message (around 9 seconds).

2.  Using jargon; overdoing detail: The more you say, the less they hear.

3.  Focusing on areas of debate: Forgetting to repeat the basics that we already know, makes it look like things are much more up in the air than they are. 

Turn your world upside down

Scientists tend to take a top-down approach to their work and how they communicate it. Typically, they begin with a broad background of the topic, followed by supporting details, and end with their results and conclusions (i.e., the bottom line).

The public, on the other hand, consumes information in the opposite way. They first want to know what the bottom line is, followed by the “so what?”, and look for supporting details if they want more information.

Problems arise if we take a scientific approach to communicating climate change to the public. By doing this, we risk giving so much information at the beginning that the public can’t figure out what the bottom line is.

How can we fix this? Trust and Framing

1.  Affirm rather than threaten values.
How we frame the solution is important. To frame solutions that can come across as threatening, try these guidelines:
  • Reduce
  • Limit
  • Sacrifice
  • Conserve
2.  Alternative angle on solutions and messengers.
Who is talking has everything to do with how much you accept what you have heard. We need to think about who should be delivering climate messages. Trust in the messenger is critical to acceptance of the message. Here are some stronger ways to frame solution messages:
  • Innovate
  • Overcome constraint
  • Exceptionalism
  • Rise to the challenge 

How to ‘Smarten Up’ Communication

1.  Audience focus
  • Who are they, what do they want to know?
  • What are they concerned about?
2.  Engage not lecture
  • Tell them what they care about and what they want to hear, not what you think they should know.
  • Engage in a conversation about what they care about.
3.  Connect on values
  • Trust in the messenger is critical; do they share the same values?
  • Solution-focused, communicate multiple benefits. 

What Works?

Craft a few key points.

Make messages simple and memorable, using imagery, metaphors, and stories where appropriate.

Lead with what you know.

Include positive solutions: Negative messaging is very difficult for people to absorb if they think there is nothing they can do about it. This can evoke several psychological defense mechanisms that inhibit both understanding and action. Including positive solutions is important. 

Examples of Climate Change Messages

Climate change is happening now.
People are causing it this time.
It's already affecting us.
Impacts will increase.
Virtually all climate scientists agree.
We can limit the damage, if we choose to.
Your own choices matter. 

The Bottom Line

Know your audience.
Simple clear messages repeated often are best.
Tell stories, use metaphors.
Connect on values.
Use a variety of trusted sources.
Supplement with appropriate visuals.
Offer choices and solutions.


Now you’ve got the gist of communicating environmental issues effectively, particularly climate change; right?!
 

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