[Note: This post was originally featured on CleanTechnica.]
As climate change advocates, we know how important it is to connect with our audiences through effective messaging. Training and technical assistance for environmental decision-makers is typical, but many of these leaders crave communications management. They understand communication challenges and recognize the importance of the “mindset” in framing our climate change communications.
But what are the best approaches to designing constructive, persuasive messages about climate change? What works to convince resistant audiences? What do deliberate climate change communications look like? These are important questions that need answers, because by understanding climate interpretation, we can change the national discourse — especially from the media — and focus on meaningful solutions that bring divergent groups together toward collaborative solutions to climate change.
Climate Change Communications Must Target Mental & Cultural Models
Jennifer West, coastal training program coordinator at the Narragansett Bay Estuarine Research Reserve, spoke at the Land & Water Conservation Summit at the University of Rhode Island campus in Kingston on March 10, 2018. She started out by outlining what climate change advocates need to know prior to composing climate change communications.
- Who is your target audience?
- What does your audience know and think?
- What would you like your audience to know, think, and do?