Clearly Communicating with the Public about Climate Change

Teresa MyersCenter for Climate Change Communication

George Mason University

“Everything should be made as simple as possible, but not simpler.”

Identify your Audience

Global Warming’s Six Americas

Alarmed Alice

• High certainty, belief in human causation & high perceived threat

• Uncertain about the effectiveness of action, both collective & own

• An opinion leader• High public affairs media use

Concerned Claudia

• Fairly high on certainty, human causation & threat

• Uncertain about the effectiveness of action, collective & own

• Average attention to news & public affairs content

Cautious Carl

• Weak on certainty, human causation & threat

• Unlikely to discuss or seek info on climate change

• Very low attention to the issue • Middle-of-the-road views opinions• Average media use, lower attention to

news

Disengaged Diane

• Very low on certainty, human causation & threat

• Has never thought about the issue• Traditional religious beliefs, lowest trust

in science• Very unlikely to discuss or seek info• Low civic engagement• Low attention to news, but high TV

viewers

Doubtful Dan

• Occasionally discuss the issue & pay attention to energy conservation information (but not global warming info).

• Average attention to most news.• Most trusted source: family & friends;

low trust in mainstream news media & environmental groups.

Dismissive David

• Very low on all key beliefs• May view climate change as a hoax• Likely to be an opinion leader

advocating against action• Strong individualistic values• Specialized media diet, with preference

for sources that reflect his own point of view

Global Warming’s Six Americas

Identify your Key Messages

Key Beliefs about Climate Change

1. Climate Change is Real2. It is Human Caused3. It is Bad for People

4. It is Solvable5. Scientists Agree

These audiences have different information needs.

I’d like to know what our nation (and what I) can do to address

the problem.

Source: Yale & George Mason

1. Climate Change is Real2. It is Human Caused3. It is Bad for People

4. It is Solvable5. Scientists Agree

These audiences have different information needs.

I’d like to know what our nation (and what I) can do to address

the problem.

I’d like to know what harm this problem will cause.

Source: Yale & George Mason

1. Climate Change is Real2. It is Human Caused3. It is Bad for People

4. It is Solvable5. Scientists Agree

These audiences have different information needs.

I’d like to know what our nation (and what I) can do to address

the problem.

I’d like to know what harm this problem will cause.

I’d like to know why I should

trust you.

Source: Yale & George Mason

1. Climate Change is Real2. It is Human Caused3. It is Bad for People

4. It is Solvable5. Scientists Agree

Alarmed Alice

• Information on the effectiveness of action will give her hope

• Correct her misconceptions• Likely to read information, process it

carefully & accept it• She will share what she’s learned with

others

Concerned Claudia

• Focus on what she can do & how it will help

• Increase her sense of the local, immediate & human threats

• Teaching her about the impacts of her actions will increase her reduction efforts

• Address her loss of trust in scientists & loss of certainty

Cautious Carl

• Normative messages may influence him• Don’t talk about the number of people

doing the wrong things – instead point out & praise the right actions. The more he believes others like him are concerned & environmentally aware, the better

• Localize the threats & emphasize the scientific consensus to increase his certainty

Disengaged Diane

• Narratives may capture her• She’s not yet aware that global warming

is a problem.• Needs to understand the impacts on

people here and now

Doubtful Dan

• Focus on energy independence, economic opportunity, and responsible stewardship.

• They’re not likely to be persuaded on the issue, but may be influenced by framing in terms of their core values .

Dismissive David

• Not a promising target audience.• Distrustful of climate science and

climate scientists• Unlikely to change his beliefs about

climate change, but willing to reduce energy use to save money.

The less we say, the more we are heard (but we need to say it often).(but we need to say it often).

The less we say, the more we are heard (but we need to say it often).(but we need to say it often).

1. Identify what is most important to convey

The less we say, the more we are heard (but we need to say it often).(but we need to say it often).

1. Identify what is most important to convey

2. Find ways to make your points simply and concretely

The less we say, the more we are heard (but we need to say it often).(but we need to say it often).

1. Identify what is most important to convey

2. Find ways to make your points simply and concretely

3. Convey them early and often

The less we say, the more we are heard (but we need to say it often).(but we need to say it often).

1. Identify what is most important to convey

2. Find ways to make your points simply and concretely

3. Convey them early and often4. Make it easy for people in the target

audience to convey them to each other

Simple, clear, messages – repeated often – by a variety of trusted sources.

All 4C reports can be downloaded at:

Climatechangecommunication.org

Teresa MyersConnie Roser-RenoufEdward W. MaibachGeorge Mason Center for Climate Change Communication

Anthony LeiserowitzYale Project on Climate Change Communication

http://climatechange.gmu.eduhttp://research.yale.edu/environment/climate

Many thanks to the generous funders who make this research possible, including the NASA Science Mission Directorate, Grantham Foundation for the Protection of the Environment, the Surdna Foundation, and the 11th Hour Project.