Speaking of Climate Change: Reframing Effective Communication for Greater Impact

Abstract

Effective climate change communication is central to public engagement, self-efficacy, and support for mitigation and adaptation policies. Yet, communicators face numerous challenges, such as misinformation, climate despair, and the complexity of climate science. This study examines the views of 29 climate change communicators from Australia and Aotearoa New Zealand to evaluate the alignment between practitioner insights and research-backed strategies. Findings confirm the significance of audience segmentation, localized, and solution-focused messaging and collaborative approaches. A four-pillar framework, consisting of simplicity and local relevance, audience segmentation, storytelling, and actionable steps, emerges as a strategic model for enhancing the communication impact. This study offers a structured guide for improving climate communication effectiveness within diverse sociopolitical contexts by integrating theoretical insights with practitioner perspectives.