Principles for effective communication and public engagement on climate change - A Handbook for IPCC authors

Scientists are trusted in society and there are a wealth of opportunities to engage the public around key moments in the climate change calendar, such as the release of IPCC reports. [...] CLIMATE OUTREACH • A Communications Handbook for IPCC authors 3 The work builds on the substantial body of knowledge and experience in climate science communication, particularly in the UK and other English- speaking countries – but the insights it contains are relevant for engaging communities in all regions of the world. [...] In both cases, attention is drawn to a particular aspect of the issue, and a considerable research effort has been dedicated to documenting the effects of different frames on public engagement with energy and climate change.19 8 CLIMATE OUTREACH • A Communications Handbook for IPCC authors FROM THEORY TO PRACTICE Examples of frames and the audiences they are helpful for engaging Avoiding wastefuln. [...] CLIMATE OUTREACH • A Communications Handbook for IPCC authors 15 FROM THEORY TO PRACTICE Using the ABT template to turn your message into a story The 'And' part of the story is the exposition, the 'But' part brings in the conflict, and 'Therefore' provides the resolution. [...] This can undermine the effectiveness of outreach activities by failing to engage audiences, and can detract from the reach and value of efforts to engage with the public and communicate the importance of climate change.