Communicating Climate Change and Energy in Alberta
Author(s): George Marshall, Amber Bennett, Jamie Clarke
This guide is intended to provide practical guidance for climate and energy communicators about what language works well and – crucially – what language might pose an obstacle for communicating with any specific group.
This first volume is concerned with finding the language that works best across Albertan society by helping to find common ground across very different positions. This generates a core narrative that can be applied for general public engagement.
The issue of trust emerged across all groups, particularly those that are skeptical about climate change. When presented with test narratives, people often demanded to know “who is telling me this?” because their response would be determined by their trust in the communicator. It is therefore essential that the person or organization that promotes the messaging is respected by the people they are addressing and are seen as authentic and honest in their intentions.
Finally, we stress that this is a guidebook, not a rulebook. Skilled communicators should always hone their messages to their audiences, and experiment with new and fresh ways of speaking.
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