Last year I took a (sadly carbon-intensive) trip to Perth to visit the Greenhouse 2009 conference. It was a great chance to see firsthand the scientific process of investigating changes to the climate, and be reassured that sensible debate is not at all suppressed.  While there I took part in a workshop run by Australian Science Communicators, which discussed how to best communicate the complex science of climate change with the diverse range of target audiences that scientists must engage with. That event was followed up with two  more in other cities, which I didn’t go to, and a report has just been compiled. The main tips for communication – which apply equally to most other areas of science, especially ones with a significant public policy dimension  - are reproduced below.

The public

1. Work with social scientists to better understand the specific groups you wish to communicate with, including current perceptions, attitudes and concerns
2. Use positive messages and examples to inspire and motivate and to establish positive social norms about both mitigation and adaptation (and avoid messages of fear and guilt)
3. Use vivid language and images to communicate the concrete nature of climate change
4. Communicate local / regional examples of changes and actions that are relevant to specific groups
5. Collaborate with trusted messengers and ‘champions of change’ to engage people in conversations in places where they feel safe
6. Provide a range of simple and cheap options for behaviour change
7. Foster two-way communication by involving people and valuing their knowledge

The media

1. Provide pithy accurate facts and quotes about climate change science
2. Update about new scientific information as it becomes available
3. Use new media (e.g. blogs, social network sites, twitter) as well as traditional media (e.g. editorial pieces in newspapers)
4. Stress that ‘balance’ in the climate change debate means that 90% of climate scientists agree that climate change is occurring and that this has been exacerbated by human activities; they disagree about the details but not the main message
5. Work with specialist science and environmental journalists as well as general journalists
6. Recognise the deadlines and constraints that journalists work under
7. Get the best-available science out there as soon as possible; don’t wait to correct media misinformation or inaccuracies

Governments

1. Distil and translate the complexity of climate change science into a series of short sharp messages
2. Acknowledge and explain any uncertainties in the scientific details
3. Provide relevant synthesised information that is not prescriptive of policy
4. Use examples and case studies to explain the science and possible solutions
5. Provide specific details on the costs and benefits of mitigation and adaptation actions
6. Identify priority areas for action based on risk assessments
7. Support and promote government leaders to make change by being open to questions and scepticism and thereby building a relationship of mutual trust

Business

1. Engage through personal dialogue to find out what information they need and then deliver that information
2. Describe the actual or possible effects of climate change on their business
3. Explain the differences between adaptation and mitigation actions and provide skills and knowledge about how to implement appropriate actions
4. Support collaborations between business, governments and NGOs to take climate change action
5. Provide certainty about the environment and rules affecting business
6. Foster and promote business leadership
7. Showcase successful actions by business to mitigate their greenhouse gas emissions or adapt to climate change