How Local Governments Can Use Communication to Drive Climate Action

When a hurricane threatens a community, government officials have a responsibility to communicate accurate information about the hazard and provide guidance to community members on how to stay safe. Further, they should educate the public about how to prepare for hurricanes long before a storm is forecast. As climate change supercharges hurricanes, heat waves, and other extreme weather, government officials must communicate with their communities about how they can cut carbon pollution and adapt to the climate impacts that are already affecting them.

Communication is a climate solution, and it catalyzes other climate solutions. Together with policy and programming, communication is necessary to meet climate goals. It can advance community members’ climate literacy so they understand the challenges and solutions to climate change. It can foster civic engagement, boosting voting and public participation. It’s needed to raise awareness of government programs and support behavior change campaigns to amplify the impact of policies and programs. No one will apply for a heat pump rebate if they don’t know about it or why heat pumps benefit them. While many community members are excited to take action, they may not know what steps to take.

What does successful local government climate communication look like? How can municipal governments communicate more effectively?

Based on years of research and insights from the Yale Program on Climate Change Communication (YPCCC) along with expertise from local government climate communication practitioners, this article identifies key steps towards more effective climate communication:

1. Invest in Communication

2. Know Your Audience and Meet Them Where They Are

3. Advance Climate Justice and Equity

4. Use Messages That Work

5. Identify Key Messengers

6. Consider Diverse Communication Tactics

A majority of Americans believe climate change is happening and 56% of registered voters want local government officials to do more to address climate change. With a duty to serve the public, local governments are listening and responding.

Because local government agencies vary widely in their goals and budgets, the specifics of what makes good governmental climate communication depend on the agency’s mission and capacity, but many principles and practices are broadly applicable. This article highlights some examples and best practices from cities across the country.