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Date Name of Meeting 1
Susan Joy Hassol
Climate Communication
climatecommunication.org @climatecomms
Integrating Communication Best Practices
in the Third National Climate Assessment
Communication: Right from the Start
Integrated and Iterative
“Climate change, once considered an issue for a
distant future, has moved firmly into the present.”
©DaveMartin/AP/Corbis
Impacts are apparent in every region, and in
health, water, agriculture, energy, and more.
©ScottOlson/GettyImages
There are many actions we can take to reduce
future climate change and its impacts and to
prepare for the impacts we can’t avoid.
©Dennis Schroeder, NREL ©Esperanza Stancioff, UMaine Extension and Maine Sea Grant
Temperature Change by Decade
NOAA/NCDC
Happening Now
Affecting Americans
Important Opportunities
nca2014.globalchange.gov
Date Name of Meeting 14
Susan Joy Hassol
Climate Communication
climatecommunication.org @climatecomms
Integrating Communication Best Practices
in the Third National Climate Assessment

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Integrating Communication Best Practices in the Third National Climate Assessment

  • 1. Date Name of Meeting 1 Susan Joy Hassol Climate Communication climatecommunication.org @climatecomms Integrating Communication Best Practices in the Third National Climate Assessment
  • 2. Communication: Right from the Start Integrated and Iterative
  • 3. “Climate change, once considered an issue for a distant future, has moved firmly into the present.” ©DaveMartin/AP/Corbis
  • 4. Impacts are apparent in every region, and in health, water, agriculture, energy, and more. ©ScottOlson/GettyImages
  • 5. There are many actions we can take to reduce future climate change and its impacts and to prepare for the impacts we can’t avoid. ©Dennis Schroeder, NREL ©Esperanza Stancioff, UMaine Extension and Maine Sea Grant
  • 6. Temperature Change by Decade NOAA/NCDC
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Happening Now Affecting Americans Important Opportunities nca2014.globalchange.gov
  • 13.
  • 14. Date Name of Meeting 14 Susan Joy Hassol Climate Communication climatecommunication.org @climatecomms Integrating Communication Best Practices in the Third National Climate Assessment

Editor's Notes

  1. Scientific assessments can be important resources for decision makers – but they have to be accessible to their audiences to serve their intended purposes. Decades of experience by many professionals went into incorporating communication best practices into the National Climate Assessment released in 2014.
  2. In a successful effort, all of these elements come together in an integrated whole in an iterative process. It’s Not Sequential! So often scientists write and then turn it over to coms people to “translate.” But this is Not a hand-off. It’s a conversation – or rather a long series of conversations that create a whole that is far more than the sum of its parts. The science is impeccable and credible. And working with communicators, it comes across in a way that is far more effective than has been the case in previous efforts. Mention uncertainty and confidence language. Mention stakeholder involvement. Integrated, iterative, and continuous.
  3. This slide illustrates examples of that kind of coming together. The imageis from a photojournalist who knows how to make a picture speak 1000 words. The selection of photographs was done by communication professionals using the latest knowledge on the effect of different kinds of photos. You’ll see a lot of people in these photos which were were largely absent from earlier efforts of this kind. The sentence on top led off the report and was the most widely quoted line in the assessment. The combination of photos like this and language like this communicates the first take home message: it’s happening now.
  4. The second overarching message is that climate change is affecting Americans. The bulk of the report illustrates those impacts in every region and sector.
  5. The third take home message is that there are important opportunities to tackle it, and the NCA illustrated some of those opportunities throughout. Clear language, images of people.
  6. Here’s an example of the global temperature record shown by decade average, making the point that it’s these longer term larger scale trends that define global warming, not what happens in any particular year. The last five decades have seen a progressive rise in the Earth’s average surface temperature. Bars show the difference between each decade’s average temperature and the overall average for 1901-2000.
  7. Sub set of broadcast ready graphics – further simplified, ready to go on air. While we were in the White House releasing the report at a press conference, President Obama was in the Rose Garden talking with broadcast meteorologists from around the country about the report, and our broadcast ready graphics were used in many of those segments. Here you can see them in use on the Today show where they were interspersed with the President’s interview with Al Roker.
  8. ..A set of 12 cross cutting findings for the report as a whole.
  9. In this page from the Highlights doc –which we organized around the 12 report findings, this page is about report finding 6 – covers 3 chapters in report See icons in lower left
  10. Urban systems and infrastructure, transportation, and energy. And we had an icon for each of the 30 chapters
  11. Note the pull quotes and stories and photos and inclusion of people taking action in the photos
  12. Training of authors to make presentations and have effective slides to do so as well as extensive media training both in a series of webinars over a week and a two-day in-person training emphasizing the overarching messages
  13. And the headlines showed that all the practices I’ve just reviewed really worked to deliver the main messages that emerged from the assessment.
  14. Involved no compromise of scientific accuracy while integrating communication best practices to make an assessment that is useful for a very wide range of audiences – from scientists to stakeholders to all levels or formal and informal education. In addition, video resources can be found on our climatecommunication.org website.