Knowing your audience

The document emphasizes that trust in both the messenger and the message determines how the public engages with scientific evidence and its policy implications. It notes that while trust in scientists is generally high in Europe, it varies by political ideology; specifically, politically conservative groups are more skeptical of 'impact scientists' (such as climate scientists) compared to 'production scientists' like engineers or chemists.

• The level of public attention, belief, and support for policy implications of science is determined by the trust and credibility associated with both the message and the messenger.
• Despite generally high levels of trust in scientists within Europe, scientists should not assume they are automatically viewed as trusted experts when communicating evidence that has policy implications.
• Politically conservative groups exhibit higher skepticism toward 'impact scientists' who study environmental and health effects of industry and technology, while placing more trust in 'production scientists' such as chemists or engineers who create marketable products.

APA

Climate Outreach (2017). Knowing your audience. https://climateoutreach.org/science-climate-change-communication-knowing-your-audience/

Chicago

Climate Outreach. Knowing your audience. 2017. https://climateoutreach.org/science-climate-change-communication-knowing-your-audience/.

Wikipedia

{{cite report |author=Climate Outreach |title=Knowing your audience |date=24 October 2017 |url=https://climateoutreach.org/science-climate-change-communication-knowing-your-audience/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{climateoutreach2017knowing, author = {{Climate Outreach}}, title = {{Knowing your audience}}, institution = {Climate Outreach}, year = {2017}, month = oct, url = {https://climateoutreach.org/science-climate-change-communication-knowing-your-audience/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }