Climate Change Communication Guide

The guide equips National Park Service (NPS) staff to communicate climate change by segmenting the American public into six audience types based on their beliefs and motivations. It provides tailored communication tips for each group—ranging from the 'Alarmed' to the 'Dismissive'—and details specific climate impacts across ten U.S. bioregions to help staff create place-based narratives. The document emphasizes using local park stories and scientific consensus to motivate visitors toward climate action and energy conservation.

• The American public is divided into six distinct audience segments regarding climate change: Alarmed (16%), Concerned (26%), Cautious (25%), Disengaged (5%), Doubtful (15%), and Dismissive (13%).
• Different audience segments require tailored communication strategies: 'Alarmed' visitors should be activated through action-oriented tips, 'Cautious' and 'Doubtful' visitors should be presented with the scientific consensus that over 97% of climate scientists agree human-caused climate change is occurring, and 'Dismissive' visitors should be engaged through polite discussion and examples of financial savings from energy conservation.
• Climate change is causing diverse regional impacts across ten U.S. bioregions, including the advancement of melt dates in Northern Alaska by 8 days since the 1960s, the most extreme multi-year drought in 500 years in Arid Lands, and a shift in migrant bird arrival dates to 13 days earlier on the Atlantic Coast.
• Climate change impacts the visitor experience through the redistribution of tourism as ideal climates shift to higher altitudes, increased coastal erosion affecting destinations, and the reduction of snowpack limiting winter activities like cross country skiing.
• Human health risks associated with climate change include increased heat-related illnesses, respiratory distress, and a higher prevalence of vector-borne illnesses such as West Nile Virus, dengue fever, and Lyme disease.

APA

Walsh-Thomas, J., Davis, N., Kelly, T., & Kotcher, J. (n.d.). Climate Change Communication Guide. Center for Climate Change Communication. https://climatecommunication.gmu.edu/wp-content/uploads/2023/10/NPS-Climate-Change-Communication-Guide-Knowing-Interacting-with-Your-Audience.pdf

Chicago

Walsh-Thomas, Jenell, Nora Davis, Tim Kelly, and John Kotcher. Climate Change Communication Guide. Center for Climate Change Communication, n.d. https://climatecommunication.gmu.edu/wp-content/uploads/2023/10/NPS-Climate-Change-Communication-Guide-Knowing-Interacting-with-Your-Audience.pdf.

Wikipedia

{{cite report |last1=Walsh-Thomas |first1=Jenell |last2=Davis |first2=Nora |last3=Kelly |first3=Tim |last4=Kotcher |first4=John |title=Climate Change Communication Guide |publisher=Center for Climate Change Communication |url=https://climatecommunication.gmu.edu/wp-content/uploads/2023/10/NPS-Climate-Change-Communication-Guide-Knowing-Interacting-with-Your-Audience.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{walshthomasndclimate, author = {Walsh-Thomas, Jenell and Davis, Nora and Kelly, Tim and Kotcher, John}, title = {{Climate Change Communication Guide}}, institution = {Center for Climate Change Communication}, url = {https://climatecommunication.gmu.edu/wp-content/uploads/2023/10/NPS-Climate-Change-Communication-Guide-Knowing-Interacting-with-Your-Audience.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }