A Simple Message:Be Prepared for Sea-Level Rise and Extreme Weather

Dr. Norbert MundorfUniversity of Rhode Island

Harrington School of Communication

A Simple MessageWhy so difficult?

It’s Complicated!

Long-term Impact

Limited Pool of Worry

Challenging Mindsets

The closer to the water, the better

Don’t worry about the future

Not in my backyard

Scientific Consensus is Overwhelming

Need Consensus messages

Made understandable to our audience

Need stories/visuals

Slogans Wanted

just do it.

Values Wanted

Prepare now, save big later!

Build Up—Build Back

A Trustworthy SourceA TV Weather Person

A Scientist or Expert

A Trustworthy Source

Local Fishermen

Long-term Residents

Anonymous Source

Who is Your Audience?

Demographics

Stakeholders

Ready for Change?

Niche Markets

Audience: Values and Mindsets

What are the core values of your audience?

How can you affirm those while making your point?

Values and Mindsets

Values and Mindsets

Affirm the core values of our audience

Maximize Emotional Impact

Personalized and Dramatic

“Close to home”

Impacts in the Near Future—Recent Past

Your family/friends might be affected

Damage to health and/or property

A Trip to the Mall

Shopping?

RAIN FLOOD & BEYOND

Sewage Treatment?

Repeat: context Public presentations

Repeat: context Small Groups

That’s some bird, Ma.

Hmmmph! Hard as hell to catch in this downpour.

Hold on to your seats. The climate change war is comin’

Al Gore’s kinda cute

Increased precipitation…All part of global warming…

I like Baked Alaska!(snort)

Soused already…

Up on the roof, Uncle Ned …we’ll test the theory of gravity alright…

Fight!

Repeat: context One-on-one

Repeat: media

Local newspaper

Radio

Video

Television/film

Social media: Facebook; Twitter

Be Prepared for Sea-level Rise & Extreme Weather!

Be Prepared for Sea-level Rise & Extreme Weather!

Changing Our Behavior is Possible…

Focus on the Benefits of Change

Cost of Change now will be far less

Reduce anxiety about the future

Others will follow

Be Prepared for Climate Change: Reinforce

Be Prepared for Climate Change: Elevate

Be Prepared for Climate Change: Shutter

Thank You, and remember…

Know your Audience!