Surveys of public opinion show a declining belief and perception that climate change is a serious and urgent problem. On the contrary, increasing public awareness about global warming is getting more and more pressing.
In an editorial published online, Nature argues that climate scientists might improve their way of communication about such theme, giving their support in designing climate campaigns: where political leadership on climate change is lacking, scientists must be even more energetic in taking their message to citizens.
A new strategy for communicating risk should be provided; climate scientists should learn the lesson from those already involved in risk communication and familiar with the procedures recommended by the World Health Organization: identify core messages; understand and engage with target audiences through polls and debates; develop information sheets and websites; communicate using different multiple channels.
As many scientist as possible should communicate through the media, in blogs and policy discussions. It is very important that scientists keep the attention high about catastrophic but entirely possible future scenarios of a “four-degree-warmer” world, which on current emissions trends lies ahead of us.
Scientists and communicators must face two important challenges in order to reach the public.

First of all, who want to communicate the science of climate change should translate the messages from models and observations as expressive and brilliant as possible while keeping scientific probity. In addition, the second task is to find the right ways of conveying uncertainties without losing track of the generally agreed conclusions.
In the end, the message launched by Nature is clear: scientists and their organizations must do more to improve and foster citizen engagement with these issues, actively countering misrepresentation (for example, crass errors made by politicians and public figures, or more subtle declarations that need detailed examination).  Bearing in mind the maxim of the late climatologist and science communicator Stephen Schneider: «Know thy audience, know thyself, and know thy stuff (see his “Mediarology” website).

Pitcure by ARCHIVED Department of Energy and Climate Change