As climate change brings more frequent flooding to the UK and intensifies coastal erosion, effective communication strategies are essential to raise public awareness, foster understanding, and encourage proactive responses.
For this study, we reviewed academic and practitioner evidence communicating climate change information, focused on flooding and coastal change. Our research integrated insights from the Environment Agency and other experts in government, academia, and practice. We also reviewed the evidence for what types of communication and information – particularly about longer-term climate risks – can best increase understanding and support action for building resilience.
Our report highlights the multiple connections between awareness, understanding, and action. We found that social and psychological processes work best in combination. While the topic is complex, we identified ways to improve current methods of communication to enhance understanding and encourage action: providing clear, open information about the science, understanding values and emotions, tailoring information to audience needs, and engaging in multi-way conversations.
We produced recommendations on good practice for both one- and two-way communication. For example, understanding the target audience, presenting information that is engaging and accessible to a range of audiences, and making sure the intended audience trusts the source of information are all key to effective one-way communication. When communication is in both directions, actively connecting people through participatory approaches and presenting risk scenarios effectively can help ensure success.
To disseminate the findings, our project team also presented the study to an audience of 150 stakeholders across local and national government and its agencies, academia, and environmental NGOs at a webinar hosted by the Environment Agency.
The Environment Agency has used our research to:
- Inform National Flood Risk Assessment (NaFRA 2) and National Coastal Erosion Risk Maps (NCERM 2) publications, in particular the National Assessment of Flood & Coastal Erosion Risk report;
- Develop maps and present information on coastal erosion risk and climate change for NCERM 2, again with our support;
- Develop new training for Environment Agency staff, specifically how to respond to questions from the public about complex data and ideas – for example, by using stories, principles of good communication, and behavioural insights, and tailoring information to audience needs;
- Share knowledge and offer advice via other work programmes on adaptation pathways and scenario development, as well as the Flood & Coastal Resilience Innovation programme.
The project was commissioned by the Environment Agency’s FCERM Directorate as part of the Defra/Environment Agency/Welsh Govt/Natural Resources Wales joint Flood and Coastal Erosion Risk Management Research and Development Programme.
The Environment Agency plans to continue using our findings to inform how it addresses concerns and questions from members of the public that arise through its national platforms and area teams and from local authorities.
