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The Centre for Research on Environmental Decisions (CRED) has identified eight principles of climate change communication: knowing one’s audience, getting its attention, translating scientific data into concrete experiences, not overusing emotional appeals, addressing uncertainties, taking advantage of the audience’s group affiliations, encouraging group participation and fostering environmentally-positive behaviour (CRED, 2009). Although it is not within the scope of this handbook to help cities define a complete climate change communication strategy, the first principle – knowing one’s audience – does merit to be reviewed in more detail. Read more in Adapting Urban Water Systems to Climate Change
