"So the why really depends on where you are. People are not all the same. There is no such thing as the public. There are many, many, many different publics within a state, within a country, within the world, right? So one of the first cardinal rules of effective communication is know your audience. Who are they? What do they know? What do they think they know? Who do they trust? Where do they get their information? What are their underlying values? And it's only once you know who they are that you as a communicator can go more than halfway to try to meet them where they are not where you are. Where they are. That's so easy to say, but it's actually so hard for so many of us within the climate community to do because we're steeped in this issue. We want to talk about things."Anthony Leiserowitz, Ph.D. is the founder and Director of the Yale Program on Climate Change Communication and a Senior Research Scientist at the Yale School of the Environment. He is an internationally recognized expert on public climate change beliefs, attitudes, policy support, and behavior, and the psychological, cultural, and political factors that shape them and conducts research globally, including in the United States, China, India, and Brazil. He has published more than 250 scientific articles, chapters, and reports and has worked with the Intergovernmental Panel on Climate Change, the National Academy of Sciences, the Smithsonian Museum of Natural History, the Harvard Kennedy School, the United Nations Development Program, the Gallup World Poll, and the World Economic Forum, among others. He is a recipient of the Friend of the Planet Award from the National Center for Science Education, the Mitofsky Innovator Award from the American Association of Public Opinion Research, the Stephen H. Schneider Award for Outstanding Climate Science Communication from Climate One, and an Environmental Innovator award from the Environmental Protection Agency. In 2020, he was named the second-most influential climate scientist in the world (of 1,000) by Reuters. He is also the host of Climate Connections, a radio program broadcast each day on more than 700 stations nationwide.https://environment.yale.edu/profile/leiserowitzhttps://climatecommunication.yale.eduwww.yaleclimateconnections.orgwww.creativeprocess.infowww.oneplanetpodcast.orgIG www.instagram.com/creativeprocesspodcast