Columbia Univesity’s Center for Research on Environmental Decisions (also known as CRED – best acronym ever) has a great publication called “The Psychology of Climate Change Communications: A Guide for scientists, Journalists, Educators, Political Aides, and the Interested Public.”
The team that put it together says it’s “had an amazing response and
is being used by a really diverse number of organizations.”
The principles include such wisdom as “Translate Scientific Data
Into Concrete Experience” and “Beware the Overuse of
Emotional Appeals”, as well as one I often forget,”Make Behavior
Well worth reading, especially for those prone to wondering what exactly will make people pay attention to the environment.