When deciding on a frame, consider what you have learned about segmentation studies. What do you know about your audience? What categories do they fit into, based on their understanding of climate change? 

Think about the response you hope to provoke in your audience. How do you want them to feel at the end of your article, video or broadcast? What action do you want them to take? 

Be wary of overusing a particular frame, especially the emergency frame, which can promote defeatist attitudes and doomerism. Research suggests that emergency framing can lead audiences to rely heavily on a top-down approach from experts and say that climate change does not impact existing injustices.