In this module, you have studied audience engagement techniques related to climate reporting. 

Summary of key points: 

• Audiences are made up of individuals who have different levels of belief or concern in climate change, based on their own personal experiences and values. Segmentation studies can help us better understand audiences and their motivations.
• Most beats are affected by climate-related factors and therefore often contain relevant climate angles– these can be rooted in science, community, finance, or social justice.
• Adding a layer of environmental information to all stories, regardless of beats, can help audiences make connections between other topics and climate.

What this means in practice: 

Effective storytelling caters to its audience(s) and meets them where they are at. If you want a higher level of engagement from an audience, then you have to ensure that your content is accessible and trustworthy. 

Reflection questions:

• How is your audience segmented?
• What types of comments do you receive on your reporting from your audience, and how do you typically respond?
• How can you reach people who are cautious or doubtful about climate change?