From the above website:
The Principles of Climate Change Communication
1. Know Your Audience
• Mental models represent a person’s thought process for how something works. They help shape risk perceptions, actions, and behavior; influence what people pay attention to in complicated situations; and define how people approach and solve problems. Mental models serve as the framework into which people fit new information.
• A confirmation bias makes people look for information that is consistent with what they already think, want, or feel, leading them to avoid, dismiss, or forget information that will require them to change their minds and their behavior.
• People often exhibit a strong preference for their existing mental models about climate change, making them susceptible to confirmation biases that lead them to misinterpret or even refute scientific data.
• Mental models are not static—people can update them by correcting misinformation, inserting new building blocks, and/or making new connections with existing knowledge.
• Discover what misconceptions the audience may have in their mental models about climate change. “Disconnect” the erroneous climate change information from other parts of the model and replace it with new facts.