Over the past few decades, the evidence to show that climate change is happening, that it’s caused by human activities, and that we need to take urgent action to limit its impact, has gathered at an overhelming rate. But research into the best way to communicate that message has lagged behind. That’s changing, thanks in large part to the work of organisations like the Yale Program on Climate Change Communication   In this episode of Research Comms, Peter chats with YPCCC Project Manager, Eric Fine, about his organisation's work to understand public attitudes to climate change, the ‘spiral of silence’ that can happen when we make assumptions about people's beliefs, the 'SASSY' public opinion survey, the power of segmentation for crafting tailored messages, and how to find optimism at at time when reality can seem so bleak. Connect If you're a listener of the podcast we'd love to connect! Orinoco Communications  - What We Do Peter on LinkedIn Take Part Orinoco Research Comms survey Show links Yale Program on Climate Change Communication SASSY survey Climate silence: pluralistic ignorance as a barrier to climate change discussion by Nathaniel Geiger and Janet Swim