Climate Discourse Workshop for Media Professionals and Climate Communicators

On April 8, 2025, a group of 42 experts from various fields of climate communication came together in Graz – including professionals from journalism, science, climate initiatives, activism, marketing, and academia – to reflect on effective communication approaches, engage in discussion, and learn from one another.

In three varied sessions – combining keynote talks, discussions, and interactive formats – key questions in climate communication were at the forefront: How can threat and solution narratives be used strategically? What role do climate emotions play? How can media attention for climate issues be generated? And how can climate protection measures be communicated effectively – even when they encounter resistance? Topics such as distributive justice, fairness, and dealing with counter-narratives were explored in depth, along with concrete ideas for “push & pull” policy packages.

The workshop was part of an ongoing co-creation process within the REASON project. The wide range of contributions and discussions provided valuable impulses – not only for practical application but also for our academic exploration of threat- and solution-oriented climate communication.

We would like to extend our sincere thanks to all participants for their commitment and willingness to engage. Beyond the thematic depth with which key questions were addressed, what stood out most was the openness and mutual respect that shaped the exchange of diverse perspectives.

A big thank-you also goes to Anna Buxhofer for organizing the workshop, as well as to the student assistants and team members who documented, photographed, set up, and coordinated everything with great dedication – and thus played a key role in ensuring the workshop ran smoothly and left a lasting impression.

With sincere thanks and looking forward to continued exchange,
Marie Kogler (Workshop Lead and Speaker)
Annina Thaller (Workshop Speaker)
on behalf of the REASON project team