Case study: How to succeed locally – successful climate communication in municipalities

How a state agency significantly strengthened its communication skills through a series of training courses from ClimateMind.

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Project period: May to October 2024

Client: State office of a federal state

Target group: Team of the Climate Competence Center of a state office

Format: 10-part in-house training series

Initial situation

The team at the State Office's Climate Competence Center aims to provide effective support to local authorities in implementing climate protection and adaptation measures. However, technical expertise alone is not enough. Communication skills are key to making a real difference.

This was precisely the central challenge: how can local authorities be addressed in such a way that they are not only informed but also encouraged to take action—and thereby significantly increase the quality and number of their climate protection and adaptation projects?

ClimateMind's approach

To answer these questions, ClimateMind designed a highly needs-oriented 10-part training series based on a tailored preliminary survey of participants using questionnaires and interviews. The training series included the following components, among others:

Use of ClimateMind's Climate Communication Canvas as a transparent roadmap through the training series.
Intensive practice phases to build relevant skills in a targeted manner.
Focus on the everyday challenges faced by participants in their interactions with local authorities.

Results & Impact

Target group understanding greatly enhanced: The team developed a clear picture of key target groups and how to communicate effectively with them.
Impact orientation established: Concrete impact goals were formulated for the team's own work, which serve as a guiding star in communication.
Communication skills greatly strengthened: Participants now have a command of key communication skills – both written and spoken.

How did it proceed?

Transfer assurance: After each training session, the results achieved and key learnings were recorded in an internal communication guide to ensure transfer assurance.

Relevance for other decision-makers

Strengthening communication skills is a key lever for greater impact - not only in certain environmental agencies. These skills are highly relevant for climate protection managers and competence centers in other federal states and beyond.

The ClimateMind approach shows that:

Psychologically based communication can achieve targeted behavioral change and project activation.

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