M-CO were recently asked by Tipperary Energy Agency to deliver a series of presentations on what works in Climate Communication to climate action staff from Local Authorities across Ireland, in support of the EU funded project Own Your Sustainable Energy Climate Action Plan (OwnYourSECAP).
Before developing the workshop content, we reflected on our work on climate action over the last decade.
Some key things stood out as a good starting points. For example, while there is broad agreement on the urgency of climate action, achieving consensus on which actions to take can be tricky. We regularly see multiple frictions that slow down action, such as governance traps, collective action dilemmas, and forms of ‘stealth denial’ where action is stifled by bureaucratic inertia.
However, as Dr. Sukanya D. Saikia, Climate Action, Communication and Stakeholder Engagement Specialist at Tipperary Energy Agency says:
“There is now a major shift in European Commission funded projects from planning to on-ground implementation of actions to achieve climate targets. OwnYourSECAP is one such EU funded project that focuses on doing, rather than planning.”
Why Local Authorities Matter in Climate Action
Local Authorities in Ireland play a pivotal role in climate mitigation and adaptation, leveraging influence across planning, housing, transport, economic development, and public services.
Through their work, the 28,000 staff of Ireland’s Local Authorities can potentially reach millions of people every day.
Local Authorities have the power to shift perspectives and behaviours at a national scale. They can turn concern into action by making climate engagement tangible and relevant to local areas, and make climate action feel normal by integrating it across issues that matter to people – like community engagement, active travel, biodiversity and food waste.
“Tipperary Energy Agency works in close collaboration with various local authorities across Ireland to support, assist and deliver some of the measures in their Climate Action Plans to reduce greenhouse gas emissions and achieve carbon neutrality,” Sunkanya explains.
“These measures come under the themes of climate mitigation, adaptation and energy poverty/ energy management. One of the main pillars of the project is capacity building and helping local authorities overcome various barriers to implement climate actions.”
Key Challenges for Local Authorities
Climate communication faces several barriers, from governance complexities, public engagement struggles and misinformation challenges. Addressing these requires a strategic approach.
Some of the issues we asked Local Authorities to consider include:
1. Governance and Coordination
Climate action does not exist in a vacuum.
Local Authorities must align their communications with national frameworks, ensuring consistency with policies from the Department of the Environment, Climate and Communications.
However, achieving this coordination is easier said than done. Many Local Authority departments operate in silos, leading to fragmented messaging that can confuse the public. Without a unified approach, conflicting narratives can emerge, reducing trust in climate initiatives.
To be effective, climate communications must bridge gaps between departments. Internal alignment ensures that messaging is coherent, reinforcing climate action as a shared priority across all policy areas.
2. Public Engagement and Behaviour Change
Even when policies are well-structured, there are still engagement challenges. The ‘governance trap’ makes climate action feel distant from public influence, reducing the motivation to participate.
Stealth denial is another obstacle—where climate change is acknowledged but action is postponed. This inertia can stem from perceived complexity, a lack of immediate consequences, or the belief that others should act first.
To shift mindsets, climate communication must be people-centred. It should connect policies to real-life impacts, helping communities see how climate action benefits them today—not just in the distant future.
3. Effective Messaging for Policy Implementation
The framing of climate action is important.
Highlighting co-benefits—such as lower energy costs, new job opportunities, and improved community resilience—makes climate policies feel relevant and achievable. People are more likely to support initiatives when they see tangible, personal advantages.
However, misinformation remains a persistent challenge. In an age of digital noise, local authorities must be proactive in countering false narratives with clear, evidence-based communication. Trustworthy messengers and transparent dialogue are key.
What Works in Climate Communications?
Alongside these strategic considerations, we highlighted a number of tactics that can inform climate communications. These include:
- Make Climate Action Normal – Many people in Ireland are already making climate-conscious choices — more active travel, conserving energy, and supporting sustainable businesses. Local authority messaging should reinforce that these actions are common, achievable, and beneficial.
- Stay Positive – Fear-based messaging can lead to disengagement. Instead, focus on inspiring, solution-oriented communications. Highlight health, financial, and well-being co-benefits rather than emphasising crisis narratives.
- Show, Don’t Just Tell – Stories and visuals are often more persuasive than statistics. Use case studies, community-led initiatives, and real-world examples to bring climate action to life.
- Collaborate for Greater Impact – No single organisation can drive climate action alone. Effective communication requires collaboration between policymakers, businesses, community groups, and individuals to create a shared vision for sustainability.
- Highlight Systemic Change – While individual actions matter, communications should also emphasise system-wide changes such as investments in public transport, regulatory reforms, and economic incentives that make sustainability the default choice.
- Audience Segmentation – Research from the Environmental Protection Agency (EPA) shows that different segments of the Irish public have varying perceptions of climate change. Tailoring communication strategies to these segments ensures messages resonate more effectively.
- Inclusive and Participatory Approaches – A truly effective climate action strategy includes voices from historically marginalised communities. Participatory engagement—such as citizen assemblies and co-designed projects—ensures solutions reflect diverse needs and lived experiences.
What next for Local Authorities?
Good climate communication is not just about delivering information—it is about fostering engagement, trust, and long-term commitment to action. We left Local Authorities with two broad recommendations on how they should approach the next steps.
Embed Communications Across the Climate Policy Cycle
Climate communications must be more than a one-time effort. They should be woven into every stage of policy design and implementation, ensuring they remain relevant and actionable.
- Consultation – Engage communities early to gather insights that inform climate action plans.
- Deliberation – Facilitate structured discussions with stakeholders to refine policies and address concerns.
- Co-Creation – Work collaboratively with communities to design and implement participatory climate initiatives.
- Evaluation – Regularly assess the impact of climate messaging to refine strategies and improve effectiveness.
Tailor Communications for Internal and External Stakeholders
Different audiences require different messaging approaches. Internal staff need clear direction and alignment with policy objectives, while external stakeholders require engagement strategies that resonate with their concerns and interests.
- Internal (Staff & Departments)
- – Provide training to ensure staff understand and communicate climate policies effectively.
- – Align messaging across departments to maintain consistency.
- – Implement feedback loops to continuously refine communication strategies.
- External (Public, Businesses, Community Groups)
- – Use targeted messaging that aligns with audience segmentation insights, such as EPA’s ‘Climate in the Irish Mind’ research.
- – Leverage multiple platforms, from digital campaigns to in-person community meetings, to reach diverse audiences.
- – Highlight real-world success stories that showcase the benefits of climate action and inspire further engagement.
What M-CO can Help With
If you’re part of an organisation, whether in the public or private sector, that is struggling to define and take action on its Climate Action obligations – get in touch. We would be happy to help you to turn plans into effective action. Don’t just take our word for it – as Sukanya of the Tipperary Energy Agency says, “We are thrilled to have worked with M-CO to make the climate-communication workshops successful.”
Simon O’Rafferty is a Director at M-CO, with a focus on co-creation, sustainability, behavioural change, public service and policy innovation.