A new normal. Record-breaking. Unprecedented.As the United States and Western Canada have been suffering from a climate-fueled heat crises, many superlatives were used to describe unprecedented temperatures. Lyton, British Columbia, reached a staggering 49.5 C on June 29th, breaking three consecutive all-time records.These numbers are shocking and frightening for many people. This should not have been a surprise. It is not.Over 40 years, scientists have warned about the connection between climate change and longer, more intense heat episodes. It is quickly becoming meaningless to speak of "normals" or "new records".However, the idea that humanity should have known or should have done more to address the crisis sooner is not helpful in dealing with climate change.Talking about climateWhat's the best and most helpful way to communicate climate change?First, we need to talk more about climate change. This issue is not being discussed enough in the public sphere. Global warming is the greatest emergency that the planet has ever faced. But, one wouldn't know this from reading the news or listening to the radio.Stories about climate change accounted for just 0.4% of US broadcast news coverage last year. It was 0.7% in 2019. Even amid an unprecedented heat wave that swept across California and Yukon, there are very few references to climate change.Information deficit modelIronically, one blind spot is how this information is shared with the public.The "information deficit model" is the basis of the conventional approach. The deficit model assumes that people will act on climate change if there is more information.This information-based approach has shaped communication in all forms, from public safety advertisements on drinking and driving to news reports about climate change and other important issues.The relationship between what people know and how they behave is not always linear. It will not make someone more politically motivated to ignore climate change to listen to more facts.It can be difficult to grasp the complex story of climate change. It can seem too large, too scary, and too complicated for one person to solve. While information is important, it's not always enough.To encourage engagement with the subject, and consequently, political action, it must feel personal, relatable and understandable.Above: The percentage of adults who believe the Earth is warming. The Yale Program on Climate Change Communication is not responsible for the interpretations or analyses of the data presented.Even polar bears are not able to see graphs or charts that achieve this goal. Eighty-three percent of Canadians agree with the Earth getting warmer. Only 47% of Canadians believe climate change will cause them harm.We need to have more conversations about climate and the solutions people are trying to find. These conversations bring an otherwise difficult, abstract and frightening topic into the daily sphere and make it seem manageable.Solutions are importantThe main problem with engaging the public about climate change has been pointed out by environmental communicators for a long time.It is difficult to combine fear messaging with information about effectiveness, namely what people can do to reduce fear. Combining fear and efficacy can lead to what's known as "danger management", actions to reduce the danger. This is in contrast to "fear management," which is actions to suppress the fear.COVID-19 was a clear example of the concept of efficacy. It included hand washing, social distancing and masking. Climate change is a more complex issue. Efficacy information can be difficult to access and act on.Many argue that large emitters, especially fossil fuel producers, bear the greatest responsibility for the pollution and are responsible to clean up the mess. According to The Guardian, 71% of all emissions are attributable to 100 companies.It's obvious that the world must stop using fossil fuels like oil, gas, and coal. Individuals can set an example of pro-environmental behavior to help others.You can post photos on social media about community cleanups, nature walks, or any other pro-environmental behavior such as transit. This communication is more important than images that promote high-carbon lifestyles. It normalizes the importance, importance, and possibility of protecting the Earth.Television news meteorologists are some of the most powerful communicators. They often have loyal fans. They are now discussing how the climate crisis is being addressed in their communities.Believe is seeingCommunication around risk is based on the moral injunction that one must do something or another. A park sign may tell visitors not feed ducks, as human food can be harmful to them. Yet, people continue to feed the ducks.Communicators should instead rely on "descriptive socio norms", descriptions of behaviors that others like them are doing and benefiting from them.A campaign was launched in the United Kingdom in 2015 to encourage people to "Take your litter home", This was more effective than signs saying "Please keep your park clear by not littering."Stories about individuals and communities taking action to address the climate crisis are one of the best ways to communicate the urgency.This type of reporting is best illustrated by the National Observer's series "First Nations Forward". Stories after stories detail how First Nations communities of British Columbia are leading in the transition towards renewable energy.Global News, a mainstream news media outlet, is also spending more time on climate change and rethinking their coverage. A recent national story focused on the huge energy transition in Alberta.Stories about people making positive changes send the message that ordinary people can take action to reduce climate change. They inspire and mobilize people to act by showing them visual examples of those who are leading the charge.They move the conversation beyond deniers and skeptics, and normalize proenvironmental values for those who are alarmed about the climate emergency.Stories of climate solutions are not about driving fear. They unlock people's senses of agency and efficacy in the face of imminent danger. They engage the public about climate change through good communication. This is how they meet people where they are by mobilizing stories.This is storytelling 101: Engaging audiences, not turning people away as climate reports often do.Kamyar Razavi is a PhD candidate at Simon Fraser University's School of Communication.This article was republished by The Conversation under Creative Commons. 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