Nature-based climate adaptation unfolds not only in urban space but also in public perception. Measures such as urban greening, water retention or heat action plans require clear and targeted communication in order to be understood, accepted and supported. A new short guide published by the German Environment Agency outlines how municipalities can use press work strategically to communicate nature-based climate adaptation in a clear and structured way.

Press work as a strategic instrument

The guide approaches press work as a deliberate communication tool rather than a routine activity. It helps municipalities assess whether press outreach is appropriate for a specific message, what objectives can realistically be achieved, and which audiences can be reached. The focus is on the question of when a message is relevant enough for the general public and what criteria determine its news value. 

Clear structure, deliberate framing

A core section of the guide focuses on drafting effective press releases. One focus of the guide is on the content design of press releases. It explains the classic structure and introduces the concepts of framing and narrative. It highlights how word choice, perspective and narrative structure shape the perception of topics and which interpretative frameworks are particularly suitable for nature-based climate adaptation. Concrete examples are used to show how positive and problem-oriented frames can be combined in a meaningful way and linked to practical solutions.

Addressing target groups

The guide also emphasises the importance of targeting specific audiences. Different narratives – for example, on health, security, social cohesion or economic efficiency – appeal to different groups. It is crucial to select these narratives carefully and tailor them to the realities of the respective target group's lives without simplifying or distorting the content.

Choosing the right moment

In addition to content and language, timing also plays a key role. The guide provides an overview of suitable occasions for press relations, including themed campaign days, political events and, where appropriate, extreme weather events. 

Learning from practice

The guide is supplemented by examples from municipal practice. Selected press releases illustrate how target group communication, framing, timing and news value interact and where there is room for improvement.

Guidance for municipal communication

The short guide is aimed at municipalities of different sizes and levels of experience. It provides structured guidance for those who wish to use press work in a deliberate and reflective way to communicate nature-based climate adaptation and keep the topic visible in public discourse.

The guide was developed as part of the ‘Climate Adaptation Naturally!’ project and is available free of charge as a PDF file.