碳定價指南（英文）

1、,,,,,,,,,,,,GUIDE TO,COMMUNICATING CARBON PRICING,,,,,,,,,,,,,,,,,,,,,,,,DECEMBER 2018,,,,,,,,,outreach,C L I M A T E,,,,,,,,,,,Louise Comeauiris communications,© 2018 International Bank for Reconstruction and Dev

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9、he following conditions:Attribution—Please cite the work as follows: Partnership for Market Readiness (PMR), Carbon Pricing Leadership Coalition (CPLC), 2018. Guide to Communicating Carbon Pricing.World Bank, Washing

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17、2-522-2625; e-mail: pubrights@worldbank.org.Cover photo: Adapted from the original photo by David Hsu (CC BY-NC-ND 2.0)Icons for the 8 steps: Illustrations by Oliver Cowan,The Guide to Communicating Carbon Pricing was

18、 prepared for the Partnership for Market Readiness (PMR) and Carbon Pricing Leadership Coalition (CPLC) by a team of consultants led by Climate Outreach with support from Climate Focus, Dr. Louise Comeau and Fenton Com

19、munications. Daniel Besley and Isabel Saldarriaga (World Bank) provided substantive input and managed the project.The lead authors of the Guide to Communicating Carbon Pricing are George Marshall (Climate Outreach) an

20、d Darragh Conway (Climate Focus). Robin Webster (Climate Outreach) led the preparation of the executive briefs and the executive summary was co-drafted by Lieke ‘t Gilde (Climate Focus). Dr. Louise Comeau delivered a

21、comprehensive analysis of carbon pricing communications in Canada. Ben Wyskida (Fenton Communications) and Julia Peek (Fenton Communications) provided professional insights for developing a communications campaign.In

22、addition, the following persons provided valuable editing and other kinds of support in the preparation of the Guide to Communicating Carbon Pricing: Jamie Clarke (Climate Outreach), Adriaan Korthuis (Climate Focus), T

23、ara Clarke (Climate Outreach) and Léane de Laigue (Climate Outreach).We sincerely thank those experts who shared their practical insights and knowledge relating to carbon pricing communications through interviews

24、 and review of the Guide. These include (in alphabetical order): Susanne Akerfeldt, Senior Legal Advisor, Swedish Ministry of Finance; Jennifer Andreassen, Communications Specialist, Environmental Defense Fund; John Co

25、nnor, Chief Executive Officer of the Climate Institute of Australia; Eric Denhoff, Deputy Minister, Alberta Climate Change Office; Femke de Jong, Policy Director, Carbon Market Watch; Estiven Gonzalez, Analyst of Energ

26、y Policy and International Relations, PMR Costa Rica; Sharlin Hemraj, Director: Environmental and Fuel Taxes at National Treasury, South Africa; David Hone, Environment lead, Shell; Thomas Kerr, Principal Climate Polic

27、y Officer, World Bank Group; Katie Kouchakji, Managing Director, The International Emissions Trading Association (IETA); John Moffet, Acting Associate Assistant Deputy Minister, Environment & Climate Change, Govern

28、ment of Canada; Ted Nordhaus, Director of Research, The Breakthrough Institute; Chris Ragan, Chair of the Canadian Ecofiscal Commission; Juan Pedro Searle, Head of Climate Change Unit Sustainable Development Division,

29、Ministry of Energy, PMR Chile; Tom Skladzien, National Economic and Industry Advisor to the Australian Manufacturers Workers’ Union; Jerry Taylor, President, Niskanen Center; Paulette Van Ommen, Global Climate Lead, Ro

30、yal DSM; Nicolás Westenenk, Project Manager, PMR Chile; Elizabeth Willmott, Environmental Sustainability Program Manager, Microsoft; Ceren Solak Yilmaz, Sustainability Supervisor: Project Finance Department, Garan

31、ti; Stanley Young, Communications Director, California Air Resources Board; Zhao Xiaolu, Project Manager: China Climate Initiative.We also wish to acknowledge input and peer review provided by a range of other experts

32、: Erik van Andel (Dutch Emissions Authority), Jennifer Andreassen Burke (Environmental Defense Fund), and Claude Côté (Ministry of Sustainable Development, Environment and the Fight Against Climate Change, Qu

33、ebec).Finally, we thank colleagues at the World Bank Group who also reviewed the report and provided useful input and feedback: Dominik Englert, Celine Ramstein, Elisabeth Mealey, Sarah Moyer, Alan Lee, Ayesha Malik (

34、IFC) and Thomas Erb.The Guide (and executive briefs) was designed by Elise de Laigue (Explore Communications).,Acknowledgments,Contents,Executive summary ..............................................................

35、.......................................... 9Introduction................................................................................................................... 13Who is this Guide for? ...................

36、................................................................................................................. 13Why is the term “carbon pricing” used in this Guide? ..................................................

37、............................. 13Where does the evidence come from? ........................................................................................................ 13Why is effective communication important and

38、 how does it relate to policy? ..................................... 14 What does this Guide not cover?.................................................................................................................. 1

39、4How to use this Guide.................................................................................................................................... 158 steps to developing a carbon pricing communications campaig

40、n....................................................... 1510 principles for carbon pricing communications .................................................... 16Step 1: Preparing for communications design ..........

41、................................................ 18Incorporate communications advice from the outset of the policy design ...........................................20 Ask: what objectives do communications seek to ach

42、ieve? .....................................................................20 Define specific objectives...................................................................................................................

43、...........20Integrate and prioritize objectives ...............................................................................................................23Identify the national circumstances relevant to communic

44、ating carbon pricing .................................24Step 2: Identifying audiences ...................................................................................... 28The three main categories of audiences ...

45、..................................................................................................29Segmenting audiences by attitudes and values...........................................................................

46、..............30Strategic focus on different audiences........................................................................................................31Strategies for communicating with opponents...............

47、...........................................................................32Step 3: Research ............................................................................................................ 36What researc

48、h can achieve ...........................................................................................................................37Communications research methods ................................................

49、...........................................................37Applying research to the design and testing of pricing communications ..............................................38Step 4: Designing the messages........

50、.......................................................................... 42How people receive information and form attitudes ...............................................................................43 Communica

51、ting about climate change in carbon pricing narratives ......................................................44 Designing trial narratives for testing ....................................................................

52、.......................................45Language that has worked for communicating carbon pricing ...............................................................46 Labeling a carbon tax................................

53、.....................................................................................................50Language and narratives that may not work for communicating carbon pricing ................................ 51,Step

54、5: Explaining how carbon pricing works............................................................ 55Simple terminology ...................................................................................................

55、.....................................56Simple explanations.......................................................................................................................................57Step 6: Choosing commu

56、nicators ............................................................................... 59The importance of trust ........................................................................................................

57、........................60The role of communicators...........................................................................................................................60Recruiting trusted communicators .........

58、..................................................................................................... 61Use of celebrities ................................................................................................

59、............................................62Step 7: Integrating communications with policy....................................................... 63Integrating communications, policymaking, and stakeholder engagemen

60、t .........................................65 The building blocks of communicable policy .............................................................................................69Integrating carbon pricing with ot

61、her policies ...........................................................................................70 Showing results ................................................................................................

62、..............................................71Step 8: Designing a communications campaign........................................................ 73What is a campaign?................................................

63、....................................................................................... 74Defining the campaign............................................................................................................

64、....................... 74Creating a campaign matrix..........................................................................................................................76What is the overarching campaign concept?

65、..............................................................................................77Engaging target audiences .................................................................................................

66、...........................77Choosing media and tactics ..........................................................................................................................78Briefing an agency....................

67、......................................................................................................................81What can go wrong? ................................................................................

68、.......................................................81Appendices .................................................................................................................... 83Appendix A: The social science

69、 of message design ...................................................................................84Appendix B: Explaining research methodologies .....................................................................

70、.................87Appendix C: Explaining carbon pricing........................................................................................................89Appendix D: Carbon pricing narratives for testing.......

71、.............................................................................92Appendix E: Managing counter-arguments ................................................................................................96R