This book is addressing a larger-than-life problem that is climate change through the accessible and powerful institution—the media. In the times of information overloadinformation overload and increased anxietyanxiety among the populations, there are many factors to consider when deciding on the framingframing of climate communication. The main area of concern of this book is professional journalism, yet the strategies, tactics and solutions recommended are equally applicable to campaigns and social media communication. Drawing from the seminal work of Albert BanduraBandura, Albert, Robert CialdiniCialdini, Robert, Floyd Allport, Karl WeickWeick, Karl, Daniel KahnemanKahneman, Daniel and Amos Tversky, as well as Erving Goffman, Robert EntmanEntman, Robert, Raymond WilliamsWilliams, Raymond and many other great minds, this book analyses the most insightful achievements of social psychology and applies them to media, sociology, cultural and political studies. The resulting conclusions lie in the urgency of creating the field of public understanding around climate change that steers away from alarmism and doomismdoomism/doomist, while preserving the awareness of and commitment to the cause. The new set of news valuesnews values has been proposed that is forward-looking and recommends a departure from the negativity-biased news values of the previous century. There are ten climate-adjusted news values in this book. They vary from more interest in the climate attributionclimate attribution (linking the incidents into a bigger picture, rather than an array of shocking one-off headlines); bad news reported with scientific clarity; stories of community empowerment; to cultural relativity spotlighted; emotional offsetsemotional offsets that ensure a more balanced reaction of the publics to the overwhelmingly negative climate coverage; discoveries of innovationinnovation; entertainment and lifestyle news that recommend accessible solutions; stories of aweawe and excitement; mid-level solutions and business initiatives; positive acts of the governments and stakeholders presented in an engaging manner to the publics. The solutions from social psychology—empowered by the tenets of ‘social proof’ and ‘self-efficacy’—are applied to media communication to reveal the most effective types of storytelling on climate change.