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Key Challenges

a) We currently lack fundamental understanding about which communication methods work better or worse in different high impact weather contexts, and their dependence on characteristics of the audience. It is important to diagnose communication successes and gaps when high impact weather events happen; to synthesize findings across cases and regions and to transfer findings nationally and internationally across hazards and user sectors, so as to improve communication in future events. 

b) Social Media are rapidly becoming an important communication medium for a large section of the population. We need to understand how social media are and can be used in high impact weather forecast and warning communication, interpretation and use and to encourage and improve use of social media in weather communication. 

c) Effective interpretation and use of forecasts and warnings has been associated with trust in the product and its source. To improve the use and value of forecasts, we need to understand the reasons for reduced trust and, where appropriate, enhance communication about forecast improvements, using success stories, especially in developing countries. 

d) Many research projects and practical implementations of hazard communication are being undertaken around the world. We need to draw together this work to identify best practice so as to improve communication of forecasts and warnings, including uncertainty at all points along the information chain. 

e) There are currently a small number of scientists with in-depth relevant expertise working in this area and connected to weather communication. We need to involve more people with expertise in communication, interpretation and use of forecast and warning information in decision making, and related social sciences, in the HIWeather program.

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