Enhancing Municipal Climate Adaptation: Evaluating Communication Strategies in Lithuanian Cities

Municipalities are increasingly recognized as key actors in addressing climate change adaptation. However, a significant challenge remains in translating legislative authority into effective, action-oriented implementation. This study evaluates municipal climate adaptation communication and its public perception in Lithuania. A mixed-methods approach was employed, combining data from a representative survey of Lithuanian residents (n=1013) and a content analysis of climate-related communications from all 60 municipalities in Lithuania, gathered from their official websites and Facebook accounts throughout 2024. The survey results revealed significant differences in how citizens perceive and access municipal climate information across key demographic groups. Notably, lower education levels are associated with higher municipal information scores (ANOVA: F = 3.92, p < 0.001), potentially indicating more effective outreach to this group but also raising questions about information interpretation. Significant variations were also found in municipal information scores across occupational categories (ANOVA: F = 3.63, p < 0.001), highlighting the need for tailored communication strategies that consider the diverse needs and constraints of different professions. The content analysis of municipal communications revealed that adaptation-specific messaging is often limited, comprising only 24.7% of climate-related messages. Interestingly, rural municipalities demonstrated higher climate communication intensity (1.83 messages per 10,000 inhabitants) compared to major urban centres (0.58 messages per 10,000 inhabitants), suggesting a greater emphasis on public outreach in less densely populated areas, though urban centres focused more on adaptation messaging. These findings emphasize that simply raising awareness is insufficient. To truly close the gap between authority and capacity, municipalities need to adopt nuanced, targeted communication strategies that not only inform but also empower citizens with actionable adaptation guidance. Enhanced citizen engagement through strategic communication is, therefore, essential for transforming legislative intentions into meaningful and effective climate adaptation actions.