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C.C. communication has become a salient topic in science and society. It has grown to be something like a booming industry alongside more established ‘communication enterprises’, such as health communication, risk communication, and science communication. This article situates the theory of C.C. communication within theoretical developments in the field of science communication. It discusses the importance and difficulties inherent in talking about C.C. to different types of publics using various types of communication tools and strategies. It engages with the difficult issue of the relationship between C.C. communication and behavior change, and it focuses, in particular, on the role of language (metaphors, words, strategies, frames, and narratives) in conveying C.C. issues to stakeholders. In the process, it attempts to provide an overview of emerging theories of C.C. communication, theories that recently have begun to proliferate quite dramatically.