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Toolkit Launched to Provide Media With Best Messaging


National Association of Broadcasters
National Association of Broadcasters

The National Association of Broadcasters (NAB), the Donald W. Reynolds Journalism Institute (RJI) and the National Association of Chain Drug Stores (NACDS) have announced the launch of an online toolkit to help local journalists craft COVID-19 vaccine education messages that best resonate with their audiences. The toolkit is designed to provide journalists with information and resources to create news reports, public service announcements and other messages related to vaccine safety, effectiveness and distribution.

The toolkit provides in-depth insights into nationwide research regarding Americans' attitudes towards the vaccines, what information the public is seeking about the vaccine and the potential effectiveness of various vaccine education messages. This research found a strong majority of Americans are eager for a COVID-19 vaccine and interested in news coverage that provides expert testimony on the safety and efficacy of vaccination. The research also found that a desire to get back to normal is the biggest motivator for getting vaccinated, and that the most motivational messages about the vaccine focus on reducing loss of life and helping others.

The toolkit also includes information from the Kaiser Family Foundation and others on how to reach key audiences, including African American, Latinx and rural communities.

Informational webinars are among the resources available, kicking off with a webinar featuring researchers from SmithGeiger, Reynolds Journalism Institute executive director Randy Picht and NAB Executive Vice President of Public Affairs Michelle Lehman discussing how journalists can utilize research to customize their coverage.

The toolkit also provides connections to reputable national and local healthcare experts who are available to share information with audiences related to COVID-19 and vaccine deployment, as well as to local pharmacists for live reports, interviews and information about vaccinations in local communities. Resources providing COVID-19 data and vaccine tracking are also available through the toolkit, along with access to federal and academic sources providing further research about COVID-19 vaccines.

"As our nation turns to vaccines to help our communities recover from the pandemic, radio and TV broadcasters can play an indelible role in educating Americans about the benefits of vaccination, where to get inoculated and how to encourage friends and family to protect themselves and others," said NAB President and CEO Gordon Smith. "With millions of Americans relying on local media every day for valuable information, NAB is proud to offer this toolkit to help journalists provide expert guidance on vaccine deployment and adoption."

The toolkit is available in English and Spanish and will be shared with local radio and television stations, journalists and partner groups serving culturally diverse communities. The toolkit is available at https://www.nab.org/vaccine

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