Guidance for journalists on trusted messengers and effective COVID messaging

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The National Association of Broadcasters and the Donald W. Reynolds Journalism Institute have shared initial findings of nationwide research conducted to equip local journalists with insights to effectively educate their communities on COVID-19 vaccines.

Key takeaways include:

  • When it comes to receiving news, local news (TV, radio and print) is cited by respondents as the most reliable source of information.
  • The information respondents want most centers on the safety and efficacy of the vaccine.
  • The most important voices to these respondents are those of their own doctors and nurses.

The research, conducted by consulting firm SmithGeiger, is a first of its kind study of the challenges and opportunities facing local and national media in covering the deployment of COVID-19 vaccines and informing the public on how to get vaccinated.

NAB and RJI will use the findings to produce a toolkit for local journalists with resources focused on a local and regional approach to effective communications. These resources will be available in early 2021 in English and Spanish. The toolkit will continue to be updated throughout the year as messaging evolves and the vaccines become more widely available.

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