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:
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.