This post was originally published on this site
The National Association of Broadcasters, the Donald W. Reynolds Journalism Institute (RJI) and the National Association of Chain Drug Stores (NACDS) today 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 exclusive 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. The research, sponsored by NAB and RJI, 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, Randy Picht, executive director of the Reynolds Journalism Institute 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