Toolkit provides media with best messaging practices on COVID-19 vaccine education

The National Association of Broadcasters (NAB) and the Donald W. Reynolds Journalism Institute (RJI) announced Thursday 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 provided in the toolkit covers a lot of ground to help newsrooms as they think about how they’ll cover this important story,” said Randy Picht, executive director of the Reynolds Journalism Institute. “We think the abundance of data will be especially helpful to newsrooms because, as more people become eligible to receive the vaccine, the rollout story is going to evolve and present new challenges that the results will be able to address.”

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