Today, NAB launched a toolkit that provides local journalists with resources they need to effectively communicate with their communities about the COVID-19 vaccine. Developed in partnership with the Donald W. Reynolds Journalism Institute (RJI) and the National Association of Chain Drug Stores (NACDS), the toolkit includes independent research findings, best practices and links to national experts and local resources. Visit nab.org/vaccine to learn more.
When it comes to receiving news, local media outlets (TV, radio and print) and broadcast networks are cited by respondents as the most reliable source of information. This has also been found by Pew research. In fact, Pew also found that Americans who mainly get their news on social media are less engaged and less knowledgeable.
The survey finds the most impactful local news reporting would be an investigation into the safety/effectiveness of a vaccine or recommendations focused on wearing masks, with 58% of respondents saying this type of coverage would lead them to trust that news organization more.
As our nation’s communities work to deploy the COVID-19 vaccine to help our communities recover from the pandemic, radio and TV broadcasters are playing a vital role in educating Americans, keeping them safe and informed during this critical time. See more in-depth research and the tools you need to put it into practice at nab.org/vaccine.