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NAB Explores “Vaccine Education Messaging”

Regional approach highlighted in partnership with Reynolds Journalism Institute

What’s the best way for broadcasters to get the word out about COVID-19 vaccines? That’s the question to be explored by a research project that the NAB will participate in.

The National Association of Broadcasters and the Donald W. Reynolds Journalism Institute announced a “nationwide research project to identify effective COVID-19 vaccine education messaging.”

[Read: NAB Ad Campaign Emphasizes Local Broadcasting]

They said the findings will help in development of a “toolkit” for radio and TV broadcasters and other journalists “to craft public health messages and educational programming that will best resonate with their communities.”

The project will be conducted by consulting firm SmithGeiger. It will do a national survey that the organizers call a first: looking into “the challenges and opportunities facing local and national media presented by the rollout of COVID-19 vaccines.”

NAB and RJI want to put out a toolkit for broadcasters and other journalists “that provides messaging guidance focused on a local and regional approach rather than relying solely on a national message.” It is expected to be released early next year in English and Spanish languages.