The National Association of Broadcasters has joined forces with the Donald W. Reynolds Journalism institute on a project to identify effective COVID-19 vaccine education messaging so local broadcasters can help encourage listeners and viewers to get inoculated, according to a recent report in Broadcasting+Cable.
The research project aims to develop a toolkit for local TV and radio stations to craft their own locally targeted public health messaging and education. That kit will include suggested coverage approaches, sample messaging. A vaccine is predicted to be ready to roll out this month.
The NAB and Reynolds are targeting early 2021 for the toolkit’s publication.
“Since the beginning of the pandemic, America’s hometown radio and TV stations have been on the front lines in providing accurate and trusted information to keep communities informed, educated and safe,” said NAB president Gordon Smith in a statement. “Now, with the promise of vaccines on the horizon, broadcasters will once again be a critical partner to government and health communities. We are dedicated to using our platforms to encourage the public to protect themselves, their families and their neighbors by getting inoculated.”
Consulting firm SmithGeiger will conduct a nationwide survey of the challenges local and national media face in providing vaccine information to a range of cultural and political environments in order to determine how vaccine coverage affects attitudes and actions.