NAB and RJI Research Provides Guidance for Journalists on Trusted Messengers and Effective Messaging for COVID-19 Vaccine Education

Washington, D.C. – A new nationwide survey finds 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 National Association of Broadcasters (NAB) and the Donald W. Reynolds Journalism Institute (RJI) announced today. The survey also finds that a desire to get back to normal is the biggest motivator for getting vaccinated and that media organizations could encourage vaccinations by focusing on messages regarding reducing loss of life and helping others.