north carolina press association | supporting the public's right to know since 1873
Guidance for journalists on trusted messengers and effective COVID messaging
The National Association of Broadcasters and the Donald W. Reynolds Journalism Institute have shared initial findings of nationwide research conducted to equip local journalists with insights to effectively educate their communities on COVID-19 vaccines.
Key takeaways include:
When it comes to receiving news, local news (TV, radio and print) is cited by respondents as the most reliable source of information.
The information respondents want most centers on the safety and efficacy of the vaccine.
The most important voices to these respondents are those of their own doctors and nurses.