Today, NAB, the Donald W. Reynolds Journalism Institute (RJI) and the National Association of Chain Drug Stores (NACDS) launched an online toolkit to help local journalists craft COVID-19 vaccine education messages that best resonate with their audiences. The toolkit is designed to provide your station with information and resources to create news reports, public service announcements and other messages that promote vaccination. Read the full press release here.

The toolkit provides in-depth insights into exclusive nationwide research regarding Americans’ attitudes towards the vaccines, what information the public is seeking and the potential effectiveness of various educational messages. It also includes information from the Kaiser Family Foundation and others on how to reach key audiences, including African American, Asian, Latinx and rural communities.

Additional resources include a webinar that dives deep into the research and discusses how journalists can utilize this data to customize their coverage, b-roll, COVID-data tracking and social media graphics.

The toolkit also provides connections to reputable national and local healthcare experts who are available for interview, as well as to local pharmacists for live reports, interviews and information about vaccinations in local communities.

The toolkit will be updated often as new research and information becomes available. It is free to all newsrooms and available in English and Spanish.

We are grateful for your commitment to keeping your audiences safe and informed as communities work to deploy the COVID-19 vaccine. If you have any questions, please don’t hesitate to contact your NAB Membership Concierge at (202) 775-2555 or

Leave a Reply

Your email address will not be published. Required fields are marked *