Video news releases

For more details on this topic, see video news release.

Some public relations firms send out video news releases (VNRs) which are pre-taped video programs that can be aired intact by TV stations. Often, the VNRs are aired without the stations' identifying or attributing them as such.

TV news viewers can often detect the use of VNRs within television newscasts; for example, many movie-star "interviews" are actually VNRs, taped on a set which is located at the movie studio and decorated with the movie's logo. Another frequent example of VNRs masquerading as news footage is videotapes of particular medical "breakthroughs," that are really produced and distributed by pharmaceutical companies for the purpose of selling new medicines.

Video news releases can be in the form of full blown productions costing tens of thousands or even hundreds of thousands. They can also be in the TV news format, or even produced for the web.

Recently, many broadcast news outlets have discouraged the use of VNRs. Many stations, citing an already poor public perception, want to increase their credibility. Public relations companies are having a tougher time getting their pre-edited video aired.

VNRs can be turned into podcasts then posted onto newswires. Further to this, a story can be kept running longer by engaging "community websites", which are monitored and commented on by many journalists and features writers.

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