VNR
The video news release or VNR, long a staple of broadcast media relations, has come under severe attack in recent weeks. And the source of the controversy is, of all entities, the government; more specifically, the Bush Administration.
In an effort to publicize the benefits of a new law regarding Medicare benefits, the Department of Health and Human Services produced a series of pre-packaged video stories that included public relations agent Karen Ryan in the role of on-camera reporter. The series of news “packages” was distributed to TV stations through CNN’s Newsource service, and therein lies the rub.
In the furor surrounding these stories that were in many cases carried on news programs without labeling them as video advertorials, many stations said the segments were not properly labeled as VNRs. “Reporter” Ryan was accused of being an “actress” and far worse.
Media outlets are understandably sensitive about the subject of using video (and especially whole stories) that are funded by any interest group, particularly when they are rarely labeled as such. It is reasonable, therefore, to expect a chilling effect of undetermined duration on the use of VNRs, at least with respect to overtly political or controversial topics.
http://www.campaigndesk.org/archives/000318.asp
http://www.campaigndesk.org/archives/000305.asp
In an effort to publicize the benefits of a new law regarding Medicare benefits, the Department of Health and Human Services produced a series of pre-packaged video stories that included public relations agent Karen Ryan in the role of on-camera reporter. The series of news “packages” was distributed to TV stations through CNN’s Newsource service, and therein lies the rub.
In the furor surrounding these stories that were in many cases carried on news programs without labeling them as video advertorials, many stations said the segments were not properly labeled as VNRs. “Reporter” Ryan was accused of being an “actress” and far worse.
Media outlets are understandably sensitive about the subject of using video (and especially whole stories) that are funded by any interest group, particularly when they are rarely labeled as such. It is reasonable, therefore, to expect a chilling effect of undetermined duration on the use of VNRs, at least with respect to overtly political or controversial topics.
http://www.campaigndesk.org/archives/000318.asp
http://www.campaigndesk.org/archives/000305.asp
