Video news release

A video news release (VNR) is a video segment made to look like a news report, but is instead created by a PR firm, advertising agency, marketing firm, corporation, or government agency. They are provided to television newsrooms to shape public opinion, promote commercial products and services, publicize individuals, or support other interests. News producers may air VNRs, in whole or in part, at their discretion or incorporate them into news reports if they contain information appropriate to a story or of interest to viewers.

Critics of VNRs have called the practice deceptive or a propaganda technique, particularly when the segment is not identified to the viewers as a VNR. Firms producing VNRs disagree and equate their use to a press release in video form and point to the fact that editorial judgement in the worthiness, part or whole, of a VNR's content is still left in the hands of journalists, program producers or the like. The United States Federal Communications Commission is currently investigating the practice of VNRs.

Details

Most VNRs feature a professional news reporter, someone with on-air news experience, or an actor. VNRs also often include interviews with experts (who often have legitimate, if biased, expertise); so called "man on the street" interviews with "average" people; and pictures of celebrities, products, service demonstrations, corporate logos and the like, where applicable. In some cases the "man on the street" segments feature persons randomly selected and interviewed spontaneously, and in other cases actors are hired and directed by VNR producers to deliver carefully scripted comments. In addition, regardless of whether real people or professional actors appear, VNR producers and directors, just like journalists, have complete discretion to excerpt and edit these "interviews" into 'sound bites' that help make the point they are trying to make.

Media broadcasting

Commercial television stations and other media outlets often broadcast only portions of a VNR. Sometimes they use the script provided by the VNR producer but frequently they write their own script.

In a report released on April 6, 2006, the Center for Media and Democracy listed detailed information on 77 television stations that it said had broadcast VNRs in the prior 10 months, and which VNRs had been broadcast. Most of these VNR uses were of partial feeds. However, CMD said that in each case the television station actively disguised the VNR content to make it appear to be its own reporting, and that more than one-third of the time, stations aired the pre-packaged VNR in its entirety.[1]

Business production in the United States

VNRs have been used extensively in business since at least the early 1980s. Corporations such as Microsoft and Philip Morris, and the pharmaceutical industry generally, have all made use of the technique.

According to the trade-group Public Relations Society of America, a VNR is the video equivalent of a press release.[2] and presents a client's case in an attractive, informative format. The VNR placement agency seeks to garner media attention for the client's products, services, brands or other marketing goals. The VNR affords local TV stations free broadcast quality materials for use in reports offered by such stations.

Public Relations agencies have their video tapes encoded allowing very accurate tracking of where such video is used. (see: SIGMA (verification service) for additional information).

One critic of the VNR technique, John Stauber, an observer and critic of the Public Relations business says, "These fellows are whistling past the graveyard, assuring themselves that this all is no big deal. There was no hint of shame, certainly no apologizing, just apparent disdain for having their business practices dissected on the front page of the New York Times. They are proud of their work."[3]

VNRs and U.S. law

See also

References

  1. ↑ Farsetta, Diane (March 16, 2006). "Fake TV News: Widespread and Undisclosed". PRwatch.org, Center for Media and Democracy.
  2. ↑ "Statement of the Public Relations Society of America (PRSA) on Video News Releases (VNRs)". Your Leaders Speak Out. Public Relations Society of America. April 2004. Archived from the original on 2004-05-05. Retrieved 2011-09-05.
  3. ↑ Stauber, John (March 16, 2005). "PR Execs Undeterred by Fake News "Flap"". Center for Media and Democracy. Retrieved 2006-08-17.
  4. ↑ Barstow, David & Stein, Robin (2005-03-13). "The Message Machine: How the Government Makes News; Under Bush, a New Age of Prepackaged News". New York Times. Retrieved 2006-08-17. (subscription required)
  5. ↑ GAO decision - Matter of: Department of Health and Human Services, Centers for Medicare & Medicaid Services—Video News Releases Archived December 7, 2006, at the Wayback Machine. (pdf). File: B-302710. U.S. House of Representatives. May 19, 2004
  6. ↑ GAO decision B-304228, "Department of Education--No Child Left Behind Act Video News Release and Media Analysis". U.S. Government Accounting Office. September 30, 2005
  7. ↑ "Video News Feed Information for Redistricting (P.L. 94-171)". United States Census Bureau. 2001-05-30. Retrieved 2006-08-17.
  8. ↑ "About VOA - VOA History - Historical Highlights". Voice of America. Archived from the original on 2004-11-04. Retrieved 2011-09-05.
  9. ↑ "S.266 -- Stop Government Propaganda Act (Introduced in Senate - IS)". Thomas.loc.gov. February 2, 2005. Retrieved 2011-09-05.
  10. 1 2 Roland, Neil (2006-05-26). "FCC's Martin Orders Probe of TV Stations That Air Ads as News". Bloomberg L.P. Retrieved 2006-08-17.
  11. ↑ "TV Stations' 'Fake News' Scrutinized". CBS News. Associated Press. August 16, 2006. Retrieved 2006-08-17.
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