1. M I C H E L L E V E G L I A N T E
B R I G I T T E G A U S C H E
Video News Releases
(VNRs)

2. Video News Releases
 A VNR is a video segment made by a PR firm that is
formatted like a news segment.
 Formatted for immediate use by TV personnel
 VNRs are a highly technical and costly process
 Good Graphics are a must!
 Submitted via satellite
 Has the advantage of being used by numerous stations on a
regional, national, or global level

3. Uses of VNR’s
In Public Relations
 Competition is very intense
 A well done VNR can get 40 to 50 airings with an
audience of 2 to 3 million people.
 Every television station uses VNRs
 “We determined prima facie and scientifically and electronically
that every TV station in America has used and probably uses
regularly this material from corporations and organizations that
we provide as VNRs, or B-roll.”
-Larry Moskowitz President of Medialink

4. Format
 A VNR package usually includes the following:
 90 second news report-
• Use split audio- 2 separate tracks: one for sound bites/announcer
speaking and one for natural sound.
• Provides television directors with flexibility
 2-3 minutes of B-roll- extra footage
• video without narration, background pictures, extra interviews,
sound bites, or file footage
• Provides television directors with flexibility
 Clear identification of video source
 A script, spokespeople information, media contacts, background
information all submitted electronically

5. Production
 The Process of producing a VNR is very technical
 VNRs are usually outsourced production
 Tips to produce a VNR with TV news directors in
mind
 Maximum flexibility in editing
 Keep news footage in mind
 Never impose your written information on the videotape
 Never use a stand-up reporter
 Provide a local angle
 Top notch graphics and animation

6. Video News Release Example
 Saturn Gives Children 'Pictures of Hope’
http://inr.mediaseed.tv/GM_35919/

7. Ethics of VNR’s
 Must source attribution!
 FCC cracked down on TV stations not crediting their
VNRs
 New standard was produced by PRSA and NABC
 “All prepackaged materials should contain a complete disclosure
of the sources of information, the transparent identification of
individuals or organizations who paid for, sponsored or initiated
the production of the materials, and an explicit revelation of
interests/points of view represented in the materials.”

8. Hope For The Future
 VNRs are a popular and growing medium for public
relations
 VNRs are used by almost 90% of newscasts on
television
 Stations receive so many VNRs which results in
clutter –This will lead to intense competition in the
future by firms trying to get their VNRs aired on
news stations.