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Video News Releases – In the Spotlight of Controversy Again |
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Sunday, 20 August 2006 |
By Audrey Strong
Once again we see video news releases, or VNRs, in the spotlight of controversy. Last year’s controversy centered on government-sponsored VNRs. In August, the Federal Communications Commission (FCC) sent letters to 77 television broadcasters, asking whether their stations had properly labeled VNRs.
At the time FCC commissioner Jonathan S. Adelstein said in a statement, “The public has a legal right to know who seeks to persuade them so they can make up their own minds about the credibility of the information presented. Shoddy practices make it difficult for viewers to tell the difference between news and propaganda.”
Adelstein is right that American television news viewers have the right to know where their news comes from and must trust television news stations to provide them stories that are accurate and balanced. But VNRs need not be done away with altogether.
Effective, ethical VNRs are produced every day in this country and are the video version of a paper press release. A decent press release should present information that is factual and newsworthy. Few publications run a press release as is, choosing to build on an announcement and develop their own story.
Here are some tips to ensure your VNR has the best chance of success and that it provides television news stations the information they need to verify accuracy:
- Transparency: Make sure all blastfaxes, scripts, VNR slates and labels are transparent, listing who provides and funds the video.
- Designated contacts: Let stations know in the blastfax who they can contact to vet your script quickly and efficiently.
- Stay informed: Keep in touch with your contacts in broadcasting to monitor what their rules are for the use of VNRs.
- Story is king: If you don’t have a strong news hook and are trying to create a news story where none exists, don’t do the VNR.
- Exclusive offerings: Make sure your VNR offers exclusive video and interviews that might be impossible or too time consuming for local reporters and videographers to obtain.
At JohnstonWells we are always extremely careful and strategic in how we select and craft VNRs for our clients. Transparency and open disclosure is essential. And now especially, it pays to closely monitor the situation and adjust strategies relating to VNRs and other broadcast avenues.
High-quality video remains an essential part of public relations campaigns. While stations may be reluctant to air a VNR, they will often use b-roll video of interviews or of difficult-to-shoot video in their stories. Building a b-roll library of visuals and interviews with your key executives is also integral to creating other important projects, including corporate, training, event and sales videos. And today, any video you create can be uploaded to your own Web site and to other sites such as YouTube or Google Video.
Regardless of what happens with the ongoing VNR controversy, video will continue to be one of the most compelling ways to communicate with your key audiences and to promote your organization.
Audrey Strong is a senior counselor at JohnstonWells Public Relations, where she heads up the firm’s broadcast division.
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