Video news release

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A video news release (VNR) is a form of public relations whereby a series of video images and interviews are distributed to various media outlets much like a press release. Like traditional press releases, VNRs may be distributed with the intent to inform, alert or shape public opinion, or to promote and publicize individuals, commercial products and services. VNRs are also used to distribute public service announcments [1] or where footage is not readily available to broadcast stations, such as the Food and Drug Administration (FDA) approval of a new drug, or medical device [2], or to quickly and accurately disseminate images relating to a specific product recall [3]

Generally, the objective of a VNR is to provide a station with enough information, footage and interviews to allow a station to create their own segment, rather than provide actual programming, in much the same way a press release aims to provide a print reporter with information, rather than an actual story that's ready to print as-is.

The VNR is distributed through a variety of methods to local and national television stations, and cable networks (collectively, "media outlets"). For radio, a similar package, called an Audio News Release, or ANR, is used, that is audio only [4]. VNRs are distributed by their producers though much the same means that news stations send news packages to eachother - through satellite feeds, digital distribution networks, or through delivery of an actual video cassette. While the VNR industry was largely launched by the entertainment industry in the early 1980's, as a means of distributing images and interviews with celebrities and new movies, VNR distributors now include PR firms, advertising agencies, marketing firms, corporations, and U.S. government agencies.

Generally speaking, the VNR is edited with the objective of readily providing news images to a broadcaster in the style that is easiest, fastest and most similar to their own broadcast style. News stories are therefore shot and edited like news stories. Entertainment stories are shot and edited like entertainment stories.

The most widely used form of VNR is edited in the style of a news report. The news VNR is typically divided into three parts [5]; a body of text known as "slates", a VNR package, and unedited additional soundbites and B-Roll. (A-Roll is the images of the actual anchor, or reporter on air. B-Roll are the images they are talking about. For example, the news anchor introducing a story on Iraq is A-Roll. When you see the actual images of Iraq, that is B-Roll)

The slates inform the broadcaster of the news story, and reads very much like a print news story. The VNR package is generally scripted, voiced and edited in the same way you would see a news story on the news [6]. The main purpose of this is to help explain the story visually, and allow broadcasters to quickly decide if and how they would generate this story themselves. (This is particularly useful when distributing complex subjects, such as new drugs, or medical techniques). The B-Roll and 'sound bites' are often the same images as in the package, though generally contain additional ones, but in a less edited format, allowing stations to pick and choose which footage they would like to use in their news story.

While the explicit purpose of the VNR package is not to used whole, but only in part, primarily during news and public affairs programs, financial and staffing cutbacks at many networks in recent years have resulted in many stations running the VNR package in their entirety.

Catering to the stations' need to generate stories, yet not having the resources to do so, a small but prolific number of VNR production companies now also include an on-camera reporter in their VNR packages, to create the appearance of being a reporter working for, or retained for the purpose of the story. (However, most VNR production companies and VNRs do not include on-camera reporters). In the same way a press release may advocate a particular point of view, and may aim to provide objective, accountable news reporting, the VNR with on-camera talent strives, or creates the impression, of doing the same.

However, as the Government body governing broadcasting - the Federal Communications Commission FCC rules do not require identification unless the VNR is on a political or controversial topic, stations may not always disclose the source of story, leaving the veracity or motives behind the story subject to question.

New methods of disclosing this source and veracity of the story are currently being discussed by the Radio Television News Directors Association or RTNDA. [7][8]

Within the broadcast industry, these VNRs are commonly known and labelled as "VNRs" or referred to in the slang term "hand-outs", because unlike news distribution services like AP or Reuters which require a paid subscription, VNRs are handed out free.

A recent report by the Center for Media and Democracy has also referred to them as "fake news", to distinguish a VNR from a story generated by the actual news department of a station. However, this term is disputed by both the television broadcast and VNR industry, as it implies the news within the story is fake, which is misleading. For example if a pharmaceutical company were to distribute a VNR on a new cholesterol medication, the news about that medication is not "fake"; there is a new cholesterol medication.[9]

However, some VNR production companies have started the practice of buying air time to insert their new packages, as through they were actual news pieces, thereby by-passing the filtering and fact-checking of the newsroom. These VNRs are commonly called "branded journalism" which could more accurately be described as "fake news".

VNRs are in wide use in the United States ^{[citation needed]} and appear on corporate and publicly owned media outlets. They are used less frequently outside of the US as most broadcast news networks in other countries are funded by taxpayers, and are therefore not permitted to publicize or endorse commercial products, unless unavoidable (for example, a story on Microsoft). A related technique is the satellite media tour.

[edit] Details

Since most VNRs aim to provide broadcast-quality footage and interviews, the VNR industry generally hires either freelance, or former news producers and reporters, such as Karen Ryan. The typical "news report" style VNR will generally feature a reporter with on-air experience, and on very rare occasion an actor playing the role of news correspondent; interviews with experts (who often have legitimate expertise but are paid or otherwise have ties to the sponsor of the VNR); so called "man on the street" interviews with actual "average" people; and pictures of celebrities, products, service demonstrations, corporate logos and the like, where applicable. In most cases the "man on the street" segments feature persons randomly selected and interviewed spontaneously, and in fewer cases actors are hired and directed by VNR producers to deliver scripted comments - though this practice is frowned apon. The VNR producers edit these interviews into short 'sound bites' which best fit the particular news story or point of view the VNR makers seek to advocate, and provide as many useful ones to the station as possible in order to offer them with the widest choice that best suits the station's needs (demographics, news-style, length of segment etc)

[edit] Media broadcasting of VNRs

Commercial television stations and other media outlets often broadcast only portions of a VNR. If the VNR features an on-air reporter, they are frequently removed, or "bumped" as it is known in VNR industry trade slang, and one of the media outlet's regular journalists, known to its audience, is substituted. For example, an interview with a leading executive or scientist from a pharmaceutical corporation -- another industry which was one of the early adopters of the VNR technique -- might be inter-cut with on-camera or spoken commentary from the media outlet's usual journalist.

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 also listed which VNRs had been broadcast. 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]

[edit] Business production of VNRs

VNRs have been used extensively in business since at least the early 1980s. Corporations such as Microsoft and Phillip 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] However, 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]

[edit] U.S. Government production and distribution of VNRs

During 2004 a controversy developed over the use of VNRs by the United States government. Much debate, media coverage, and analysis of the situation continues.

• The New York Times reported in March 2005 that "In all, at least 20 federal agencies, including the Defense Department and the Census Bureau, have made and distributed hundreds of television news segments in the past four years, records and interviews show. Many were subsequently broadcast on local stations across the country without any acknowledgement of the government's role in their production."^[4]

• A VNR financed by the Department of Health and Human Services was aired on a number of local news programs around the country, as conventional journalism when in fact, it was produced to promote the new Medicare plan. The creation of the Karen Ryan video, named so because of the on-screen "reporter," was ruled in May 2004 to be in violation of federal law by the General Accounting Office, the investigative arm of the U.S. government.^[5]

• In September, 2005, the GAO concluded that the Department of Education had violated the law when it distributed a similar video news release using Karen Ryan as a "reporter" touting the No Child Left Behind program of the Bush administration. In May 2003 the Department had hired the Ketchum public relations firm; the contract specified, among other things, that the firm create "audio products, videos and some print materials that present clear, coherent, targeted messages regarding ED’s programs and that relate to the Department’s legislative initiatives". ^[6]

• A website of the Census Bureau informs visitors: "U.S. Census Bureau Video News Feeds are available for creation of state-specific news reports. Targeted comments are provided by Census Bureau Redistricting Data Office Chief, Marshall Turner. Companion notification material includes references to websites for the newly released information. Please contact...Homefront Communications for hardcopies on Betacam SP and faxed/email notification copy."^[7]

[edit] VNRs and U.S. law

• In January 1948, the U.S. Information and Educational Exchange Act of 1948, also known as the Smith-Mundt Act, was passed by Congress and signed into law by U.S. President Harry Truman, placing international overseas information activities, including VOA, under an Office of International Information at the Department of State.^[8]

• In February 2005, the "Stop Government Propaganda Act" was introduced in the U.S. Senate. It was referred to the Judiciary Committee and no further action occurred. [10]

• In April 2005, the Federal Communications Commission warned television stations that they could be fined for airing news stories provided by the government and by companies without disclosing who made them.^{[citation needed]}

• In May 2006, FCC chairman Kevin Martin ordered a review of airing of VNRs by television stations, following the April 2006 report by the Center for Media and Democracy.^[9]

• In August 2006, the FCC mailed letters to the owners of 77 television stations, asking for information regarding agreements between the stations and the creators of VNRs. The letters also asked whether there was any "consideration" given to the stations in return for airing the material. Stations have been given 60 days to respond.^[10]

[edit] US commercial producers of VNRs

A number of public relations firms employ the VNR technique on behalf of their clients; there are a number of commercial production companies who specialize VNR production.

• DWJ Television, which claims to have aired the first VNR in the US in the early 1970s
• Running Pony Productions
• Medialink
• MultiVu a service of PR Newswire
• Homefront Communications
• Karen Ryan
• Ketchum Public Relations
• DS Simon Productions
• Hausman & Schott
• News Broadcast Network
• VNR-1 Communications

[edit] References

1. ^ Farsetta, Diane and Price, Daniel (2006-04-06). Fake TV News: Widespread and Undisclosed. Center for Media and Democracy. Retrieved on 2006-08-17.
2. ^ Statement of the Public Relations Society of America (PRSA) on Video News Releases (VNRs). Public Relations Society of America. Retrieved on 2006-08-17.
3. ^ Stauber, John. "PR Execs Undeterred by Fake News "Flap"", Center for Media and Democracy, 2005-03-16. Retrieved on 2006-08-17.
4. ^ Barstow, David and Stein, Robin. "THE MESSAGE MACHINE: How the Government Makes News; Under Bush, a New Age of Prepackaged News", New York Times, 2005-03-13. Retrieved on 2006-08-17. (subscription required)
5. ^ GAO decision - Matter of: Department of Health and Human Services, Centers for Medicare & Medicaid Services—Video News Releases (pdf) File: B-302710, May 19, 2004
6. ^ GAO decision B-304228, "Department of Education--No Child Left Behind Act Video News Release and Media Analysis", September 30, 2005
7. ^ Video News Feed Information for Redistricting (P.L. 94-171). United States Census Bureau (2001-05-30). Retrieved on 2006-08-17.
8. ^ Historical Highlights. Voice of America. Retrieved on 2006-08-17.
9. ^ Roland, Neil. "FCC's Martin Orders Probe of TV Stations That Air Ads as News", Bloomberg L.P., 2006-05-26. Retrieved on 2006-08-17.
10. ^ "TV Stations' 'Fake News' Scrutinized", Associated Press, 2006-08-16. Retrieved on 2006-08-17.

[edit] See also

• Fake news
• Journalism ethics and standards

[edit] External links

• "Video News Releases: Unattributed Prepackaged News Stories Violate Publicity or Propaganda Prohibition" (pdf), GAO testimony before the Committee on Commerce, Science, and Transportation, U.S. Senate, May 12, 2005
• (GAO B-303495) ONDCP VNRs constitute covert propaganda and violated the publicity or propaganda prohibition (pdf file), January 14, 2005 letter from GAO to Representatives Waxman and Olver
• "Office of National Drug Control Policy--Video News Release, B-303495, January 4, 2005"
• Sourcewatch, PR industry watch-dog group article on VNRs
• U.S. Census Bureau offers what it calls "newsfeeds"
• Profile of Karen Ryan
• Karen Ryan Group
• American Marketing Association's definition of VNR
• Corporate Propaganda and Media Manipulation, January 26, 2003, By Royce Carlson}
• Brand Propaganda, March 20, 2005, by Andy Lark

[edit] Video and audio links

• A New Age of "Fake News", WBUR 17 March 2005
• Audio and video coverage of the issue from Democracy Now!