Video News Releases

Mark Harmon

Video News Releases (VNRs) are public relations tools frequently used by corporations, nonprofit organizations, and government entities. Any VNR is the television equivalent of a press packet. It includes an entire TV news story being promoted by the organization. A typical VNR contains many parts: A package complete with narration from a “reporter” who actually works for the PR firm creating the VNR. A “donut” version of the same package so a reporter or anchor from the television station simply can add his or her voice in the appropriate spots, giving the false appearance the reporter or anchor played a more active role in the creation of the story. Extra interview segments, sound “bites” typically 5 to 15 seconds, from on-camera experts quoted in the story. Extra video of the subjects mentioned in the story. For example, let's say the VNR was from the National Cattleman's Association and concerned an ...

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