Importance of Video News Release

Importance of Video News Release in Public Relations

Television is still the paramount source of news despite the existence of other media formats and outlets . Television reporting significantly affects the ability of the viewing public to make evaluation of what was presented to them . To reach this audience and to add credibility to clients ' messages , the public relations industry uses video news releases (VNRs

VNR is a pre-packaged "news " segments created by broadcast PR firms , or by publicists within corporations or government agencies . It is the television version of the printed

press release , translating the printed word into the language of moving pictures . The PR industry has defended that VNR is an essential tool of any PR campaign as it effectively promotes campaign to sell product , burnish an image , or promote policies or actions beneficial to the corporation . It allows companies to demonstrate their product in a way that is consumable , shareable , and more interesting than reading material thus enhancing a proactive and all-encompassing marketing and PR campaign

The Public Relations Society of American (PRSA ) in its response to the comment of the Federal Communications Commission stated that VNRs are important tools for communication in a free , open society and that excessive government regulation on the production and dissemination of such materials could have a chilling effect on open communication and work against providing the public with vital , interesting information from myriad points of view and sources

Reference

Public Relations Society of America . Statement of the Public Relations Society of America (PRSA ) on Video News Releases (VNRs ) Media Release April 20 , 2004 . Retrieved January 3 , 2008 , from http /media .prsa .org /article_display .cfm ?article_id 480

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