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A Video News Release, or VNR is a short video piece that you provide to news editors so they have the things they need to run your story. The use of VNRs is thriving, reflecting the reality of broadcast news with more minutes to fill although with fewer reporters and tighter budgets.

A typical VNR contains a few short interviews, some video clips, and a suggested script. This style is known as "bite and cover," for sound bite and video coverage. A VNR may include a "package," which is a produced piece of around 90 seconds that can be run as is with only minor modification. If a VNR refers to a recent event or project it is "timely," whereas one made to avoid such references is "evergreen." VNRs are usually broadcast on C-band satellite, and news directors are provided a press release with the coordinates to download the footage if they choose.

The Other Side of the Story

If you're thinking this is a great thing: to reach an audience with your message told the way you want, you're not alone. Corporations, advertisers, and even the US governments have all been accused of questionable tactics with Video News Releases designed to manipulate rather than inform (see The Rise and Fall and Rise Again of the Video News Release).

Can Your Organization Benefit from a VNR?

The simple answer is that almost every organization could use a VNR in their media work, although certain factors make your case particularly strong:

• Timely and hard-to-get footage If your work involves an emergency, demand for images will drive coverage of your VNR. This is amplified if the story is remote or difficult to cover.
• Strong human interest story News editors tell us of a persistent need to good human interest stories to balance the other news.
• Beautiful pictures If you work with animals, children, nature, or things suited to moving pictures, your VNR will be covered because is looks so beautiful.
• Working in a Coalition Coalitions are ideal for VNRs, because people from several groups can give interviews which gives an appearance of balance.

Let us discuss with you whether a VNR would assist you in your media strategy. It may be that you are trying to reach a new audience, tell an important story, or simply increase the profile of your organization. A Video News Release might be the answer.