Advertising in Video News Releases (VNRs)? (Case6)

A video news release is different form advertisements as it is aired during the news timing as part of the news and not in the commercial time. The viewers see the video news release and consider it to be part of the news, researched by the news channel.

Video news releases are used more and more these days by PR firms for the distribution of news information.  A news segment that you see on the television has a lot of importance and it is considered to be factual and well researched. Companies that share video news releases can easily benefit from this. The writing of a video news release is not as writing a simple press release. The video news release is written as news that is being broadcasted to the audience. The audio needs to be more like news and less like an advertisement. Comments and opinions are taken form experts and common people that show the positive effects of the product. This touches the human interest angle in the news release.  This type of publicity gimmick was first used by pharmaceutical companies but now more and more PR platforms are using it.

Most news agencies use the video news release as is, while others use their own voice over to make seen more authentic. The voice over script is usually provided by the PR platform that sent the video news release. The product can be named two three times in the video news release. Make sure you justify the use of the product in the release. A major reason for news channels to use the video news release in the news broadcast is that it is cheaper than conducting their own research and then airing the piece. The length of an average VNR is one to two minutes. It needs to be informative and look like part of the news.

The video news release even though very much appreciated by public relations firms is not much liked by the media authorities.  The authorities demand that the source of the media release is announced in the news so that it is not misleading for the public. If a media release is discovered being aired the public can question the source of the information from the news editor or any higher official. If it is found to be a video release the viewers can ask the television station to announce the source of the release to the masses and clear any ambiguity. If the news channel refuses to air the retraction then the viewers has a right to forward the issue to the authorities.