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This Just In…
Bonus Tactics column: A broadcast reporter sounds off on VNR use
August 18, 2006
Copyright © 2006 PRSA. All rights reserved.
Editor’s note: Scott Sayres is a veteran, award-winning reporter for FOX 4 in Dallas. He has written several articles for Tactics.
Dipping into this reporter’s electronic mail, I received more questions about video news releases (VNRs), what the media wants from PR professionals and how those same pros can win (or lose) a reporter’s trust. (The last two questions will be answered in an upcoming issue of Tactics — stay tuned.)
Topic No. 1
“VNRs aren’t all bad and to lump what I do in with ones that might be ‘suspect’ is unfair…”
“Am I wasting my money hiring a production company to shoot VNRs for my clients?”
“I’d prefer to see video like I shoot than much of the [stuff] that comes from the biased, so-called ‘public’ media…”
Those are snippets from just some of the dozens of e-mails I received when I attempted to answer a question about VNRs in the May issue of Tactics. My response was simple. Television newsrooms are shying away from VNRs because they might seem biased in favor of the business, organization or agency that provided the video.
In April, a watchdog group called the Center for Media and Democracy released a report alleging 77 local television stations aired VNRs without disclosing where they originated. The report received a lot of national attention and provided more ammunition to those who believe the media is already biased.
That’s why many newsroom managers opt not to use VNRs. As we discussed in Tactics, any use of handout video must meet certain criteria, the core elements of which can be found on the Radio Television News Directors Association (RTNDA) Web site at http://www.rtnda.org/foi/finalvnr.shtml.
These are guidelines — and just guidelines. Every news manager makes an individual choice about whether to run a VNR, and, more important, what VNRs to run. Last time, I used a NASA space walk as an example of handout video that meets RTNDA criteria and is obviously newsworthy. The guidelines should help PR professionals decide when it’s appropriate to spend time — and money — circulating a VNR.
For instance, I recently received a tape from a major airline about a new ticketing kiosk. I can just as easily go the airport and shoot the kiosk — I don’t need the headaches of using the handout video. On the flip side, an architectural firm gave local reporters videotape of computer-generated concepts for a huge development project. The animation was expensive and well worth it. I used it and so did every other station in the market. It was the best — and really only — way to tell the story.
The latter example shows VNRs generate the most interest when they provide images not readily available. To me, that is the key factor. This should calm any ethical qualms for journalists and, practically, it’s the best use of the company or client’s dollars. This is also a good litmus test for PR professionals deciding whether VNRs are a good vehicle for their message.
Scott Sayres is a veteran, award-winning reporter for FOX 4 in Dallas. You can contact his with comments/questions at Scott.Sayres@foxtv.com.
Previously:
http://www.prsa.org/viewNews.cfm?pNewsID=486
http://www.prsa.org/viewNews.cfm?pNewsID=216
For further reading:
PRSA’s statement on the use of VNRs
http://media.prsa.org/article_display.cfm?article_id=392
Fuzzy picture for VNRs, SMTs
Both vehicles come under scrutiny, and Congress gets into the act (June 2005 PR Tactics)
http://www.prsa.org/_Publications/magazines/0605news.asp
FCC mulls expanding regulation for prepackaged news, PRSA calls for vigorous application of existing industrywide disclosure standards
http://media.prsa.org/article_display.cfm?article_id=481
PRSA’s 2005 President and CEO Judith T. Phair, APR, Fellow PRSA, to testify during Senate committee hearing on pending VNR legislation
http://media.prsa.org/article_display.cfm?article_id=443
Interview on “ABC World News Tonight”
PRSA President and CEO Judith T. Phair, APR, Fellow PRSA, was interviewed March 30, 2005, by “ABC World News Tonight with Peter Jennings” for a segment titled, “A Closer Look: Managing the News.” The segment focused on the Bush Administration's use of VNRs to promote their initiatives.
http://media.prsa.org/article_display.cfm?article_id=13
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