Video News Release - Business Production of VNRs in The U.S.

Business Production of VNRs in The U.S.

VNRs have been used extensively in business since at least the early 1980s. Corporations such as Microsoft and Philip Morris, and the pharmaceutical industry generally, have all made use of the technique.

According to the trade-group Public Relations Society of America, a VNR is the video equivalent of a press release. and presents a client's case in an attractive, informative format. The VNR placement agency seeks to garner media attention for the client's products, services, brands or other marketing goals. The VNR affords local TV stations free broadcast quality materials for use in reports offered by such stations.

Public Relations agencies have their video tapes encoded allowing very accurate tracking of where such video is used. (see: SIGMA (verification service) for additional information).

One critic of the VNR technique, John Stauber, an observer and critic of the Public Relations business says, "These fellows are whistling past the graveyard, assuring themselves that this all is no big deal. There was no hint of shame, certainly no apologizing, just apparent disdain for having their business practices dissected on the front page of the New York Times. They are proud of their work."

• The New York Times reported in March 2005 that "In all, at least 20 federal agencies, including the Defense Department and the Census Bureau, have made and distributed hundreds of television news segments in the past four years, records and interviews show. Many were subsequently broadcast on local stations across the country without any acknowledgement of the government's role in their production."

• A VNR financed by the Department of Health and Human Services was aired on a number of local news programs around the country, as conventional journalism when in fact, it was produced to promote the new Medicare plan. The creation of the Karen Ryan video, named so because of the on-screen "reporter," was ruled in May 2004 to be in violation of federal law by the General Accounting Office (GAO), the investigative arm of the U.S. government.

• In September, 2005, the GAO concluded that the Department of Education had violated the law when it distributed a similar video news release using Karen Ryan as a "reporter" touting the No Child Left Behind program of the Bush administration. In May 2003 the Department had hired the Ketchum public relations firm; the contract specified, among other things, that the firm create "audio products, videos and some print materials that present clear, coherent, targeted messages regarding ED’s programs and that relate to the Department’s legislative initiatives".

• A website of the Census Bureau informs visitors: "U.S. Census Bureau Video News Feeds are available for creation of state-specific news reports. Targeted comments are provided by Census Bureau Redistricting Data Office Chief, Marshall Turner. Companion notification material includes references to websites for the newly released information. Please contact...Homefront Communications for hardcopies on Betacam SP and faxed/email notification copy."