Video News Release
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A VNR is a video news release created by PR firms to look like a news segment for television stations to use. VNRs are highly technical and costly to produce but provide graphics and flexibility for stations. They can reach large audiences of 2-3 million when aired by the numerous stations that regularly use VNRs. An effective VNR may get 40-50 airings. They must include full attribution and disclosure of sponsorship to meet ethics standards. VNRs are a popular growing medium but competition will intensify as stations receive more.
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Motion media refers to visual media that gives the appearance of movement, such as videos, animations, and films. It combines elements like graphics, footage, audio, text, and interactivity. Motion media has various applications for personal, social media, and commercial uses by media companies. It allows for communicating messages to large audiences simultaneously through television or online. Formats include videos, films, animations, documentaries, and interactive videos. Motion media makes use of techniques like speed, direction, timing, transitions, sound, and color to convey meaning through movement.
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Video News Release
- 1. M I C H E L L E V E G L I A N T E B R I G I T T E G A U S C H E Video News Releases (VNRs)
- 2. Video News Releases A VNR is a video segment made by a PR firm that is formatted like a news segment. Formatted for immediate use by TV personnel VNRs are a highly technical and costly process Good Graphics are a must! Submitted via satellite Has the advantage of being used by numerous stations on a regional, national, or global level
- 3. Uses of VNR’s In Public Relations Competition is very intense A well done VNR can get 40 to 50 airings with an audience of 2 to 3 million people. Every television station uses VNRs “We determined prima facie and scientifically and electronically that every TV station in America has used and probably uses regularly this material from corporations and organizations that we provide as VNRs, or B-roll.” -Larry Moskowitz President of Medialink
- 4. Format A VNR package usually includes the following: 90 second news report- • Use split audio- 2 separate tracks: one for sound bites/announcer speaking and one for natural sound. • Provides television directors with flexibility 2-3 minutes of B-roll- extra footage • video without narration, background pictures, extra interviews, sound bites, or file footage • Provides television directors with flexibility Clear identification of video source A script, spokespeople information, media contacts, background information all submitted electronically
- 5. Production The Process of producing a VNR is very technical VNRs are usually outsourced production Tips to produce a VNR with TV news directors in mind Maximum flexibility in editing Keep news footage in mind Never impose your written information on the videotape Never use a stand-up reporter Provide a local angle Top notch graphics and animation
- 6. Video News Release Example Saturn Gives Children 'Pictures of Hope’ http://inr.mediaseed.tv/GM_35919/
- 7. Ethics of VNR’s Must source attribution! FCC cracked down on TV stations not crediting their VNRs New standard was produced by PRSA and NABC “All prepackaged materials should contain a complete disclosure of the sources of information, the transparent identification of individuals or organizations who paid for, sponsored or initiated the production of the materials, and an explicit revelation of interests/points of view represented in the materials.”
- 8. Hope For The Future VNRs are a popular and growing medium for public relations VNRs are used by almost 90% of newscasts on television Stations receive so many VNRs which results in clutter –This will lead to intense competition in the future by firms trying to get their VNRs aired on news stations.