How to incorporate video into media relations outreach.

1. Production to Promotion
the making of an award-winning VNR
Presented April 8, 2010 for PRSA - Central Ohio Chapter

2. VNR v. MCP
What is a Video News Release (VNR):
A videotaped news story produced by an organization and distributed to television
newsrooms.VNRs are particularly useful at times of crisis or when an organization has an
angle based on unusualness or human interest. VNRs may be accompanied by B-roll footage.
What is a Multimedia Content Package (MCP):
A package of media content that typically includes a VNR, B-roll,
soundbites, still photos, TV/web scripts, and an audio news release
(ANR). MediaSource launched the MCP concept in 2008.
www.msmediacenter.tv

3. What to Consider
Consider a VNR When:
•Your story is visual
•You are seeking television coverage
•You have something to offer TV stations that
they can’t get on their own
•You want to have more control over the
message
•There is a chance your client’s name/
participation could get stripped from a story
•You want to extend the life of a story and/or
repurpose the media coverage

4. What it Takes
What You Need to Produce a Successful VNR:
•A great visual story
•Client cooperation and participation - ACCESS
•A news hook that appeals to local/regional/national
audiences (depending on client goals)
•A VNR produced/shot/edited in news style
•Strong relationships with media contact nationwide
•http://msmediacenter.tv/story.php?id=23

5. Show and Tell
Case Study:
Nationwide Children’s Hospital
1st Study - Gymnastics Lands Thousands in ER
Story released: April 2008
Scenario:
•Despite the beauty, agility and grace typically associated with gymnastics, a new study
conducted at Nationwide Children’s Hospital found children are getting injured at an alarming
rate.
•Researchers used this study to push for changes, including a national set of guidelines for
coaches, spotters and gymnasts.
•The client’s objective was coverage by national and local television news and Internet
coverage on major news sites.

6. The VNR
The Solution:
A multimedia content package (MCP) that included a VNR.

7. Making it Work
Timely:
•Timed the release with the publication of the study in the April issue of the journal
Pediatrics.
• As we pitched, we pointed out that children often try to imitate the elite gymnasts they
see on television. Injury rates spike during Olympic years, and the 2008 Summer Games
were coming up.
Target:
•Our audience was health news consumers: those using the Internet and watching local and
national TV news.
•We targeted women because they are interested in health news and make the majority of
health care and sports activity decisions for their families.
Budget:
•The cost of executing this VNR was $12,333, which included video production, pitching and
tracking media results for 13 weeks.

8. TV Results
Results:
•MediaSource acquired 334 total airings, including NBC’s Today Show, by distributing just 65
tapes.
•Approximate Audience: 10.6 million
•Approximate Ad Value: $333,214 (27 times the client’s investment)

9. Results Beyond TV
Why an MCP and Not Just a VNR:
•Reach more media outlets
•Web Coverage - Reports, including streaming video, appeared on at least 70 websites
including major news sites like Reuters.com, USNews.com, Time.com, WashingtonPost.com,
NYT.com and msnbc.msn.com.
Text

10. Contact Us
MediaSource
1800 W. 5th Ave., Columbus, OH 43212
614-932-9950
www.mediasourcetv.com
Twitter: @mediasourcetv
Facebook: MediaSourceTV
Kristyn Wilson, Director of Media Relations
1800 W. 5th Ave., Columbus, OH 43212
614-932-9950
www.mediasourcetv.com
kwilson@mediasourcetv.com
Twitter: @oukristyn
LinkedIn: Kristyn Bailey Wilson