To V(NR) or not to V(NR)
June 2, 2003
By Al Rothstein
As you contemplate the Video News Release to tell your story to
media outlets, it is important to keep in mind several points. If
you are not familiar with VNRs, they are press releases on video that
resemble news stories and delivered to targeted broadcast
outlets.
The Image of the VNR
Some VNRs have excellent content, while others are considered fillers
by media representatives. VNRs are thought of by many news
organizations as the press releases that they are - not really news
most of the time, but having the potential for it. This means they
are looked upon with some cynicism.
VNRs can be expensive. Some cost thousands of dollars to produce.
To find out the success of your VNR, you must have a reliable
measuring stick that tells you how many stations broadcast it. Some
VNR producing companies provide that information. You may prefer to
have a separate means of measurement for comparison.
Advantage
VNRs are efficient, provide visuals, and may encourage your story to
be broadcast because it is easy for the media outlet.
The VNRs that have good success offer timely, "real" news, such as
product recalls. Producing a VNR for an event, media campaign or
feature story may not work as well.
Alternative
The best alternative to VNRs? Good old fashioned story idea pitching,
contacting your targeted media and telling reporters, producers, or
assignment editors how your story affects the public. In fact, VNRs
can be considered as a part of an overall pitching strategy, if the
story angle fits.
Al's advice:
- VNRs are looked upon by media outlets with some cynicism.
- Remember that good VNRs can be expensive. Some, though are worth it.
- Use a reliable measuring stick to get results.
- An advantage - VNRs can encourage a newsroom to broadcast your story.
- Consider whether your topic is worthy of a VNR.
Al Rothstein is a media trainer and consultant with Al
Rothstein Media Services,
Inc. For information, call (800) 453-6352, mediabrain@rothsteinmedia.
com.
Visit our web site at www.rothsteinmedia.com.
