Top >> PR_Tips__Hints A Guide To VNRs Published Jul 01 What exactly is a Video News Release (VNR)? When is a VNR the best way to get your message to the media? How much do they cost? Do TV newsrooms actually use them? To someone who has never used a VNR, these questions, and many others, often mean the whole issue is put into the "Too Hard" basket. However, in some situations, a VNR can generate invaluable coverage. We've taken a look at some of the options available in Australia, and when a VNR could be considered, to help you out. What is a VNR? It stands for Video News Release and it can provide invaluable reference, interviews, and background footage for a TV newsroom. Generally, it provides reference material on a company with a particular service or product that generates excellent visual imagery. It can be particularly useful in industries where products can be very complex and detailed, requiring lots of explanation, and third party comment can be provided. Examples of situations where a VNR can be useful include: Medical footage Aerial shots Overseas footage Interviews with experts Any footage that’s hard to ‘make happen’ impromptu When is a VNR a better option than a standard press release or announcement? While a VNR may not always be appropriate, there are occasions when it is worth considering. In particular, if you have a product or service that requires detailed description or expert opinion, and has a significant visual element, a VNR can be the best way of providing that information, in a format that can be broadcast directly by the newsroom. An example is the launch of a new mechanical heart, where a VNR can be created with interviews with the inventor/s, doctors, patients and families, and diagrams and description of how the new heart works. What do I need to consider when making a VNR? There are two main ‘stages’ to VNRs - the production, and the distribution. For example, will your VNR provide background material and information for a newsroom that is not time-sensitive, or will it be about something that has happened that day which needs to be with the newsroom the same evening? Do you want to distribute the VNR to your contacts, and make your own phone calls, or can it just be sent out en masse? Some PR or advertising agencies have their own video production facilities. However, there are organisations that specialise in producing VNRs, including Medialink and the appropriately named VnR. Alternatively, an independent video production company could produce one if you are able to detail exactly what you require, and distribute it yourself. How much does a VNR cost? Obviously, costs will vary depending on how much footage you require, how long it will take to shoot, how much travelling is involved etc. As a rough guide, here are some quotes, for a hypothetical job involving 1 day’s shooting, distribution to the appropriate newsrooms, and post-production, for a story that is not time sensitive. Do newsroom actually use VNRs? Good question. A survey of newsrooms in the States indicated that almost every producer said that they would never use VNRs. Is it true? Watch the news closely and you can begin to pick out the footage that was most likely sent as part of a VNR. In fact, this is a good way of learning what kind of information would be best sent in a VNR. In the end, it’s the same rule as a press release. If it’s newsworthy, interesting, and relevant to their audience, then chances are it will get used. Also, if it’s a slow news day then your VNR could provide a welcome story. If not - you’ve wasted your time and money. How can I help the chances of my VNR being used? As with press releases, timing is everything - try not to release your VNR on the same day as the government budget, for example. On the other hand, if something is scheduled for that day that you can hook your VNR onto, this may help your chances. Don’t try to prepare a complete “news story”. Each newsroom will want to edit and tailor the story. They know that you have sent the same VNR to every other newsroom, and they won’t want to have exactly the same footage show on their news. Give them enough footage to create their own story. Provide individual networks with information and footage that suits their audience - for example, SBS may like an interview with an ethnic spokesperson. To summarise: VNRs are an expensive option if they are not used. However, if they do get you on prime time news then they can be considered inexpensive Specific expertise is vital - in both production and distribution. You have to get both right if you are going to have a chance of breaking through.

PR Influences Australian Public Relations Newsletter. Article: Video News Release (VNR) Use Guide in Public Relations. Information Content: Tips & Hints