Video News Releases: Production, Usage, Criteria
Sokolowski, Colin J.
University of Wisconsin-Stevens Point, College of Fine Arts and Communication
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As public relations firms attempt to tap the great wealth of exposure television news provides, the video news release (VNR) has recently emerged as a new attempt at publicity seeking. This study examines how VNRs are intended to be used and how VNRs are actually used. By using a descriptive interview survey, this study focuses on three of 1992's top U.S. money-making VNR producers. It reveals these producers' expectations and motives for their VNRs. It also provides insights into the producers' perception of how their VNRs are being used by broadcast television news stations. In addition, this study also focuses on network-affiliated television news stations in three different-sized Wisconsin markets. These findings reveal how nine news stations reportedly use VNRs. It also provides insights into the assignment editors' perception of VNR producers' expectations and motives. In answering the survey questions. the VNR producers and the assignment editors reveal their newsworthiness criteria. These responses are compared and contrasted with earlier news criteria research provided by Edward Jay Epstein and Michael J. Robinson. By examining the VNR producers and Wisconsin television news stations. this study of VNR production, usage and criteria compares two groups involved in directing the future of VNRs.