|dc.contributor.author||Sokolowski, Colin J.||
|dc.description.abstract||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
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.||en_US
|dc.publisher||University of Wisconsin-Stevens Point, College of Fine Arts and Communication||en_US
|dc.title||Video News Releases: Production, Usage, Criteria||en_US