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While expensive compared to the cost of a traditional news releases they allow a sponsor to present their message without being filtered by journalistsA study published called [http://www. They are commonly used unedited by small regional television stations that have limited budgets for news production or are understaffedstateofthenewsmedia. While some stations have org/2007/ "The State of the News Media 2007"], a policy work of not using VNR'sthe "Project for Excellence in Journalism", public relations practitioners commonly cater for this by also providing two University professors and a series of clips designed former journalism doctoral student, says that "there is increasing pressure from advertisers to be used as stock footageintegrate ads in newscasts" [http://media.www.dailyemerald.com/media/storage/paper859/news/2007/07/18/News/Study.Finds.stealth.Ads.In.Newscasts-2924797.shtml]
On a October 2003 discussion panel on VNRs [[Laurence Moskowitz|Larry Moscowitz]], the founder and President of largest ==VNR producer Medialink, candidly said their use was widespread. "We determined prima facie and scientifically and electronically that every television station in America with a newscast has used and probably uses regularly this material from corporations and organizations that we provide as VNRs or B-Roll or other terminology we may use," he said. [http://www.wnyc.org/onthemedia/transcripts/transcripts_102403_news.html]fines==
Fellow panellist and former CBS correspondent Deborah PotterIn September 2007, who is director of the U.S. [[News LabFederal Communications Commission]] a Washingtonissued two notices of apparent liability, D.C. nonprofit dedicated announcing its intention to quality local television explained fine [[Comcast Corporation]] $4000 for each of its regional cable channel [[CN8, (TV Station)|CN8]]'s five undisclosed VNR broadcasts that stations were tempted to use VNRdocumented in the Center for Media and Democracy's because they made meeting filling program timeslots easy"Still Not the News" report [https://www. "They allow newsrooms to do less of their own work without fear of running out of material before the end of the hourprwatch. It's a concernorg/fakenews2/execsummary], and it ought to be for a concern, frankly, for viewers if much total of the material that they're starting to get on the news isn't news$20," she said000.[https://www.prwatch.org/node/6504]
The Center for Media and Democracy==Under viewers's Executive Director John Stauber disagreed. "The use of VNRs amounts radar==While expensive compared to systematic deception the cost of viewersa traditional news releases, both they allow a sponsor to present its message without being filtered by the hidden interested parties behind them, and journalists. They are commonly used unedited by small regional television stations that have limited budgets for news organizations with impure motives themselvesproduction or are understaffed. While some stations have a policy of not using VNRs," he said[[public relations]] practitioners commonly cater for this by also providing a series of clips designed to be used as stock footage.
Reporting on On a a September 2005 seminar October 2003 discussion panel on new mediaVNRs, ''Media Daily News'' noted that VNRs "which can look like regular news stories to the unaided eye--can be placed in local or national newscasts. On that panel was [[Laurence Moskowitz|Larry Moskowitz]], the president founder and CEO President of largest VNR producer [[Medialink Worldwide]], candidly said their use was widespread. "If there is news "We determined prima facie and scientifically and electronically that every television station in your brands America with a newscast has used and probably uses regularly this material from corporations and organizations that we'll find a way to put your brands in your news. In a sense, it's product placementprovide as VNRs or B-Roll or other terminology we may use, but it's earned a place on the shelf," Media Daily News reported" he said. [http://publicationswww.mediapostwnyc.comorg/index.cfm?fuseaction=Articlesonthemedia/transcripts/transcripts_102403_news.showArticleHomePage&art_aid=34517html]
While In March 2000, Candace White, marketing professor at the company likens VNRs as akin to University of Tennessee at Knoxville, co-authored a report with Mark D. Harmon for the traditional hard copy [[Public Relations Society of America]] titled "How video news release it acknowledges they releases are widely used in newsroomstelevision broadcasts. "Produced in broadcast news style" On the panel with Moscowitz and Potter, VNRs relay White said that the same self-interest that encourages news of a product launch, medical discovery, corporate merger event, timely feature or breaking news directly directors to television news decision-makers who may use VNRs dictates that the video and audio material in full or edited formis used responsibly. "I trust news producers to be able to weed out true news value; I give them credit for being able to recognize blatant sales pitches. Most major television stations in Our study found that the corporate videos were used the world now use VNRsleast, some on a regular basisand the ones about health and safety were used the most," Medialink states" she said.
Public relations firms Reporting on a September 2005 seminar on new media, ''Media Daily News'' noted that produce video VNRs "which can look like regular news releases (VNRs) aren't just targeting stories to the unaided eye--can be placed in local or national newsnewscasts." On that panel was Larry Moskowitz, writes Craig McGuire the president and CEO of PR WeekMedialink Worldwide. Increasingly, they"If there is news in your brands we're working ll find a way to place their videos on local and cable stations as well as websitesput your brands in your news. "Today VNRs are much more than just broadcast placement tools. They are being targeted to In a variety of audiences through web syndicationsense, strategic placements in broadcast, cable, and site-based media in retail outlets and hospitals," says Tim Bahr, managing director of MultiVuit's product placement, but it's earned a leading VNR producer. And some clients are opting for "guaranteed placementplace on the shelf," a relatively new trend in which PR firms and production houses pay media channels outright to carry what they call "branded journalism" ''Media Daily News'' reported." [http://wwwpublications.prweekmediapost.com/us/sectors/crisis/article/521853index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=34517]
"While the company likens VNRs as akin to the traditional hard copy news release, it acknowledges they are widely used in newsrooms. "Produced in broadcast news style, VNRs relay the news of a product launch, medical discovery, corporate merger event, timely feature or breaking news directly to television news decision-makers who may use the video and audio material in full or edited form. Most major television stations in the world now use VNRs, some on a regular basis," Medialink states. [[KEF Media Associates]] explains on its website that "VNRs deliver specific client messages within the credible editorial content of a newscast." [http://www.kefmedia.com] Public relations firms that produce video news releases (VNRs) aren't just targeting national news, writes Craig McGuire of ''PR Week''. Increasingly, they're working to place their videos on local and cable stations as well as websites. "Today VNRs are much more than just broadcast placement tools. They are being targeted to a variety of audiences through web syndication, strategic placements in broadcast, cable, and site-based media in retail outlets and hospitals," says Tim Bahr, managing director of MultiVu, a leading VNR producer. And some clients are opting for "guaranteed placement," a relatively new trend in which PR firms and production houses pay media channels outright to carry what they call "branded journalism." [http://www.prweek.com/us/sectors/crisis/article/521853] ==Production and distribution=="Working closely with clients, Medialink's team of highly experiencedbroadcast and network radio professionals instantly translates clients' messagesinto effective video or audio news stories. All aspects of production, includingscripting, editing, narration and sound bites of the news story are custom-builtand designed to reach specifically targeted audiences," [[" Medialink Worldwide]] states.
A 'tricks "If your VNR has one or two product mentions, tell the producer immediately, but gear the bulk of the trade' guide to VNRs in pitch toward why the piece is relevant now, what makes it newsworthy," the ''PR Week'' guide explained . [http://www.prweek.com/news/news_story.cfm?ID=199912"don't try to fool producers by acting as though your VNR is not being pitched for promotional purposes".site=1]
"If your By way of example, the guide pointed to a VNR has one or two product mentionsproduced by Medialink to promote Jennifer Lopez's perfume, tell the producer immediatelyGlow. The VNR, but gear the bulk concentrated on Lopez "as a Hispanic role model and one of the pitch toward why the piece is relevant now''People'' magazine's recently rated most beautiful people. The story aired on ''E!'', what makes it newsworthy''Good Day Live'', ''Extra''," the ''PR WeekVH1'' guide explained.[http://www.prweek.com/news/news_story, and even some Hispanic stations in Canada.cfm?ID=199912&site=1]"
By way The head of example, the guide pointed to a VNR produced by Medialink to promote Jennifer Lopez's perfume, Glow. The VNRproduction unit, concentrated on Lopez "as a Hispanic role model and one of People magazine's recently rated most beautiful people. The story aired on ''E!'', ''Good Day Live''Michelle Williams, told ''Extra'', ''VH1PR Week''"the viewer will take away something visual before they take away something audio. Instead of plugging a product by talking about it, and even some Hispanic stations showing it in Canadause." "
The head of Medialink== VNRs in the news==In a February 1992 cover article titled "Fake News" in ''s VNR production unit, Michelle Williams, told TV Guide'', David Lieberman took the media and PR Week'' "industry to task over the viewer will take away something visual before use of VNRs. He argued that if footage from VNRs was used in news it should be labelled so that viewers were aware of its origin. If not, he argued, media outlets risked undermining their own credibility if they "pretend out of pride that what they take away something audio. Instead broadcast is real news, instead of plugging a product by talking about labeling it, showing for what it in use"is."
== When VNRs became "There's a good chance that some of the news==they [the public] see will be fake. Not that it's necessarily inaccurate. Just that it was made to plug something else. And it's something the PR community has grown skillful at providing," he wrote.
In The original article generated a February 1992 cover article titled "Fake News" in largely dismissive response from the PR industry. ''TV Guide'O' David Lieberman took the media and Dwyers PR industry to task over the use of VNRServices Report's. He argued that if footage from VNR's was used in news it should be labelled so noted that viewers were aware the President of its origin. If notMedialink, he arguedLaurence Moskowitz, media outlets risked undermining their own credibility if they "pretend wrote to Lieberman complaining that his article "lapsed into tabloid journalism, distorting what was otherwise a well thought out report on the impact of pride video PR on TV news." Moskowitz took issue with the [[Fake news]] headline too for creating the impression that what they broadcast "the news has been faked or is real news, instead of labeling it not valid just because a TV producer relied on a VNR for what it isstory elements.""
""There's a good chance that some would not be any business pages in newspapers, no gossip columns in any magazines, no video of the news they [surface of the public] see will be fake. Not that it's necessarily inaccurate. Just that it was made to plug something else. And moon if it's something the were not for PR community has grown skillful at providingefforts," he " Moskowitz wrote.
The original article generated a largely dismissive response from the PR industry. However, ''O'Dwyers PR Services Report'' noted that reported in June 1992 the President of Medialink, [[Laurence MoskowitzPublic Relations Service Council]], wrote (PRSC) saw the need to Lieberman complaining that his article "lapsed into tabloid journalism, distorting what was otherwise assemble a well thought out report on committee to develop standards governing the impact level of video PR on TV newsdisclosure in VNRs." Later that year Moskowitz took issue with the [[Fake news]] headline too for creating the impression told a Medialink sponsored workshop that "the news has been faked or is not valid just because PRSC had adoped a TV producer relied on "Code of Good Practice" for VNR producers. "No VNR should tell a VNR for story elementslie," he said."
"There would not be any business pages in newspapers, no gossip columns in any magazines, no video of As for the surface possibility that VNRs touting drugs - accounting for many of those produced - may be regulated by the moon if [[U.S. Food and Drug Administration]], Moskowitz was reported stating that it were was an issue that "will go away." "VNRs are free speech. They are not for PR effortsforced down news director's throats," Moskowitz wrote" he said.
HoweverIn April 1993, ''O'Dwyers PR Services Report'' reported in June 1992 TV Guide once more returned to the Public Relations Service Council (PRSC) saw subject with an article titled "Fake News: All the need to assemble a committee to develop standards governing the level of disclosure in VNR's. Later PR that year Moskowitz told a Medialink sponsored workshop that the PRSC had adoped a "Code of Good Practice" for VNR producers. "No VNR should tell a lie," he saidNews Can Use."
As for == Bush White House defends VNRs==Following a March 2005 ''New York Times'' report on the possibility that use by government of VNRs touting drugs - accounting for many of those produced - may be regulated by the U.S. Food and Drug Administration Moskowitz , White House spokesman [[Scott McClellan]] was reported stating that it asked at a media briefing whether their use was an issue that "will go away""legal and legitimate .. "VNRs are free speech. They are not forced down news directorwithout disclaimers that they's throatsre government productions," he said.as long as they meet some standard of factual basis?"
In April 1993 TV Guide once more returned "First of all, we're talking about informational news releases. And the [[Department of Justice]] has issued an opinion saying that as long as this is factual information about department or agency programs, it is perfectly appropriate. There is a memorandum that we -- or the Department of Justice sent to agencies and departments last week expressing the subject with an article titled Fake News: All view of the Justice Department. And the PR informational news releases that you're referring to are something that News Can Use&quothad been in use for many years. It goes back to the early '90s, both in the private and public sectors;many federal agencies have used this for quite some time as an informational tool to provide factual information to the American people," he said. [http://www.whitehouse.gov/news/releases/2005/03/20050314-6.html]
==The White House defends VNRs=="And my understanding is that when these informational releases are sent out, that it's very clear to the TV stations where they are coming from. So that information, as I understand it, is disclosed. And the Justice Department opinion talks about the importance of making sure that it is factual information and not crossing the line into advocacy," he said.
Following a March President [[George W. Bush]] was asked at the [[American Society of Newspaper Editors]] Convention in April 2005 ''New York Times'' report on whether the use by government of VNRs, White House spokesman Scott McLellan and the funding of [[Armstrong Williams]] was asked at a media briefing whether their use was "legal and legitimate deceptive... without disclaimers that they"Yes, it's deceptive to the American people if it're government productionss not disclosed, as long as they meet some standard of factual basis?"" he said.
"First of all, we're talking about informational news releases. And After defending the Department use of Justice has issued an opinion saying that VNRs as long as this is factual information about department or agency programsbeing legal for government agencies, it is perfectly appropriate. There is a memorandum Bush echoed the PR industry view that we -- or the Department of Justice sent to agencies and departments last week expressing onus for disclosure was on the view of broadcasters not the Justice Departmentproducers. And the informational news releases that you"But it're referring to are something that had been in s incumbent upon people who use for many years. It goes back them to the early '90ssay, both in this news clip was produced by the private and public sectors; many federal agencies have used this for quite some time as an informational tool to provide factual information to the American peoplegovernment," " he said.[http://www.whitehouse.gov/news/releases/2005/0304/2005031420050414-64.html]
"And my understanding is A few days later Bush made it clear that when these informational releases are sent out, the government had no intention of ensuring each VNR was captioned so that it's very clear stations had no option but to disclose the TV stations where they are coming fromorigin of video material to viewers. ".. So that information, as I understand it, is disclosed. And the Justice Department opinion talks Local stations ought to - if there's a deep concern about the importance of making sure that it is factual information and not crossing the line into advocacy," he ought to tell their viewers what they're watching," Bush saidwhen asked if the government would ensure all VNR footage was identified. [http://www.onthemedia.org/transcripts/transcripts_031805_newshole.html]
Bush was asked at ==VNRs and TV Stations' bottom line==Why do local TV news stations use fake video news releases in place of real news? KEF Media Associates states on its website that the American Society of Newspaper Editors Convention in April 2005 whether "opportunity" for the use of VNR's VNRs has expanded due to financial pressure on news rooms. "Over the last decade, network and local market newscasts have been placed under increasing pressure to become profitable. This has led to significant cost cutting in newsrooms. Because many of the funding of Armstrong Williams was deceptive. "Yes, cuts have been among producers and technicians whose job it's deceptive is to fill the American people if it's not disclosednewscast time, demand has grown for news content supplied by outside sources," KEF explains. [http://kefmedia.com] On its website, VNR producer [[Gourvitz Communications]] states that that a "typical VNR costs around $18,000, and a B-Roll Package costs around $17," he said000." [http://www.gourvitzcommunications.com/services-video-news-releases.html]
After defending Marion Just and Tom Rosenstiel of the use of VNR's as being legal [[Project for Excellence in Journalism]] surveyed stations and found that the audience for government agencies he echosed TV news is shrinking, while "the PR industry view companies that own these stations have generally continued to expect high earnings, usually profit margins in excess of 40 percent. To meet those demands, most stations have added programming, usually without adding resources. ... We could see the onus for disclosure was effect on the air. From 1998 to 2002, a study of 33,911 television reports found, the percentage of 'feed' material from third-party sources rose to 23 percent of all reports from 14 percent. Meanwhile, the percentage of stories that included a local correspondent fell to 43 percent from 62 percent. Local broadcasters not are being asked to do more with less, and they have been forced to rely more on prepackaged news to take up the producersslack. "But itSo we don's incumbent upon people who use them t have to say, this search far to discover why the [[Bush administration]] has succeeded so well in getting its news releases on the air. The public companies that own TV stations are so intent on increasing their stock price and pleasing their shareholders that they are squeezing the news clip was produced by out of the federal government," he saidnews business. " [http://www.whitehousenytimes.govcom/news2005/releases03/200526/04opinion/20050414-426just.html?]
A few days later Bush made it clear that the government had no intention of ensuring each VNR was captioned so that stations had no option but to disclose the origin of video material to viewers. "...Local stations ought to - if thereSee John Stauber's a deep concern about thatMarch 14, ought to tell their viewers what they're watching2005," Bush said when asked if the government would ensure all VNR footage was identified.blog posting [httphttps://www.onthemediaprwatch.org/transcriptsnode/transcripts_031805_newshole3365 "WANTED: 250,000 Americans to Fight Fake News & Government Propaganda"] for more information.html]
You can sign the [http://www.freepress.net/action/petition.php?n=fakenews petition] urging Congress and the Federal Communications Commission First, try to toughen and enforce laws against "covert propaganda" and demand confirm that broadcasters come clean with viewers about using government-produced news. Join others the segment was, in your community to create "citizen agreements" with your local TV stations to stop fake news broadcasts.fact, a VNR:
== VNRs Record all identifying information about the segment: Who was the reporter? What was the subject matter? What date and time was it broadcast? Was there any mention of the origin of the corporate bottom line==segment or disclosure that it was a paid piece? What made you think it was a VNR?
Why do local TV news stations use fake video news releases in place of real news? [[KEF Media Associates]] states on its website Call the station that broadcast the "opportunity" for the use of suspected VNR's has expanded due and ask to speak to financial pressure on the Managing Editor of the news roomsdepartment. "Over If he or she doesn’t respond, then call back and ask to speak with the last decadestation manager. When you get someone in charge, network identify the segment clearly and local market newscasts have been placed under increasing pressure ask if the segment was a video news release. How did news segment originate? How did the reporter get the idea to become profitablecover that subject? Why was it covered the particular way it was (e. This has led to significant cost cutting in newsroomsg. Because many , promoting one product, or one side of the cuts have been among producers an issue only?) If they admit it was a commercially-produced VNR and technicians whose job that it is was broadcast without being identified as such, ask them to fill broadcast a notice or correction on TV letting their audience know the newscast time, demand has grown for segment was paid fake news content supplied by outside sources. If they refuse," KEF explainsnotify them that that is a reportable offense to the FCC. [http://kefmedia(Then report it -- see below for information on how to do this).com]
Marion Just If they say they got the segment pre-packaged from an affiliate, get the name of the affiliate and Tom Rosenstiel the name of the Project for Excellence in Journalism surveyed stations person who sent it, and found that pursue it there, moving up the audience for TV news department chain until you get someone who is shrinking, while "accountable. (Then ask them the companies that own these stations have generally continued same questions to expect high earnings, usually profit margins in excess try and nail down the origin of 40 percent. To meet those demands, most stations have added programming, usually without adding resources. ... We could see the effect on the airsegment). From 1998 If they refuse to 2002give you any information, notify them that broadcasting a study of 33fake news segment without identifying it as such,911 television reports foundor in return for compensation or other valuable consideration from a political or corporate entity, is a reportable offense to the percentage of 'feed' material from thirdFCC. (Then report it -party sources rose see below). ==Other steps you can take to 23 percent discourage the broadcast of all reports from 14 percent. MeanwhileVNRs in your area ==Assuming the segment in question is, in fact, an unattributed VNR, you could also write a letter to the percentage editor of stories that included a the local correspondent fell paper alerting the public to 43 percent from 62 percentthe fake news being broadcast on that station. Local broadcasters are being asked to do more with less Include information about what helped you identify it as fake, and they have been forced so others know how to rely more on prepackaged news spot them also. You could also contact a competing station to take up tell them about the slackstory (although they might not pursue it if their own house is not clean). So we don't have You could contact the local media reporter or a reporter at a local paper to search far initiate a story. You could also send a a letter to discover why the Bush administration has succeeded so well in getting its news releases on your congressional rep and senators complaining about the air. The public companies that own TV stations are so intent on increasing their stock price station’s action and pleasing their shareholders that they are squeezing asking them to refer the news out of matter to the news business."[http://www.nytimes.com/2005/03/26/opinion/26justFCC.html?]
See John Stauber==How to Report VNRs to the FCC==Go to [http://www.fcc.gov/ FCC.gov]. On the right side of the home page, under the column titled "Bureaus and Offices," click on "Enforcement." This takes you to the Enforcement Page. On the right side of the page, under "What We Do," click on "Broadcast Issues." On the next page, under "Information You Can Use," click on the fifth line down that says, "Payola and Sponsorship Identification." There you will find the sections of the Communications Act that require broadcasters to disclose whether broadcasted matter has been aired in exchange for money, services or other valuable consideration. The page contains a table listing enforcement actions that have been taken, with links to descriptions of those actions. Below the table are instructions about [http://www.fcc.gov/eb/broadcast/sponsid.html How to File a Complaint].You can also access information on how to file a complaint with the FCC by clicking [http://www.fcc.gov/eb/bccomplaints/compsponsid.html here]. ==FCC's March 14published notice to broadcasters about VNRs== Also, on April 15, 2005 blog posting ", the FCC published a reminder to broadcast licensees, cable operators and other of requirements applicable to video news releases. A PDF copy of that reminder is [http://wwwhraunfoss.prwatchfcc.orggov/nodeedocs_public/3365 WANTED: 250attachmatch/FCC-05-84A1.pdf here] (pdf). This document contains the sponsorship identification rules broadcasters must follow, and a statement by FCC Commissioner Michael J. Copps on the matter of VNRs, saying people in this country have a right to know where their news is coming from,000 Americans and reminding broadcasters that they have to Fight Fake News & Government Propaganda] for more informationdisclose government or corporate-generated "news" sources.
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Changed PRW URLs from HTTP to HTTPS
'''Video news releases''' or VNRs (VNRsalso referred to as [[fake TV news]]) are video clips that are segments designed to be indistinguishable from traditional independently-produced news clips reports that are distributed and are sometimes screened unedited by promoted to television newsrooms. TV stations without incorporate VNRs into their newscasts, rarely alerting viewers to the identification source of the original producers or sponsorsfootage. While government-funded VNRs have been most controversial, who most VNRs are commonly paid for by corporations, government agencies, or ; [[non -governmental organizationsorganization]]s also put out VNRs. [https://www.prwatch.org/fakenews/execsummary] [https://www.prwatch.org/fakenews2/execsummary]
==Getting under consumers radarReports==<divstyle="float:right;width:250px;margin:0 0 1em 1em">[[Image:NFN_TVremote.png]]</div>The [[Center for Media and Democracy]] released two multimedia reports on television stations' use of VNRs, based on 16 months of original research:*"[https://www.prwatch.org/fakenews/execsummary Fake TV News: Widespread and Undisclosed]" was released on April 6, 2006 and co-authored by Diane Farsetta and Daniel Price. It tracks 36 different VNRs, identifying [https://www.prwatch.org/fakenews/stationlist 77 TV stations] across the United States that aired the segments or related [[satellite media tours]].*"[https://www.prwatch.org/fakenews2/execsummary Still Not the News: Stations Overwhelmingly Fail to Disclose VNRs]" was released on November 14, 2006 and co-authored by Diane Farsetta and Daniel Price. It tracks 33 additional VNRs, identifying [https://www.prwatch.org/fakenews2/findings/TV_stations 46 TV stations] that incorporated the segments into their newscasts.
In March 2000 Candace Whitethe first notice, for CN8's broadcast of the Nelson's Rescue Sleep VNR [https://www.prwatch.org/fakenews2/vnr54], marketing professor at the University FCC said that the "extensive images and mentions of Tennessee at Knoxville cothe product" triggered the need for VNR disclosure. [http://fjallfoss.fcc.gov/edocs_public/attachmatch/DA-authored a report with Mark D07-4005A1. Harmon pdf] The second notice was for CN8's broadcast of the General Mills (Wheaties) [https://www.prwatch.org/fakenews2/vnr56], Trend Micro [Public Relations Society of Americahttps://www.prwatch.org/fakenews2/vnr59], Allstate [https://www.prwatch.org/fakenews2/vnr60] titled &quot;How video news releases are used in television broadcasts&quot;, and General Mills (Bisquick) [https://www. On prwatch.org/fakenews2/vnr61] VNRs. In it, the panel with Moscowitz and PotterFCC broadened its explanation for the need for VNR disclosure, White said saying that "the same self-interest that encourages news directors to use VNRs dictates that VNR itself was the material is used responsibly. &quot;I trust news producers to be able to weed out true news value; I give them credit for being able 'valuable consideration' provided to recognize blatant sales pitchesCN8. Our study found that " The second notice also faults CN8's broadcast of the corporate videos were used the leastfour VNRs, and saying their promotional content goes far beyond the ones about health and safety were used the most,&quot; she saidacceptable "fleeting or transient references to products or brand names." [http://fjallfoss.fcc.gov/edocs_public/attachmatch/DA-07-4075A1.pdf]
Fellow panellist and former CBS correspondent Deborah Potter, who is director of the [[Medialink WorldwideNews Lab]], one a Washington, D.C. nonprofit dedicated to quality local television, explained that stations were tempted to use VNRs because they made meeting filling program time slots easy. "They allow newsrooms to do less of their own work without fear of running out of material before the largest producers and distributors end of VNRsthe hour. It's a concern, states in its 2003 annual report that and it ought to be a&quot; VNR is a television news storyconcern, frankly, for viewers if much of the material that communicates an entitythey's public relations or corporate message. It is paidfor by re starting to get on the corporation or organization seeking to announce news and is deliveredwithout charge to the media.&quot; [http://ccbnisn't news," she said.tenkwizard.com/filing.php?repo=tenk&amp;ipage=2730069&amp;doc=1&amp;total=&amp;attach=ON&amp;TK=MDLK&amp;CK=0000812890&amp;FG=0&amp;CK2=812890&amp;FC=000000&amp;BK=FFFFFF&amp;SC=ON&amp;TC=FFFFFF&amp;TC1=FFFFFF&amp;TC2=FFFFFF&amp;LK=333399&amp;AL=333399&amp;VL=666635]
The [[KEF Center for Media Associatesand Democracy]] explains on its website that &quot;'s Executive Director [[John Stauber]] disagreed. "The use of VNRs deliver specific client messages within amounts to systematic deception of viewers, both by the credible editorial content of a newscast&quot;. [http://wwwhidden interested parties behind them, and by news organizations with impure motives themselves," he said.kefmedia.com]
Medialink Worldwide, one of the largest producers and distributors of VNRs, states in its 2003 annual report that a "VNR is a television news story that communicates an entity's public relations or corporate message. It is paid for by the corporation or organization seeking to announce news and is delivered without charge to the media." [http://ccbn.tenkwizard.com/filing.php?repo=tenk&ipage=2730069&doc=1&total=&attach=How VNRs are produced and distributedON&TK=MDLK&CK=0000812890&FG=0&CK2=812890&FC=000000&BK=FFFFFF&SC=ON&TC=FFFFFF&TC1=FFFFFF&TC2=FFFFFF&LK=333399&AL=333399&VL=666635]
==Hustling VNRs==
A 'tricks of the trade' guide to VNRs in ''PR Week'' explained "don't try to fool producers by acting as though your VNR is not being pitched for promotional purposes."
==Campaign What to end fake newsdo if you encounter Fake News on your local TV station==What should you do if you see or hear what you believe to be a Video News Release?
==General Accountability Office reports==
*[httphttps://www.sourcewatch.org/index.php?title=Image:GAODrugPolicyVNR.pdf Download GAO report on Office of National Drug Control Policy VNRs] - (136 kb PDF file).*[httphttps://www.sourcewatch.org/index.php?title=Image:GAOMedicareVNR.pdf Download GAO report on VNRs touting the Medicare law] - (120 kb PDF file).
==Case studies==
*[[Video news releaseshttps: Selling changes to U//www.Sprwatch. Medicare]org/books/tsigfy10.html How PR Sold the War in the Persian Gulf]
*[[Video news releases: No Child Left Behind]]
*[[Video news releases: Office of National Drug Control Policy]]
*[http[Video news releases://www.prwatch.org/books/tsigfy10.html How PR Sold the War in the Persian GulfPolicies of media outlets]]
*[[Video news releases: PR for California's Schwarzenegger administration]]
*[[Video news releases: Policies of media outletsSelling changes to U.S. Medicare]]
==Companies PR firms that produce and/or distribute VNR's VNRs and B-roll==*[[APTN Corporate Services]]
*[[D S Simon Productions]]
*[[DWJ]]
*[[Hausman &amp; Schott]]*[[Jeffrey Markowitz Productions]]
*[[KEF Media Associates]]
*[[Manning Productions]]
*[[MAX World News]]
*[[MediaHitman]]
*[[Medialink Worldwide]]
*[[MultiVu]]
*[[News Broadcast Network]]
*[[NovoMedia]]
*[[Running Pony Productions]]
*[[The NewsMarket]]
*[[TVA Productions]]
*[[VMS]]
*[[VNR-1 Communications]]
*[[Running Pony ProductionsWestGlen Communications]]*[[West Glen CommunicationsWorld Television]]
==Websites Public websites with VNRs available for public viewing==*The U.S. military maintains DVIDS, an online &quot;[http://www.dvidshub.net "Digital Video &amp; Imagery Distribution System"]&quot; that features video and other public relations materials regarding its operations in [[Iraq]], [[Afghanistan]], Kuwait and Qatar.
*[http://newspath.cbs.com/ CBS Newspath Navigator] provides a list of available video feeds to CBS station affiliates, with descriptions of the stories and footage. Video itself is not available from this site. Some of the video spots are actual news, and others are fairly obvious PR (particularly in the entertainment and medical sections).
*[http://www.thenewsmarket.com/ The NewsMarket] is a private clearinghouse for VNRs and B-roll, featuring offerings from corporate, government and nonprofit VNR sponsors.
*The [[U.S. [[Department of Agriculture]]'s [http://www.usda.gov/agency/oc/bmtc/home.htm Office of Broadcasting Services]*The U.S. [[State Department]]'s [http://video.state.gov/ video and audio news] page
*The U.S. House Committee on Government Reform Minority Office (Democratic members) have an ongoing special investigation into [http://www.democrats.reform.house.gov/investigations.asp?Issue=Administration+Use+of+Propaganda Bush administration use of propaganda], with some government-produced VNRs found to be [[Covert propaganda|covert propaganda]] posted on their website.
*Associated Press Television News' [http://www.aptnmoneytalk.com/80256C68006035D7/(httpCSPages)/040339A436C406A080256CB1005D2626?OpenDocument Global Video Wire].*[http://www.prnewswire.com/ma/ma/ma_media?last_item_found=0&amp;page_num=1&amp;page_size=20&amp;media_code=VID&amp;num_of_pages=0 PR Newswires VNR'sVNRs].
In addition, the websites of local television stations often post VNRs (though not identified as such) that they've aired recently.
* [http://www.newstream.com Newstream.com] provides news releases distributed by MediaLink, one of the largest distributors of video, audio and print news releases.* [[VMS]] is a commercial service. For a fee, it tracks and provides copies of VNRs appearing in the news to its corporate clients.
==SourceWatch Resourcesresources==
*[[Audio news releases]]
*[[B-Roll]]
*[[Brand Hype]]
*[[Branded Entertainment]]
*[[Covert propaganda]]
*[[Fake TV news]]
*[[Federal Communications Commission]], the FCC
*[[infomercial]]
*[[Media releases]]
*[[Satellite Media ToursNational Association of Broadcast Communicators]]
*[[Radio Media Tours]]
*[[Public Service Announcements]]
*[[Video news releases: PR for California's Schwarzenegger administrationSatellite Media Tours]]*[[Covert propaganda]]===People===*[[infomercialBarbara Cochran]]
*[[Karen Ryan]]
==Links to evidence to US U.S. Senate Commerce Committee hearing on VNRs==*&quot;[http://commerce.senate.gov/archive.vnr051205.ram Archive Archived video of entires entire hearing]&quot;, : "[[U.S. Senate ]] Committee on Commerce, Science &amp; Transportation, May 12, 2005.:*[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&amp;wit_id=3969 Testimony ] of U.S. Senator [[Daniel K. Inouye ]], Committee Co-Chairman (D-HI)]&quot;, U.S. Senate Committee on Commerce, Science &amp; Transportation, May 12, 2005. :*Jonathan S. Adelstein, &quot;[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&amp;wit_id=2157 Statement ] of [[Jonathan S. Adelstein ]], Commissioner, [[Federal Communications Commission]&quot;], U.S. Senate Committee on Commerce, Science &amp; Transportation, May 12, 2005. :*&quot;[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&amp;wit_id=4122 The Testimony ] of Mr. [[Austin Schlick ]], Acting General Counsel, Federal Communications Commission]&quot;, U.S. Senate Committee on Commerce, Science &amp; Transportation, May 12, 2005. :*&quot;[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&amp;wit_id=4262 The Testimony ] of Ms. [[Susan Poling ]], Managing Associate General Counsel, [[Government Accountability Office]&quot;], U.S. Senate Committee on Commerce, Science &amp; Transportation, May 12, 2005. :*&quot;[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&amp;wit_id=4263 The Testimony ] of Ms. [[Barbara Cochran ]], President, [[Radio-Television News Directors Association]&quot;], U.S. Senate Committee on Commerce, Science &amp; Transportation, May 12, 2005. :*&quot;[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&amp;wit_id=4264 The Testimony ] of Mr. [[Doug Simon|Douglas Simon ]], President &amp; CEO, D S Simon Productions Inc.]&quot;, U.S. Senate Committee on Commerce, Science &amp; Transportation, May 12, 2005. :*&quot;[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&amp;wit_id=4265 The Testimony ] of Ms. [[Judith T. Phair|Judith Turner Phair ]], President &amp; CEO, [[Public Relations Society of America]&quot;], U.S. Senate Committee on Commerce, Science &amp; Transportation, May 12, 2005. ==External links=====References===<references/>
===[[video Video news releases: External Links|Articles]]===A comprehensive listing of articles on VNRs and the debate over their use can be found at [[Video news releases: External Links]]==.
[[Category:Fake News]][[Category:Media]]
