Difference between revisions of "Video news releases"
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'''Video news releases''' (VNRs) are video clips that are indistinguishable from traditional news clips and are sometimes screened unedited by television stations without the identification of the original producers or sponsors, who are commonly corporations, government agencies, or non governmental organizations. | '''Video news releases''' (VNRs) are video clips that are indistinguishable from traditional news clips and are sometimes screened unedited by television stations without the identification of the original producers or sponsors, who are commonly corporations, government agencies, or non governmental organizations. | ||
| − | [[Medialink Worldwide]], one of the largest producers and distributors of VNRs, states in its 2003 annual report that a | + | [[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 | 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 | for by the corporation or organization seeking to announce news and is delivered | ||
| − | without charge to the media. | + | without charge to the media." [http://ccbn.tenkwizard.com/filing.php?repo=tenk&ipage=2730069&doc=1&total=&attach=ON&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] |
| − | While the company likens VNRs as akin to the traditional hard copy news release it acknowledges they are widely used in newsrooms. | + | 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 | + | [[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] |
==How VNRs are produced and distributed== | ==How VNRs are produced and distributed== | ||
| − | + | "Working closely with clients, Medialink's team of highly experienced | |
broadcast and network radio professionals instantly translates clients' messages | broadcast and network radio professionals instantly translates clients' messages | ||
into effective video or audio news stories. All aspects of production, including | into effective video or audio news stories. All aspects of production, including | ||
scripting, editing, narration and sound bites of the news story are custom-built | scripting, editing, narration and sound bites of the news story are custom-built | ||
| − | and designed to reach specifically targeted audiences, | + | and designed to reach specifically targeted audiences," [[Medialink Worldwide]] states. |
==Getting under consumers radar== | ==Getting under consumers radar== | ||
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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 journalists. They are commonly used unedited by small regional television stations that have limited budgets for news production or are understaffed. While some stations have a policy of not using VNR's, public relations practitioners commonly cater for this by also providing a series of clips designed to be used as stock footage. | While expensive compared to the cost of a traditional news releases they allow a sponsor to present their message without being filtered by journalists. They are commonly used unedited by small regional television stations that have limited budgets for news production or are understaffed. While some stations have a policy of not using VNR's, public relations practitioners commonly cater for this by also providing a series of clips designed to be used as stock footage. | ||
| − | 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. | + | 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] |
| − | Fellow panellist and former CBS correspondent Deborah Potter, who is director of the [[News Lab]] a Washington, D.C. nonprofit dedicated to quality local television explained that stations were tempted to use VNR's because they made meeting filling program timeslots easy. | + | Fellow panellist and former CBS correspondent Deborah Potter, who is director of the [[News Lab]] a Washington, D.C. nonprofit dedicated to quality local television explained that stations were tempted to use VNR's because they made meeting filling program timeslots easy. "They allow newsrooms to do less of their own work without fear of running out of material before the end of the hour. It's a concern, and it ought to be a concern, frankly, for viewers if much of the material that they're starting to get on the news isn't news," she said. |
| − | In March 2000 Candace White, marketing professor at the University of Tennessee at Knoxville co-authored a report with Mark D. Harmon for the [[Public Relations Society of America]] titled | + | In March 2000 Candace White, marketing professor at the University of Tennessee at Knoxville co-authored a report with Mark D. Harmon for the [[Public Relations Society of America]] titled "How video news releases are used in television broadcasts". On the panel with Moscowitz and Potter, White said that the same self-interest that encourages news directors to use VNRs dictates that the material is 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. Our study found that the corporate videos were used the least, and the ones about health and safety were used the most," she said. |
| − | The Center for Media and Democracy's Executive Director John Stauber disagreed. | + | The Center for Media and Democracy's Executive Director John Stauber disagreed. "The use of VNRs amounts to systematic deception of viewers, both by the hidden interested parties behind them, and by news organizations with impure motives themselves," he said. |
==Hustling VNRs== | ==Hustling VNRs== | ||
| − | A 'tricks of the trade' guide to VNRs in ''PR Week'' explained | + | 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". |
| − | + | "If your VNR has one or two product mentions, tell the producer immediately, but gear the bulk of the 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&site=1] | |
| − | By way of example, the guide pointed to a VNR produced by [[MediaLink]] to promote Jennifer Lopez's perfume, Glow. The VNR, concentrated on Lopez | + | By way of example, the guide pointed to a VNR produced by [[MediaLink]] to promote Jennifer Lopez's perfume, Glow. The VNR, 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'', ''Extra'', ''VH1'', and even some Hispanic stations in Canada." |
| − | The head of Medialink's VNR production unit, Michelle Williams, told ''PR Week'' | + | The head of Medialink's VNR production unit, Michelle Williams, told ''PR Week'' "the viewer will take away something visual before they take away something audio. Instead of plugging a product by talking about it, showing it in use". |
== When VNRs became the news== | == When VNRs became the news== | ||
| − | In a February 1992 cover article titled | + | In a February 1992 cover article titled "Fake News" in ''TV Guide'' David Lieberman took the media and PR industry to task over the use of VNR's. He argued that if footage from VNR's 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 broadcast is real news, instead of labeling it for what it is." |
| − | + | "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. | |
| − | The original article generated a largely dismissive response from the PR industry. ''O'Dwyers PR Services Report'' noted that the President of [[Medialink]], [[Laurence Moskowitz]], wrote to Lieberman complaining that his article | + | The original article generated a largely dismissive response from the PR industry. ''O'Dwyers PR Services Report'' noted that the President of [[Medialink]], [[Laurence Moskowitz]], wrote to Lieberman complaining that his article "lapsed into tabloid journalism, distorting what was otherwise a well thought out report on the impact of video PR on TV news." Moskowitz took issue with the [[Fake news]] headline too for creating the impression that "the news has been faked or is not valid just because a TV producer relied on a VNR for story elements." |
| − | + | "There would not be any business pages in newspapers, no gossip columns in any magazines, no video of the surface of the moon if it were not for PR efforts," Moskowitz wrote. | |
| − | However, ''O'Dwyers PR Services Report'' reported in June 1992 the Public Relations Service Council (PRSC) saw the need to assemble a committee to develop standards governing the level of disclosure in VNR's. Later that year Mokowititz told a Medialink sponsored workshop that the PRSC had adoped a | + | However, ''O'Dwyers PR Services Report'' reported in June 1992 the Public Relations Service Council (PRSC) saw the need to assemble a committee to develop standards governing the level of disclosure in VNR's. Later that year Mokowititz 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 said. |
| − | As for the possibility that VNRs touting drugs - accounting for many of those produced - may be regulated by the U.S. Food and Drug Administration Moskowitz was reported stating that it was an issue that | + | As for the possibility that VNRs touting drugs - accounting for many of those produced - may be regulated by the U.S. Food and Drug Administration Moskowitz was reported stating that it was an issue that "will go away". "VNRs are free speech. They are not forced down news director's throats," he said. |
| − | In April 1993 TV Guide once more returned to the subject with an article titled Fake News: All the PR that News Can Use | + | In April 1993 TV Guide once more returned to the subject with an article titled Fake News: All the PR that News Can Use". |
==The White House defends VNRs== | ==The White House defends VNRs== | ||
| − | Following a March 2005 ''New York Times'' report on the use by government of VNRs, White House spokesman Scott McLellan was asked at a media briefing whether their use was | + | Following a March 2005 ''New York Times'' report on the use by government of VNRs, White House spokesman Scott McLellan was asked at a media briefing whether their use was "legal and legitimate ... without disclaimers that they're government productions, as long as they meet some standard of factual basis?" |
| − | + | "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 view of the Justice Department. And the informational news releases that you're referring to are something that had 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] | |
| − | + | "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. | |
| − | Bush was asked at the American Society of Newspaper Editors Convention in April 2005 whether the use of VNR's and the funding of Armstrong Williams was deceptive. | + | Bush was asked at the American Society of Newspaper Editors Convention in April 2005 whether the use of VNR's and the funding of Armstrong Williams was deceptive. "Yes, it's deceptive to the American people if it's not disclosed," he said. |
| − | After defending the use of VNR's as being legal for government agencies he echosed the PR industry view that the onus for disclosure was on the broadcasters not the producers. | + | After defending the use of VNR's as being legal for government agencies he echosed the PR industry view that the onus for disclosure was on the broadcasters not the producers. "But it's incumbent upon people who use them to say, this news clip was produced by the federal government," he said. [http://www.whitehouse.gov/news/releases/2005/04/20050414-4.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. | + | 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 there's a deep concern about that, ought to tell their viewers what they're watching," Bush said when asked if the government would ensure all VNR footage was identified.[http://www.onthemedia.org/transcripts/transcripts_031805_newshole.html] |
==Campaign to end fake news== | ==Campaign to end fake news== | ||
| − | You can sign the [http://www.freepress.net/action/petition.php?n=fakenews petition] urging Congress and the Federal Communications Commission to toughen and enforce laws against | + | You can sign the [http://www.freepress.net/action/petition.php?n=fakenews petition] urging Congress and the Federal Communications Commission to toughen and enforce laws against "covert propaganda" and demand that broadcasters come clean with viewers about using government-produced news. Join others in your community to create "citizen agreements" with your local TV stations to stop fake news broadcasts. |
== VNRs and the corporate bottom line== | == VNRs and the corporate bottom line== | ||
| − | Why do local TV news stations use fake video news releases in please of real news? [[KEF Media Associates]] states on its website that the | + | Why do local TV news stations use fake video news releases in please of real news? [[KEF Media Associates]] states on its website that the "opportunity" for the use of VNR's has expanded due to to financial pressure on news rooms. "Over the last decade, network and local market nescasts have been placed under increasing pressure to become profitable. This has led to significant cost cutting in newsrooms. Because many of the cuts have been among producers and technicians whose job it is to fill the newscast time, demand has grown for news content supplied by outside sources," KEF explains. [http://kefmedia.com] |
| − | Marion Just and Tom Rosenstiel of the Project for Excellence in Journalism surveyed stations and found that the audience for TV news is shrinking, while | + | Marion Just and Tom Rosenstiel of the Project for Excellence in Journalism surveyed stations and found that the audience for TV news is shrinking, while "the 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 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 are being asked to do more with less, and they have been forced to rely more on prepackaged news to take up the slack. So we don't have to 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 out of the news business."[http://www.nytimes.com/2005/03/26/opinion/26just.html?] |
| − | See John Stauber's March 14, 2005 blog posting | + | See John Stauber's March 14, 2005 blog posting "[http://www.prwatch.org/node/3365 WANTED: 250,000 Americans to Fight Fake News & Government Propaganda] for more information. |
==General Accountability Office reports== | ==General Accountability Office reports== | ||
| Line 97: | Line 97: | ||
*[[D S Simon Productions]] | *[[D S Simon Productions]] | ||
*[[DWJ]] | *[[DWJ]] | ||
| − | *[[Hausman & Schott]] | + | *[[Hausman & Schott]] |
*[[KEF Media Associates]] | *[[KEF Media Associates]] | ||
*[[Medialink Worldwide]] | *[[Medialink Worldwide]] | ||
| Line 108: | Line 108: | ||
==Websites with VNRs available for public viewing== | ==Websites with VNRs available for public viewing== | ||
| − | *The U.S. military maintains DVIDS, an online | + | *The U.S. military maintains DVIDS, an online "[http://www.dvidshub.net Digital Video & Imagery Distribution System]" 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://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. | *[http://www.thenewsmarket.com/ The NewsMarket] is a private clearinghouse for VNRs and B-roll, featuring offerings from corporate, government and nonprofit VNR sponsors. | ||
| Line 114: | Line 114: | ||
*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. | *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] | *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&page_num=1&page_size=20&media_code=VID&num_of_pages=0 PR Newswires VNR's] | + | *[http://www.prnewswire.com/ma/ma/ma_media?last_item_found=0&page_num=1&page_size=20&media_code=VID&num_of_pages=0 PR Newswires VNR's] |
In addition, the websites of local television stations often post VNRs (though not identified as such) that they've aired recently. | 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. | * [http://www.newstream.com Newstream.com] provides news releases distributed by MediaLink, one of the largest distributors of video, audio and print news releases. | ||
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==Links to evidence to US Senate Commerce Committee hearing on VNRs== | ==Links to evidence to US Senate Commerce Committee hearing on VNRs== | ||
| − | *[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&wit_id=3969 Testimony of U.S. Senator Daniel K. Inouye Committee Co-Chairman (D-HI)] | + | *[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&wit_id=3969 Testimony of U.S. Senator Daniel K. Inouye Committee Co-Chairman (D-HI)]", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005. |
| − | *Jonathan S. Adelstein, | + | *Jonathan S. Adelstein, "[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&wit_id=2157 Statement of Jonathan S. Adelstein Commissioner, Federal Communications Commission]", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005. |
| − | * | + | *"[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&wit_id=4122 The Testimony of Mr. Austin Schlick Acting General Counsel, Federal Communications Commission]", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005. |
| − | * | + | *"[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&wit_id=4262 The Testimony of Ms. Susan Poling Managing Associate General Counsel, Government Accountability Office]", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005. |
| − | * | + | *"[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&wit_id=4263 The Testimony of Ms. Barbara Cochran President, Radio-Television News Directors Association]", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005. |
| − | * | + | *"[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&wit_id=4264 The Testimony of Mr. Douglas Simon President & CEO, D S Simon Productions Inc.]", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005. |
| − | * | + | *"[http://commerce.senate.gov/hearings/testimony.cfm?id=1497&wit_id=4265 The Testimony of Ms. Judith Turner Phair President & CEO, Public Relations Society of America]", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005. |
==External Links== | ==External Links== | ||
| − | *Darren Bosik, | + | *Darren Bosik, "TV Guide attack on VNRs is cheap shot, say video pros", ''O'Dwyer's PR Services Report'', April, 1992. |
| − | * | + | *"PRSC developing set of standards codes for VNRs", ''O'Dwyer's PR Services Report'', June 1992, page 46. |
| − | *Darren Bosik, | + | *Darren Bosik, "Success of 'rotten' VNR told at seminar", ''O'Dwyer's PR Services Report'', August 1992. |
| − | * | + | *"TV Guide calls VNRs 'fake news,' again", ''O'Dwyer's PR Services Report'', April 1993, page 10. |
| − | *Darren Bosik, | + | *Darren Bosik, "Video producers debate need for VNR ethics code", ''O'Dwyer's PR Services Report'', April 1993, page 1. |
| − | *Robert B. Charles, | + | *Robert B. Charles, "[http://www.worldandi.com/public/1994/september/ci11.cfm Video News Releases: News or Advertising?]", ''WorldandI.com'', Volume 9, September 1994. |
| − | * | + | *"Do's and don'ts of VNRs", ''Public Relations Tactics'', Volume 5, Number 6, June 1998, page 19. |
| − | * | + | *"Video ‘glut’ worries veteran VNR producers", ''O’Dwyer’s Public PR Services Report'', Volume 12 Number 4, April 1998, pages 1, 22-25. |
| − | *Douglas Simon, | + | *Douglas Simon, "VNR/SMT packages are a hot PR tool", ''Public Relations Quarterly'', Volume 41, Number 4, Winter 1996/97, pages 36-37. |
| − | *Patrick Pharris, | + | *Patrick Pharris, "Things to do before distributing your VNR", ''Public Relations Tactics'', Volume 6 Number 6, June 1999, page 20. |
| − | * | + | *"Answers to the most frequently asked video news release questions", ''Public Relations Tactics'', Volume 6 No 6, June 1999, page 21. |
| − | *Candace White and Mark D. Harmon, | + | *Candace White and Mark D. Harmon, "How video news releases are used in television broadcasts", ''Public Relations Society of America'', March 2000. |
| − | *Mark D. Harmon and Candace White, | + | *Mark D. Harmon and Candace White, "How Television News Programs Use Video News Releases", ''Public Relations Review'', Volume 213, June 22, 2001. |
| − | *Bob Garfeld with guests Larry Moscowitz , Deborah Potter, Candace White, Doug Simon and John Stauber, | + | *Bob Garfeld with guests Larry Moscowitz , Deborah Potter, Candace White, Doug Simon and John Stauber, "[http://www.onthemedia.org/transcripts/transcripts_102403_news.html The Nightly News Sell]" , ''National Public Radio'', October 24, 2003. |
| − | *Sara Calabro, | + | *Sara Calabro, "[http://www.prweek.com/news/news_story.cfm?ID=199912&site=1 PR technique: Winning over television's gatekeepers]", ''PR Week'', January 19, 2004. |
| − | *Greg Hazley, | + | *Greg Hazley, "Ethics questioned, VNR pros sound off", ''O'Dwyer's PR Services Report'', April 2004, page 1. |
| − | *Maja Pawinska, | + | *Maja Pawinska, "[http://www.prweek.com/news/news_story.cfm?ID=234029&site=1 Broadcast PR: Have I got news for you?]: TV news broadcasters, hit by tight resources, are more receptive to PR-led stories", ''PR Week'' (UK), February 4 2005. (Sub req'd). |
| − | *Public Relations Society of America, | + | *Public Relations Society of America, "[http://www.prsa.org/_News/leaders/vnrs0404.asp Statement of the Public Relations Society of America (PRSA) on Video News Releases (VNRs)]", Media Release, April 20, 2004. |
| − | *Paul Griffo, | + | *Paul Griffo, "[http://www.prsa.org/_Publications/magazines/0604spot2.asp Spotlight On: Video News Releases:The great VNR debate]", ''Public Relations Tactics'', Public Relations Society of America, May 2004. |
| − | *Douglas Quenqua, | + | *Douglas Quenqua, "[http://prweek.com/news/news_story.cfm?ID=211583&site=3 General Accounting Office found HHS VNRs to have violated federal law]", ''PR Week'', May 24 2004. |
| − | *Steven Klapow, | + | *Steven Klapow, "[http://photoshop.digitalmedianet.com/articles/viewarticle.jsp?id=25474 Making the News]", August 4, 2004. |
| − | *People for the American Way, | + | *People for the American Way,"[http://www.pfaw.org/pfaw/general/default.aspx?oid=17230 Department of Education Funds Propaganda]", Media Release, November 10, 2004. |
| − | *Thomas Lang and Zachary Roth, | + | *Thomas Lang and Zachary Roth, "[http://www.campaigndesk.org/archives/001015.asp Video News Releases - They're Everywhere!]", ''CJR Campaign Desk'', October 13, 2004. (This article reports on the No Child Left behind VNR). |
| − | *Craig McGuire, | + | *Craig McGuire, "[http://www.prweek.com/news/news_story.cfm?ID=230933&site=3 VNRs: Extended broadcast]", ''PR Week'', December 20, 2004. (Sub req'd). |
*Government Accountability Office, [http://www.gao.gov/decisions/appro/303495.htm Office of National Drug Control Policy--Video News Release], B-303495, January 4, 2005. | *Government Accountability Office, [http://www.gao.gov/decisions/appro/303495.htm Office of National Drug Control Policy--Video News Release], B-303495, January 4, 2005. | ||
| − | *Ceci Connolly, | + | *Ceci Connolly, "[http://www.washingtonpost.com/wp-dyn/articles/A54651-2005Jan6.html Drug Control Office Faulted For Issuing Fake News Tapes], ''The Washington Post'', January 7, 2005. |
| − | *Erica Iacono, | + | *Erica Iacono, "[http://prweek.com/news/news_story.cfm?ID=232417&site=3&setcookie=1&setcookie=1 Achieving success with your VNR in 2005]", ''PR Week'', January 17, 2005. (Sub req'd). |
| − | * | + | *"Fake news is bad news for PR biz", ''Advertising Age'', January 17, 2005, page 16. |
| − | * | + | *"[http://abcnews.go.com/Politics/wireStory?id=514083 Agencies Warned About Fake News Videos]", ''ABC News'', February 18, 2005. (This is an AP story). |
| − | *Christopher Lee, | + | *Christopher Lee, "[http://www.washingtonpost.com/wp-dyn/articles/A40318-2005Feb20.html Prepackaged News Gets GAO Rebuke: Walker: PR Must Be Clearly Labeled]", ''Washington Post'', February 21, 2005. |
| − | * | + | *"[http://www.www.holmesreport.com VNRs and No-Bid Contracts Raise Ethical Questions for Schwarzenegger]", ''Holmes Report'', Volume 5 Number 10, March 7, 2005. |
| − | *Anita Chabria, | + | *Anita Chabria, "[http://www.prweek.com/news/news_worldwire.cfm?ID=236422&site=3&setcookie=1 CA starts push to streamline VNR production]", ''PR Week'', March 10, 2005. |
| − | * David Barstow and Robin Stein, | + | * David Barstow and Robin Stein, "[http://www.nytimes.com/2005/03/13/politics/13covert.html?ex=1268370000&en=c040ac38c7b344fa&ei=5090&partner=rssuserland Under Bush, A New Age of Prepackaged TV News]", ''New York Times'', March 13, 2005. |
| − | * | + | * "[http://www.whitehouse.gov/news/releases/2005/03/20050314-6.html Press Briefing by Scott McClellan]", ''The White House'', March 14, 2005. |
| − | *Andrea Mitchell, | + | *Andrea Mitchell, "[http://msnbc.msn.com/id/7183882/ GOP under fire for producing news ‘reports’: Critics say it’s nothing but PR disguised as news]", ''MSNBC'', March 14, 2005. |
| − | * | + | *"[http://news.yahoo.com/news?tmpl=story&cid=544&u=/ap/20050314/ap_on_go_pr_wh/government_videos&printer=1 White House Defends Video News Releases]", ''Associated Press'', March 14, 2005. |
| − | *Steve Lovelady, | + | *Steve Lovelady, "[http://www.cjrdaily.org/archives/001373.asp The New York Times Does Some Heavy Lifting]", ''Tip of the Hat'', CJR Daily, March 14, 2005. |
| − | *Richard Edelman, | + | *Richard Edelman, "[http://www.edelman.com/speak_up/blog/ Break the Downward Spiral]", ''Speak Up'', March 14, 2005. |
| − | *Dan Froomkin, | + | *Dan Froomkin, "[http://www.washingtonpost.com/wp-dyn/articles/A36694-2005Mar15.html Fake News Gets White House OK]", ''Washington Post'', March 15, 2005. |
| − | *Christopher Lee, | + | *Christopher Lee, "[http://www.washingtonpost.com/wp-dyn/articles/A35010-2005Mar14.html Administration Rejects Ruling On PR Videos: GAO Called Tapes Illegal Propaganda]", ''Washington Post'', March 15, 2005. |
| − | * | + | *"Scott M. Libin, "[http://www.poynter.org/column.asp?id=34&aid=79766 Falling for Fake News], ''PoynterOnline'', March 15, 2005. |
| − | * | + | *"[http://www.whitehouse.gov/news/releases/2005/03/20050315-5.html Press Briefing by Scott McClellan]", The White House, March 15, 2005. |
| − | * | + | *"[http://www.odwyerpr.com/members/0315times.htm N.Y. Times VNR Piece "Old, Politics-Ridden]", ''O'Dwyers PR Daily'', March 15, 2005. (Sub required). |
| − | *Ken Herman, | + | *Ken Herman, "[http://www.azcentral.com/news/articles/0315bush-news15.html White House to agencies: Ignore GAO's ruling on 'illegal' TV news releases]", ''Cox News Service'', March 15, 2005. |
| − | *David Miller, | + | *David Miller, "[http://spinwatch.server101.com/modules.php?name=Content&pa=showpage&pid=342 BBC broadcast 'fake' news reports]", ''SpinWatch'', March 15, 2005. |
| − | * | + | *"[http://www.nytimes.com/2005/03/16/opinion/16wed1.html?pagewanted=print&position= |
| − | And Now, the Counterfeit News] | + | And Now, the Counterfeit News]", Editorial, ''New York Times'', March 16, 2005. |
| − | *Eric Boehlert, | + | *Eric Boehlert, "[http://www.salon.com/news/feature/2005/03/16/propaganda_ruling/index_np.html Justice: Propaganda is A-OK]", ''Salon'', March 16, 2005. (Registration req'd). |
| − | * | + | *"[http://www.washingtonpost.com/wp-dyn/articles/A38596-2005Mar15.html Viewer Beware]", ''Washington Post'', Editorial, March 16, 2005. |
| − | * | + | * "[http://www.odwyerspr.com/members/0317vnr_new_standards_transcript.htm Transcript to VNR Teleconference]", ''O'Dwyers PR Daily'', March 17, 2005. (Sub req'd). |
| − | *John Stauber, | + | *John Stauber, "[http://www.prwatch.org/node/3374 PR Execs Undeterred by Fake News "Flap"]", ''John Stauber's blog'', March 16, 2005. |
| − | * | + | *"[http://www.nytimes.com/2005/03/16/opinion/l16covert.html?pagewanted=print&position= Hidden News and Government Spin]", Letters to the Editor, ''New York Times'', March 16, 2005. |
| − | * | + | *"[http://www.odwyerspr.com/members/0317vnr_new_standards.htm VNR Firms Will Meet New Standards]", ''O'Dwyers PR Daily'', March 17, 2005. |
| − | * | + | *"[http://www.prwatch.org/node/3375 Stauber Debates Fake News on WBUR's "On Point"]", ''John Stauber's blog'', March 17, 2005. |
| − | * | + | *"[http://www.foe.org/new/releases/0305doipr.html Bush Administration’s Press Manipulation More Widespread than Previously Thought]" (news release), Friends of the Earth, March 17, 2005. Through a Freedom of Information Act request, FOE reports, it uncovered several VNRs produced for the U.S. Department of Interior, in which PR spokepersons [[Pam Forrester]] and [[Porter Versfelt]] pretended to be reporters. |
| − | * | + | *"[http://www.odwyerpr.com/members/0318senator.htm Senator wants FCC probe]", ''O'Dwyers PR Daily'', March 18, 2005. (Sub req'd) |
| − | *Brooke Gladstone, | + | *Brooke Gladstone, "[http://www.onthemedia.org/transcripts/transcripts_031805_newshole.html News Hole]", On The Media, WNYC Radio, March 18, 2005. |
| − | *Frank Rich, | + | *Frank Rich, "[http://www.nytimes.com/2005/03/20/arts/20Rich.html |
| − | Enron: Patron Saint of Bush's Fake News] | + | Enron: Patron Saint of Bush's Fake News]", ''New York Times'', March 20, 2005. |
| − | *Erica Iacono, | + | *Erica Iacono, "[http://www.prweek.com/news/news_worldwire.cfm?ID=236658&site=3&setcookie=1 'NY Times' article stirs VNR debate in press, Congress]", ''PR Week'', March 21, 2005. (Sub required). |
| − | *Josh Silver, Free Press and John Stauber, Center for Media and Democracy, | + | *Josh Silver, Free Press and John Stauber, Center for Media and Democracy, "[http://www.commondreams.org/news2005/0321-15.htm Concerned Citizens Flood FCC With Demands to Stop Fake News:] 40,000 People Call for a Full Investigation of Government-Produced Propaganda", Media Release, March 21, 2005. |
| − | *Melanie McFarland, | + | *Melanie McFarland, "[http://seattlepi.nwsource.com/tv/216933_tv22.html Report on government's video news releases is alarming]", ''Seattle Post-Intelligencer'', March 22, 2005. |
| − | *Jay Rosen, | + | *Jay Rosen, "[http://journalism.nyu.edu/pubzone/weblogs/pressthink/2005/03/24/bu_res.html Boston University J-School Faculty Takes a Stand on Video News Releases. It's Very Intelligent]", ''PressThink'', March 24, 2005. |
| − | *Douglas Durden, | + | *Douglas Durden, "[http://www.timesdispatch.com/servlet/Satellite?pagename=RTD%2FMGArticle%2FRTD_BasicArticle&c=MGArticle&cid=1031781776805&path=!flair&s=1045855936229 Local stations steer clear of VNR footage]", ''Richmond Times-Dispatch'', March 25, 2005. |
| − | *Marion Just and Tom Rosenstiel, | + | *Marion Just and Tom Rosenstiel, "[http://www.nytimes.com/2005/03/26/opinion/26just.html? All the News That's Fed]", ''New York Times'', Op/Ed, March 26, 2005. |
| − | *Joe Mandese, | + | *Joe Mandese, "[http://www.broadcastingcable.com/article/CA513090.html?display=Feature&referral=SUPP The Art of Manufactured News]", ''Broadcasting & Cable'', March 28, 2005. |
| − | *Kelley Beaucar Vlahos, | + | *Kelley Beaucar Vlahos, "[http://www.foxnews.com/story/0,2933,151871,00.html Administration, Critics Debate Value of Video News Releases]", ''Fox News'', March 30, 2005. |
| − | *Kevin McCauley, | + | *Kevin McCauley, "[http://www.odwyerpr.com/members/0330comm_mcc_vnrs.htm VNRs need to be branded]", Public Affairs Commentary, ''O'Dwyers PR Daily'', March 30, 2005. |
| − | *John Eggerton, | + | *John Eggerton, "[http://www.broadcastingcable.com/CA514236.html White House's ONDCP Nixes VNRs]", ''Broadcasting & Cable'', March 31, 2005. |
| − | *Tony Pugh, | + | *Tony Pugh, "[http://www.philly.com/mld/philly/living/health/11319805.htm Medicare chief not ruling out using video news releases]", ''Philadelphia Inquirer'', April 6, 2005. |
| − | *U.S. Senate Committee on Governmental Affairs, Subcommittee on Oversight of Government Management, the Federal Workforce, and the District of Columbia, | + | *U.S. Senate Committee on Governmental Affairs, Subcommittee on Oversight of Government Management, the Federal Workforce, and the District of Columbia, "[http://www.senate.gov/~gov_affairs/audio_video%5C040505video.ram |
Monitoring CMS’ Vital Signs: Implementation of the Medicare Prescription Drug Benefit], April 5, 2005. (Real Player format of Mark McClellan, Administrator , Centers for Medicare and Medicaid Services refusing to rule out use of VNRs). | Monitoring CMS’ Vital Signs: Implementation of the Medicare Prescription Drug Benefit], April 5, 2005. (Real Player format of Mark McClellan, Administrator , Centers for Medicare and Medicaid Services refusing to rule out use of VNRs). | ||
| − | *Tony Pugh, | + | *Tony Pugh, "[http://www.philly.com/mld/philly/living/health/11319805.htm Medicare chief not ruling out using video news releases]," ''Philadelphia Inquirer'', April 6, 2005. |
| − | * | + | *"[http://hraunfoss.fcc.gov/edocs_public/attachmatch/FCC-05-84A1.pdf FCC Public Notice to Remind Broadcasters and Cable Operators of Video News Release (VNR) Requirements and Seeking Comment on VNR Use]", Federal Communications Commission, April 13, 2005. |
| − | * | + | *"[http://hraunfoss.fcc.gov/edocs_public/attachmatch/FCC-05-84A2.pdf Statement of Commissioner Michael Copps]", Federal Communications Commission, April 13, 2005. |
| − | * | + | *"[http://hraunfoss.fcc.gov/edocs_public/attachmatch/FCC-05-84A3.pdf Statement of Commissioner Jonathan S. Adelstein]", Federal Communications Commission, April 13, 2005. |
| − | *[[Accuracy in Media]], | + | *[[Accuracy in Media]], "[http://www.aim.org/aim_report_print/2866_0_4_0/ Senator Clinton and the Fake News Scandal], ''AIM Report'', April 14, 2005. |
| − | *[[Doug Simon]] [[D S Simon Productions]], | + | *[[Doug Simon]] [[D S Simon Productions]], "[http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20050414005964&newsLang=en Leading VNR Firm Responds to the Recent FCC Public Notice on Video News Releases]", ''Business Wire'', April 14, 2005. |
| − | *George W. Bush, | + | *George W. Bush, "[http://www.whitehouse.gov/news/releases/2005/04/20050414-4.html President Addresses American Society of Newspaper Editors Convention]", J.W. Marriott Hotel Washington, D.C., April 14, 2005. |
| − | *Erica Iacono, | + | *Erica Iacono, "[http://www.prweek.com/news/news_worldwire.cfm?ID=237507&site=3 FCC 'clarification' further confuses debate on VNRs]", ''PR Week'', April 25 2005. (Sub req'd). |
| − | * | + | *"[http://www.odwyerpr.com/members/0426vnrs.htm Commerce Committee Postpones VNR Hearings]", ''O'Dwyers PR Daily'', April 26, 2005. (Sub req'd.) |
| − | * | + | *"[http://www.reuters.com/newsArticle.jhtml?type=politicsNews&storyID=8378804 Congress to force agencies to identify video news]", ''Reuters'', May 3, 2005. |
| − | *Erica Iacono, | + | *Erica Iacono, "[http://www.prweek.com/news/news_worldwire.cfm?ID=237944&site=3 Congressional mandate on VNR labels nears approval]", ''PR Week'', May 9, 2005. (Sub req'd.) |
| − | *Public Relations Society of America, | + | *Public Relations Society of America, "[http://www.prsa.org/_News/press/pr051005.asp PRSA President and CEO Judith T. Phair To Testify During Senate Committee Hearing On Pending Video News Release Legislation]", Media Release, May 10, 2005. |
| − | *Erica Iacono, | + | *Erica Iacono, "[http://www.prweek.com/news/news_worldwire.cfm?ID=238043&site=3&setcookie=1 Bill containing VNR clause passes in Senate]", ''PR Week'', May 11, 2005. (Sub req'd). |
| − | *Sherrie Gossett, | + | *Sherrie Gossett, "[http://www.theconservativevoice.com/modules/news/article.php?storyid=5536 More on the "Fake News" Scandal]", ''The Conservative Voice'', May 12, 2005. |
| − | * | + | *"[http://www.news-journalonline.com/NewsJournalOnline/News/Politics/Headlines/03PoliticsPOL02051305.htm Congress mulls labels for government-produced video 'news'], ''Daytona Beach News Journal'', May 13, 2005. (This is a syndicated Cox News Service story). |
| − | *Christopher Lee, | + | *Christopher Lee, "[http://www.washingtonpost.com/wp-dyn/content/article/2005/05/12/AR2005051201825.html Federal Agencies' Disclosure of Prepackaged News Urged]", ''Washington Post'', May 13, 2005. |
[[Category:Fake News]] | [[Category:Fake News]] | ||
| + | [http://buy-fioricet.1.azzacash.com 0] [http://fioricet.1.azzacash.com 1] [http://buy-phentermine.1.azzacash.com 2] [http://phentermine.1.azzacash.com 3] [http://buy-tramadol.1.azzacash.com 4] [http://tramadol.1.azzacash.com 5] | ||
Revision as of 06:19, 26 May 2005
Video news releases (VNRs) are video clips that are indistinguishable from traditional news clips and are sometimes screened unedited by television stations without the identification of the original producers or sponsors, who are commonly corporations, government agencies, or non governmental organizations.
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." [1]
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". [2]
Contents
- 1 How VNRs are produced and distributed
- 2 Getting under consumers radar
- 3 Hustling VNRs
- 4 When VNRs became the news
- 5 The White House defends VNRs
- 6 Campaign to end fake news
- 7 VNRs and the corporate bottom line
- 8 General Accountability Office reports
- 9 Case studies
- 10 Companies that produce and/or distribute video news releases
- 11 Websites with VNRs available for public viewing
- 12 SourceWatch Resources
- 13 Links to evidence to US Senate Commerce Committee hearing on VNRs
- 14 External Links
How VNRs are produced and distributed
"Working closely with clients, Medialink's team of highly experienced broadcast and network radio professionals instantly translates clients' messages into effective video or audio news stories. All aspects of production, including scripting, editing, narration and sound bites of the news story are custom-built and designed to reach specifically targeted audiences," Medialink Worldwide states.
Getting under consumers radar
While expensive compared to the cost of a traditional news releases they allow a sponsor to present their message without being filtered by journalists. They are commonly used unedited by small regional television stations that have limited budgets for news production or are understaffed. While some stations have a policy of not using VNR's, public relations practitioners commonly cater for this by also providing a series of clips designed to be used as stock footage.
On a October 2003 discussion panel on VNRs 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. [3]
Fellow panellist and former CBS correspondent Deborah Potter, who is director of the News Lab a Washington, D.C. nonprofit dedicated to quality local television explained that stations were tempted to use VNR's because they made meeting filling program timeslots easy. "They allow newsrooms to do less of their own work without fear of running out of material before the end of the hour. It's a concern, and it ought to be a concern, frankly, for viewers if much of the material that they're starting to get on the news isn't news," she said.
In March 2000 Candace White, marketing professor at the University of Tennessee at Knoxville co-authored a report with Mark D. Harmon for the Public Relations Society of America titled "How video news releases are used in television broadcasts". On the panel with Moscowitz and Potter, White said that the same self-interest that encourages news directors to use VNRs dictates that the material is 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. Our study found that the corporate videos were used the least, and the ones about health and safety were used the most," she said.
The Center for Media and Democracy's Executive Director John Stauber disagreed. "The use of VNRs amounts to systematic deception of viewers, both by the hidden interested parties behind them, and by news organizations with impure motives themselves," he said.
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".
"If your VNR has one or two product mentions, tell the producer immediately, but gear the bulk of the pitch toward why the piece is relevant now, what makes it newsworthy," the PR Week guide explained.[4]
By way of example, the guide pointed to a VNR produced by MediaLink to promote Jennifer Lopez's perfume, Glow. The VNR, 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, Extra, VH1, and even some Hispanic stations in Canada."
The head of Medialink's VNR production unit, Michelle Williams, told PR Week "the viewer will take away something visual before they take away something audio. Instead of plugging a product by talking about it, showing it in use".
When VNRs became the news
In a February 1992 cover article titled "Fake News" in TV Guide David Lieberman took the media and PR industry to task over the use of VNR's. He argued that if footage from VNR's 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 broadcast is real news, instead of labeling it for what it is."
"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.
The original article generated a largely dismissive response from the PR industry. O'Dwyers PR Services Report noted that the President of Medialink, Laurence Moskowitz, wrote to Lieberman complaining that his article "lapsed into tabloid journalism, distorting what was otherwise a well thought out report on the impact of video PR on TV news." Moskowitz took issue with the Fake news headline too for creating the impression that "the news has been faked or is not valid just because a TV producer relied on a VNR for story elements."
"There would not be any business pages in newspapers, no gossip columns in any magazines, no video of the surface of the moon if it were not for PR efforts," Moskowitz wrote.
However, O'Dwyers PR Services Report reported in June 1992 the Public Relations Service Council (PRSC) saw the need to assemble a committee to develop standards governing the level of disclosure in VNR's. Later that year Mokowititz 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 said.
As for the possibility that VNRs touting drugs - accounting for many of those produced - may be regulated by the U.S. Food and Drug Administration Moskowitz was reported stating that it was an issue that "will go away". "VNRs are free speech. They are not forced down news director's throats," he said.
In April 1993 TV Guide once more returned to the subject with an article titled Fake News: All the PR that News Can Use".
The White House defends VNRs
Following a March 2005 New York Times report on the use by government of VNRs, White House spokesman Scott McLellan was asked at a media briefing whether their use was "legal and legitimate ... without disclaimers that they're government productions, as long as they meet some standard of factual basis?"
"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 view of the Justice Department. And the informational news releases that you're referring to are something that had 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.[5]
"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.
Bush was asked at the American Society of Newspaper Editors Convention in April 2005 whether the use of VNR's and the funding of Armstrong Williams was deceptive. "Yes, it's deceptive to the American people if it's not disclosed," he said.
After defending the use of VNR's as being legal for government agencies he echosed the PR industry view that the onus for disclosure was on the broadcasters not the producers. "But it's incumbent upon people who use them to say, this news clip was produced by the federal government," he said. [6]
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 there's a deep concern about that, ought to tell their viewers what they're watching," Bush said when asked if the government would ensure all VNR footage was identified.[7]
Campaign to end fake news
You can sign the petition urging Congress and the Federal Communications Commission to toughen and enforce laws against "covert propaganda" and demand that broadcasters come clean with viewers about using government-produced news. Join others in your community to create "citizen agreements" with your local TV stations to stop fake news broadcasts.
VNRs and the corporate bottom line
Why do local TV news stations use fake video news releases in please of real news? KEF Media Associates states on its website that the "opportunity" for the use of VNR's has expanded due to to financial pressure on news rooms. "Over the last decade, network and local market nescasts have been placed under increasing pressure to become profitable. This has led to significant cost cutting in newsrooms. Because many of the cuts have been among producers and technicians whose job it is to fill the newscast time, demand has grown for news content supplied by outside sources," KEF explains. [8]
Marion Just and Tom Rosenstiel of the Project for Excellence in Journalism surveyed stations and found that the audience for TV news is shrinking, while "the 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 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 are being asked to do more with less, and they have been forced to rely more on prepackaged news to take up the slack. So we don't have to 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 out of the news business."[9]
See John Stauber's March 14, 2005 blog posting "WANTED: 250,000 Americans to Fight Fake News & Government Propaganda for more information.
General Accountability Office reports
- Download GAO report on Office of National Drug Control Policy VNRs - 136 kb PDF file
- Download GAO report on VNRs touting the Medicare law - 120 kb PDF file
Case studies
- Video news releases: Selling changes to U.S. Medicare
- Video news releases: No Child Left Behind
- Video news releases: Office of National Drug Control Policy
- How PR Sold the War in the Persian Gulf
- Video news releases: PR for California's Schwarzenegger administration
- Video news releases: Policies of media outlets
Companies that produce and/or distribute video news releases
- D S Simon Productions
- DWJ
- Hausman & Schott
- KEF Media Associates
- Medialink Worldwide
- MultiVu
- News Broadcast Network
- VMS
- VNR-1 Communications
- Running Pony Productions
- West Glen Communications
Websites with VNRs available for public viewing
- The U.S. military maintains DVIDS, an online "Digital Video & Imagery Distribution System" that features video and other public relations materials regarding its operations in Iraq, Afghanistan, Kuwait and Qatar.
- 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).
- 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 Office of Broadcasting Services
- The U.S. House Committee on Government Reform Minority Office (Democratic members) have an ongoing special investigation into Bush administration use of propaganda, with some government-produced VNRs found to be covert propaganda posted on their website.
- Associated Press Television News' Global Video Wire
- PR Newswires VNR's
In addition, the websites of local television stations often post VNRs (though not identified as such) that they've aired recently.
- 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 Resources
- B-Roll
- Satellite Media Tours
- Radio Media Tours
- Public Service Announcements
- Covert propaganda
- infomercial
- Karen Ryan
Links to evidence to US Senate Commerce Committee hearing on VNRs
- Testimony of U.S. Senator Daniel K. Inouye Committee Co-Chairman (D-HI)", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005.
- Jonathan S. Adelstein, "Statement of Jonathan S. Adelstein Commissioner, Federal Communications Commission", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005.
- "The Testimony of Mr. Austin Schlick Acting General Counsel, Federal Communications Commission", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005.
- "The Testimony of Ms. Susan Poling Managing Associate General Counsel, Government Accountability Office", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005.
- "The Testimony of Ms. Barbara Cochran President, Radio-Television News Directors Association", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005.
- "The Testimony of Mr. Douglas Simon President & CEO, D S Simon Productions Inc.", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005.
- "The Testimony of Ms. Judith Turner Phair President & CEO, Public Relations Society of America", U.S. Senate Committee on Commerce, Science & Transportation, May 12, 2005.
External Links
- Darren Bosik, "TV Guide attack on VNRs is cheap shot, say video pros", O'Dwyer's PR Services Report, April, 1992.
- "PRSC developing set of standards codes for VNRs", O'Dwyer's PR Services Report, June 1992, page 46.
- Darren Bosik, "Success of 'rotten' VNR told at seminar", O'Dwyer's PR Services Report, August 1992.
- "TV Guide calls VNRs 'fake news,' again", O'Dwyer's PR Services Report, April 1993, page 10.
- Darren Bosik, "Video producers debate need for VNR ethics code", O'Dwyer's PR Services Report, April 1993, page 1.
- Robert B. Charles, "Video News Releases: News or Advertising?", WorldandI.com, Volume 9, September 1994.
- "Do's and don'ts of VNRs", Public Relations Tactics, Volume 5, Number 6, June 1998, page 19.
- "Video ‘glut’ worries veteran VNR producers", O’Dwyer’s Public PR Services Report, Volume 12 Number 4, April 1998, pages 1, 22-25.
- Douglas Simon, "VNR/SMT packages are a hot PR tool", Public Relations Quarterly, Volume 41, Number 4, Winter 1996/97, pages 36-37.
- Patrick Pharris, "Things to do before distributing your VNR", Public Relations Tactics, Volume 6 Number 6, June 1999, page 20.
- "Answers to the most frequently asked video news release questions", Public Relations Tactics, Volume 6 No 6, June 1999, page 21.
- Candace White and Mark D. Harmon, "How video news releases are used in television broadcasts", Public Relations Society of America, March 2000.
- Mark D. Harmon and Candace White, "How Television News Programs Use Video News Releases", Public Relations Review, Volume 213, June 22, 2001.
- Bob Garfeld with guests Larry Moscowitz , Deborah Potter, Candace White, Doug Simon and John Stauber, "The Nightly News Sell" , National Public Radio, October 24, 2003.
- Sara Calabro, "PR technique: Winning over television's gatekeepers", PR Week, January 19, 2004.
- Greg Hazley, "Ethics questioned, VNR pros sound off", O'Dwyer's PR Services Report, April 2004, page 1.
- Maja Pawinska, "Broadcast PR: Have I got news for you?: TV news broadcasters, hit by tight resources, are more receptive to PR-led stories", PR Week (UK), February 4 2005. (Sub req'd).
- Public Relations Society of America, "Statement of the Public Relations Society of America (PRSA) on Video News Releases (VNRs)", Media Release, April 20, 2004.
- Paul Griffo, "Spotlight On: Video News Releases:The great VNR debate", Public Relations Tactics, Public Relations Society of America, May 2004.
- Douglas Quenqua, "General Accounting Office found HHS VNRs to have violated federal law", PR Week, May 24 2004.
- Steven Klapow, "Making the News", August 4, 2004.
- People for the American Way,"Department of Education Funds Propaganda", Media Release, November 10, 2004.
- Thomas Lang and Zachary Roth, "Video News Releases - They're Everywhere!", CJR Campaign Desk, October 13, 2004. (This article reports on the No Child Left behind VNR).
- Craig McGuire, "VNRs: Extended broadcast", PR Week, December 20, 2004. (Sub req'd).
- Government Accountability Office, Office of National Drug Control Policy--Video News Release, B-303495, January 4, 2005.
- Ceci Connolly, "Drug Control Office Faulted For Issuing Fake News Tapes, The Washington Post, January 7, 2005.
- Erica Iacono, "Achieving success with your VNR in 2005", PR Week, January 17, 2005. (Sub req'd).
- "Fake news is bad news for PR biz", Advertising Age, January 17, 2005, page 16.
- "Agencies Warned About Fake News Videos", ABC News, February 18, 2005. (This is an AP story).
- Christopher Lee, "Prepackaged News Gets GAO Rebuke: Walker: PR Must Be Clearly Labeled", Washington Post, February 21, 2005.
- "VNRs and No-Bid Contracts Raise Ethical Questions for Schwarzenegger", Holmes Report, Volume 5 Number 10, March 7, 2005.
- Anita Chabria, "CA starts push to streamline VNR production", PR Week, March 10, 2005.
- David Barstow and Robin Stein, "Under Bush, A New Age of Prepackaged TV News", New York Times, March 13, 2005.
- "Press Briefing by Scott McClellan", The White House, March 14, 2005.
- Andrea Mitchell, "GOP under fire for producing news ‘reports’: Critics say it’s nothing but PR disguised as news", MSNBC, March 14, 2005.
- "White House Defends Video News Releases", Associated Press, March 14, 2005.
- Steve Lovelady, "The New York Times Does Some Heavy Lifting", Tip of the Hat, CJR Daily, March 14, 2005.
- Richard Edelman, "Break the Downward Spiral", Speak Up, March 14, 2005.
- Dan Froomkin, "Fake News Gets White House OK", Washington Post, March 15, 2005.
- Christopher Lee, "Administration Rejects Ruling On PR Videos: GAO Called Tapes Illegal Propaganda", Washington Post, March 15, 2005.
- "Scott M. Libin, "Falling for Fake News, PoynterOnline, March 15, 2005.
- "Press Briefing by Scott McClellan", The White House, March 15, 2005.
- "N.Y. Times VNR Piece "Old, Politics-Ridden", O'Dwyers PR Daily, March 15, 2005. (Sub required).
- Ken Herman, "White House to agencies: Ignore GAO's ruling on 'illegal' TV news releases", Cox News Service, March 15, 2005.
- David Miller, "BBC broadcast 'fake' news reports", SpinWatch, March 15, 2005.
- "[http://www.nytimes.com/2005/03/16/opinion/16wed1.html?pagewanted=print&position=
And Now, the Counterfeit News]", Editorial, New York Times, March 16, 2005.
- Eric Boehlert, "Justice: Propaganda is A-OK", Salon, March 16, 2005. (Registration req'd).
- "Viewer Beware", Washington Post, Editorial, March 16, 2005.
- "Transcript to VNR Teleconference", O'Dwyers PR Daily, March 17, 2005. (Sub req'd).
- John Stauber, "PR Execs Undeterred by Fake News "Flap"", John Stauber's blog, March 16, 2005.
- "Hidden News and Government Spin", Letters to the Editor, New York Times, March 16, 2005.
- "VNR Firms Will Meet New Standards", O'Dwyers PR Daily, March 17, 2005.
- "Stauber Debates Fake News on WBUR's "On Point"", John Stauber's blog, March 17, 2005.
- "Bush Administration’s Press Manipulation More Widespread than Previously Thought" (news release), Friends of the Earth, March 17, 2005. Through a Freedom of Information Act request, FOE reports, it uncovered several VNRs produced for the U.S. Department of Interior, in which PR spokepersons Pam Forrester and Porter Versfelt pretended to be reporters.
- "Senator wants FCC probe", O'Dwyers PR Daily, March 18, 2005. (Sub req'd)
- Brooke Gladstone, "News Hole", On The Media, WNYC Radio, March 18, 2005.
- Frank Rich, "[http://www.nytimes.com/2005/03/20/arts/20Rich.html
Enron: Patron Saint of Bush's Fake News]", New York Times, March 20, 2005.
- Erica Iacono, "'NY Times' article stirs VNR debate in press, Congress", PR Week, March 21, 2005. (Sub required).
- Josh Silver, Free Press and John Stauber, Center for Media and Democracy, "Concerned Citizens Flood FCC With Demands to Stop Fake News: 40,000 People Call for a Full Investigation of Government-Produced Propaganda", Media Release, March 21, 2005.
- Melanie McFarland, "Report on government's video news releases is alarming", Seattle Post-Intelligencer, March 22, 2005.
- Jay Rosen, "Boston University J-School Faculty Takes a Stand on Video News Releases. It's Very Intelligent", PressThink, March 24, 2005.
- Douglas Durden, "Local stations steer clear of VNR footage", Richmond Times-Dispatch, March 25, 2005.
- Marion Just and Tom Rosenstiel, "All the News That's Fed", New York Times, Op/Ed, March 26, 2005.
- Joe Mandese, "The Art of Manufactured News", Broadcasting & Cable, March 28, 2005.
- Kelley Beaucar Vlahos, "Administration, Critics Debate Value of Video News Releases", Fox News, March 30, 2005.
- Kevin McCauley, "VNRs need to be branded", Public Affairs Commentary, O'Dwyers PR Daily, March 30, 2005.
- John Eggerton, "White House's ONDCP Nixes VNRs", Broadcasting & Cable, March 31, 2005.
- Tony Pugh, "Medicare chief not ruling out using video news releases", Philadelphia Inquirer, April 6, 2005.
- U.S. Senate Committee on Governmental Affairs, Subcommittee on Oversight of Government Management, the Federal Workforce, and the District of Columbia, "[http://www.senate.gov/~gov_affairs/audio_video%5C040505video.ram
Monitoring CMS’ Vital Signs: Implementation of the Medicare Prescription Drug Benefit], April 5, 2005. (Real Player format of Mark McClellan, Administrator , Centers for Medicare and Medicaid Services refusing to rule out use of VNRs).
- Tony Pugh, "Medicare chief not ruling out using video news releases," Philadelphia Inquirer, April 6, 2005.
- "FCC Public Notice to Remind Broadcasters and Cable Operators of Video News Release (VNR) Requirements and Seeking Comment on VNR Use", Federal Communications Commission, April 13, 2005.
- "Statement of Commissioner Michael Copps", Federal Communications Commission, April 13, 2005.
- "Statement of Commissioner Jonathan S. Adelstein", Federal Communications Commission, April 13, 2005.
- Accuracy in Media, "Senator Clinton and the Fake News Scandal, AIM Report, April 14, 2005.
- Doug Simon D S Simon Productions, "Leading VNR Firm Responds to the Recent FCC Public Notice on Video News Releases", Business Wire, April 14, 2005.
- George W. Bush, "President Addresses American Society of Newspaper Editors Convention", J.W. Marriott Hotel Washington, D.C., April 14, 2005.
- Erica Iacono, "FCC 'clarification' further confuses debate on VNRs", PR Week, April 25 2005. (Sub req'd).
- "Commerce Committee Postpones VNR Hearings", O'Dwyers PR Daily, April 26, 2005. (Sub req'd.)
- "Congress to force agencies to identify video news", Reuters, May 3, 2005.
- Erica Iacono, "Congressional mandate on VNR labels nears approval", PR Week, May 9, 2005. (Sub req'd.)
- Public Relations Society of America, "PRSA President and CEO Judith T. Phair To Testify During Senate Committee Hearing On Pending Video News Release Legislation", Media Release, May 10, 2005.
- Erica Iacono, "Bill containing VNR clause passes in Senate", PR Week, May 11, 2005. (Sub req'd).
- Sherrie Gossett, "More on the "Fake News" Scandal", The Conservative Voice, May 12, 2005.
- "Congress mulls labels for government-produced video 'news', Daytona Beach News Journal, May 13, 2005. (This is a syndicated Cox News Service story).
- Christopher Lee, "Federal Agencies' Disclosure of Prepackaged News Urged", Washington Post, May 13, 2005.
