MEDIA ATTENTION - VIDEO NEWS RELEASE / VNR

WHAT IS A VNR ?


A VNR IS A VIDEO NEWS RELEASE. BASICALLY, A PRESS RELEASE IN THE FORM OF VIDEO AND OR AUDIO, THAT IS GIVEN TO TELEVISION OR RADIO NEWSROOMS FOR THEM TO USE AND EDIT AS THEY SEE FIT.


WHY PRODUCE A VIDEO NEWS RELEASE ?


A VIDEO NEWS RELEASE CAN GIVE YOUR ORGANISATION A DISTINCT ADVANTAGE OVER A WRITTEN FORMAL PRESS RELEASE. IT WILL GIVE A VISUAL AND AUDIO GUIDE TO YOUR STORY RATHER THAN A WRITTEN DESCRIPTION.


REMEMBER THAT NEWSROOMS DEAL IN VISUAL AND AUDIO. SO WHY LET THEM IMAGINE WHAT YOUR STORY IS WHEN YOU CAN SHOW THEM, BY PRODUCING A VIDEO DETAILING EVERY ASPECT OF THE STORY YOU WISH TO TELL.


WHAT SHOULD I INCLUDE ?


A VIDEO NEWS RELEASE SHOULD INCLUDE THE FOLLOWING AS A STARTING POINT ....


            1. INTERVIEWS WITH THE PRINCIPAL PEOPLE INVOLVED.


            AN INTERVIEW WITH THE BEST PERSON TO DESCRIBE YOUR STORY. THIS MAY NOT    

            NECESSARILY BE THE MOST SENIOR PERSON.       


            2. PLENTY OF VIDEO SEQUENCES SHOWING YOUR STORY.


            VIDEO SEQUENCES, CUTAWAYS AND IMAGES THAT BEST DESCRIBE THE STORY.

            GIVE THEM PLENTY OF VIDEO FOR THEM TO EDIT INTO A STORY.


            3. WHAT ARE THE BENEFITS.


            JUST BECAUSE YOU THINK YOUR STORY IS AMAZING, THE NEWS PRODUCERS MAY NOT.

            YOUR NEW PRODUCT HAS A NEW WIDGET THAT SAVES YOU MILLIONS, BUT DOES THE

            WIDGET SAVE THE PLANET? DOES IT PROVIDE MORE JOBS?


            4. REMEMBER : WHO, WHERE, WHAT, WHY AND WHEN.


            I KNOW THIS IS BASIC, BUT THIS IS WHAT ANY JOURNALIST STARTS TO LOOK AT WHEN

            COVERING ANY STORY. GIVE THEM THIS AND THEY WILL LOVE YOU FOR IT.



A VIDEO NEWS RELEASE CAN REALLY BE AS SIMPLE AS THAT. BUT OF COURSE, DEPENDING ON THE STORY YOU WISH TO TELL THERE ARE MANY VARIATIONS ON THE ABOVE ....


        A. INTERVIEWS WITH THE WORKFORCE


        B. VOX POPS ( WHAT DOES THE PUBLIC THINK )


        C. RADIO / AUDIO INTERVIEWS


        D. SHOW THE PRODUCT IN USE / REVEAL THE BENEFITS



PRODUCING A GOOD VIDEO NEWS RELEASE IS BASED ON RELEASING TO THE PRESS WHAT THEY WILL WANT TO KNOW, WHICH IS THE FACTS. THE FACTS ABOUT YOU, YOUR COMPANY OR ORGANISATION, AND FACTS ABOUT THE STORY THAT YOU WISH TO TELL.


WHAT ABOUT THE EDIT AND EFFECTS ?


IN GENERAL TERMS, EFFECTS OF ANY KIND WILL BE USELESS TO ANY BROADCASTERS WHO WISH TO USE YOUR FOOTAGE. FOR EXAMPLE, USING YOUR OWN STRAP LINE AND ASTONS WILL NOT BE USABLE TO ANY NEWS BROADCASTER.


99% OF THE TIME, BROADCASTERS WILL WANT TO EDIT THE FOOTAGE THEMSELVES, USING THEIR OWN EDITORIAL GUIDELINES AND GRAPHICS OR EFFECTS. THIS MEANS THAT THEY RETAIN CONTROL OF THE FINISHED NEWS ITEM, NOT YOU.


WITH EDITING, IT IS BEST TO EDIT ANY FOOTAGE LIGHTLY. TIGHTLY EDITED SEQUENCES ARE BEST AVOIDED AND LEFT FOR THE BROADCAST EDITOR TO EDIT IN THEIR OWN STYLE. OF COURSE IT WOULD BE WISE TO CUT THE BAD AND ERRONEOUS SHOTS FROM THE FINAL VIDEO BEFORE SENDING THE RELEASE, BUT AS A RULE KEEP THE EDIT AND GRAPHICS TO A MINIMUM.


WILL THEY USE MY VNR ?


THIS DEPENDS ENTIRELY ON WHO YOU SEND THE VIDEO FOOTAGE TO. MAJOR BROADCASTERS IN THE UNITED KINGDOM ARE RETICENT ABOUT USING VNR’S. THEY MUCH PREFER TO USE THEIR OWN CAMERA TEAMS AND FOOTAGE. HOWEVER, THEY ARE NOT BEYOND USING FOOTAGE PRODUCED BY YOU IF THE CONTENT IS SOMETHING THEY CANNOT GET AND MOST IMPORTANTLY, CAN BE VERIFIED AND JUDGED EDITORIALLY SOUND FOR IT TO BE BROADCAST.


THE BBC FOR EXAMPLE ARE VERY HIGHLY REGULATED IN THE USE OF VNR’S IN THEIR NEWS PROGRAMMES. YOU CAN READ THE EDITORIAL GUIDELINES FOR THE BBC HERE.


MEDIA ATTENTION LTD HAS BEEN WORKING IN THE TELEVISION NEWS INDUSTRY FOR MANY YEARS. WE KNOW WHAT NEWSROOMS WANT AND WE KNOW WHAT THEY WANT TO SEE AND HEAR.


TO DISCUSS YOUR REQUIREMENTS PLEASE CONTACT US.



BACK

ARTICLES :