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A Video News Release is the equivalent of a press release complied for television. Targets are national and local television news departments, cable news organizations and newsfeed services. The idea is to place your product in a news or news/talk program to give it the same visibility as other news and enhance its position in the market by showcasing it as a "newsworthy" item.
Known as a VNR, this video segment must resemble a television news story as closely as possible. It should not exceed two minutes in overall length and should have a news "tone." Something that looks staged or is too flashy will not, in general, fit into a news broadcast and therefore would be dismissed by producers. Every producer has his/her own opinion of what fits into the newscast. It is their choice to select a VNR, choose to use only a piece of it, or, indeed, not air the segment at all.
Our job then is to create a "news" segment without giving it a "commercial/advertising" feel. Using experienced news personnel to create the VNR package remains the key. If the piece is aired intact, then we are in control. However, if a producer decides to use only parts of our story, it is better than not using the VNR at all -- every piece of publicity counts. In some cases, a VNR may be used as a portion of a localized story on the same topic or shelved as a reference for some later segment. This counts as well.
Through electronic encoding and personal follow-up phone calls, we will be able to report how many stations used/aired the VNR and receive additional responses concerning publicity for the project. Overall reports are usually completed two to four weeks after the VNR is distributed via satellite.
| RECENT CORPORATE SPONSORS |
| American Chemistry Council |
Gilette |
Lexus |
Rollerblade |
| American Plastics Council |
Hanes Hosiery |
Matrix |
Roto Rooter |
| American Red Cross |
Hewlett Packard |
Miraclesuit |
Sara Lee |
| Coca Cola |
JC Penney Co. |
Nubest & Co. |
Schick |
| Dole |
Johnson & Johnson |
Oil of Olay |
Tropicana |
| Estee Lauder |
L'Oreal |
Pantene |
Tupperware |
Foot Locker
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Lavazza Coffees |
Quaker Oats |
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"I can always count on PLUS to come through with great segments. They pride themselves on efficiency and really focus on your bottom line. They deliver results while having fun diond it. That's why we call them again and again."
Christine Cicirelli, Marketing Communications, Dirt Devil |
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