In our era of shrinking print news holes and way too many eyeball-challenged websites, television news broadcasts still gets reach and, better yet, their creators need material. Even the most budget-strapped stations still have to fill air time. With many stations cutting reporters and anchors, harried producers are even more desperate for content now than ever before.
Yet PR pros regularly get stiffed at the gateway by assignment editors who love to proclaim that their stations “no longer use VNRs.” Unless you’re able to lure a local crew to your client’s doorstep/event, this Catch 22 seems like a PR occupational hazard.
VNRs officially were verboten after an infamous episode in March 2004. The New York Times blew the whistle on the Bush administration for distributing videos showing President Bush signing a Medicare prescription-drug law and “receiving a standing ovations from a crowd cheering.” The footage ended with a woman telling the unwary viewer “In Washington, I’m Karen Ryan reporting.” Yet, Ryan was a TV production company employee and no more a journalist than the infomercial shill proclaiming “do you mean to tell me . . .?”
Previously, government-funded VNRs with faux reporters were perfected by the Clinton administration. President Bush tweaked reporters by defending the practice as legal. Suddenly, many irate affiliates nationwide championed a blanket policy of not accepting VNRs.
The ban came a little late, since the classic Video News Release was already a dinosaur even as the misused acronym lingered. These overly produced, dialogue intensive productions (supposedly a video version of a press release as if anyone wanted that) rarely made air any way except in severely sliced/diced form by quote-desperate segment producers.
The moldy VNR of the late ‘80s has been long replaced by b-roll — functional chunks of footage with a few quotes. Yet, some wary affiliates now claim even b-roll is out. This is a noble idea from a supposed journalistic credibility stand point but hardly holds water. The fact is, producers still need visually enticing material from your clients as long as it’s not laughably promotional or tattooed with company logos and product signage.
Here are some quick thoughts the next time you’re trying to get some supposed client propaganda on air.
– Don’t Use the ‘B’ Word: While toiling, highly caffeinated before the rooster crowed, at a satellite media tour company, I learned quickly to ditch the offending buzzwords b-roll and VNR. Instead, offer producers “sound bite footage with our expert” or “good visuals of kids using the product.”
–. Vamp it Up With Visuals: Producers tire of inevitable talking head sources bobbing in their office chairs. Shoot your sources in an eye catching setting without getting gimmicky.
– Let the Slates Skate. Slates, time coded written descriptions between video segments, were designed as an easy way to help break up video footage for producers. Now slates make footage seem overly packaged so drop them. Just separate your edited sequences with cuts to black (and give the slate info to the producer by phone or email).
– Remember THEY Shot It. The myth you’re selling viewers is that the station shot your b-roll footage. Therefore, don’t over produce it in a photography studio setting or hack it up by having an intern shoot it with a camcorder. Get a videographer who can shoot natural looking footage and keep the sound bites tight.
These tricks can help get your client on air while letting you side step the scarlet letters VNR. Down the line, we’ll tackle those pesky producers who ‘don’t do satellite interviews.’
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