By Jim Zura
A Video News Release (VNR) is a short (4-5 minute) broadcast-quality video segment designed to gain media attention and broadcast (either locally or nationally) of a specific story with news or feature merits.
The VNR is the contemporary version of (and arguably more effective than) the traditional printed press release.
The VNR is shot and edited by a qualified TV/video
production company, and administered and distributed by a Public Relations firm,
Advertising Agency, Corporation or Organization.
The edited VNR is not a complete production—it is a series of identified segments. It does not have a voice-over, music bed, effects or superimposed titles. The reason for this is that the broadcast outlet can personalize the package with their own reporter, using the provided sound bites and b-roll. Thus, the elements of a standard VNR are:
Sound Bites:
Brief on-camera interview segments with the key people in the story. This can also include recognized experts, officials, and the “average” person. A poignant 5-second sound bite is fine, but no segment should exceed 20 seconds. Typically, there are 3 to 5 different people appearing on camera. A 5-second “slate” appears prior to each segment, identifying the next interview. Release forms must be signed by anyone appearing on camera.
B-roll:
Video, still photographs and graphics relevant to the story. These are edited as hard-cuts, so the media outlet can easily choose the scenes. Two minutes worth of broadcast-quality scenes, 5 to 10 seconds each is the norm.
Printed Materials:
o One-page Synopsis of the story
o One-page Bullet Points
o Suggested Script
o Contact Information:
§ Main Contact for information about the story
§ Contact Information for the on-camera participants. Most reporters will want to verify their comments.
DISTRIBUTION:
The PR firm, Agency, Corporation or Organization will contact the desired media outlets to gain interest in running the story. The VNR can be shipped to the media outlet on BetaSP tape, or it can be fed on demand via the fiber-optic network or satellite.
ADDITIONAL USES:
Typically, a company will take advantage of the fact that the interviews and footage has already been shot and pre-edited, and create their own package to serve their non-broadcast needs. Since there is no control over what elements a media outlet will select from the VNR, and what the reporter will say, this provides the company with a production representing the complete message. The finished timing is not limited to 4-5 minutes, and includes voiceover, titles, along with music bed, logos, opens and closes if desired.
PRODUCTION PLAN:
· Pre-Production:
§ On-camera participants are reviewed, enlisted and scheduled
§ A list of talking-points / interview questions is developed
§ B-roll list is developed
§ Schedule / shot list reviewed and confirmed with the Production Company
· Shooting:
Most VNR’s can be shot on a one-day shoot with a 3-person crew (Lensman, Audio/Grip, and Lighting Director), providing that the interviews and b-roll can be shot at the same location or close proximity.
· Review:
For maximum efficiency, a Content Expert(/s) from the agency/ organization should be onsite during the interviews, to ensure accuracy, legality, and impact. Notes should be taken as to what segments are most desirable.
In cases where immediate editing and shipment are not critical, the production company can provide a DVD copy of the raw footage, with superimposed time-code numbers, for review and scene selection.
· Editing:
The selected scenes are captured onto the digital editing system. Fine-tuning and final decisions can be made at this phase. The final edit is performed. The capturing / editing process for a cuts-only VNR should take 3 to 5 hours.
BetaSP and DVD Masters are created, and the desired Duplications are made.
Optionally, for PR firms that employ a broadcast-tracking system, the Master can be encoded.
· Additional Uses
For the non-broadcast, “Company” version of the production, the following elements are added:
o Scriptwriting
o Voiceover Recording and Talent
o Music Licensing and Production
o Additional Editing
o BetaSP and DVD Mastering
o Duplication
FAQ’S:
· Can I use existing / archival video footage that we have?
Quality is of ultimate importance when a broadcast outlet is considering running segments of your VNR. If your footage is on BetaSP, Digital Betacam, DVC-Pro-50, true High Definition, or higher-grade formats, and it was properly lit and shot by a professional crew, chances are it will be fine. Footage shot on DV-Cam, Mini-DV or DVC-Pro-25 may be acceptable, but must be reviewed. Pro-sumer and consumer formats are discouraged. Exception example: if you have the only footage recorded of a tornado dramatically destroying a building, sure they’ll run that, with a slug that says “home video.”
· How can I be sure that a media outlet will air my story?
There is no way for anyone to guarantee this in advance. News is constantly changing in real-time. On a slow news day, the media is looking for interesting stories. An experienced PR firm with established media relations can be very valuable. For one thing, they obviously know not to try to schedule your VNR release on a day when the President is slated to make a major policy speech.
·
How can I increase the chances of a media outlet airing my
story?
In addition to the quality standards mentioned above, the general interest level is critical, whether it’s news or feature oriented.
If it’s feature-oriented, it must be warm and fuzzy—tickle the senses and emotions. I recently did a VNR for a major pet food company featuring a dog show. Lots of cute shots of kids with dogs. Each, of course, with the sponsors name/logo innocently in the background (branding). Care must be taken that it doesn’t look like a commercial.
I also did a VNR for a major cereal company featuring a prominent nutritional doctor. The story was New Year’s Resolutions and how you eat healthier. The doctor talked about high-fiber cereals, and the b-roll showed a family consuming the sponsor’s cereals.
In a news-type piece, it must be newsworthy, interesting and objective. While VNR’s have evolved into a popular and practical means of informing, promoting and publicizing, reporters are on guard if a submission appears to contain anything resembling propaganda. If it is controversial, a reporter is not going to put together the story without including some balance.
· What control do I have over what segments a reporter will use from my VNR, and how the reporter will present my story?
None. You certainly can’t imply any conditions or an agenda. If your story is not controversial (i.e.: here’s the problem that affects many people, and here’s the breakthroughs we’ve made in solving it), chances are you’ll have a positive story on the air. If it is controversial, then it’s a case-by-case judgment call as to whether to pro-actively offer an example of an opposing viewpoint.
As mentioned above, many companies opt to continue the process by producing their own complete presentation for their non-broadcast needs.
· Playing devil’s advocate, why would a news outlet want to use my VNR anyway? After all, they have their own camera crews and producers!
If the story and elements in your VNR are appealing to the news bureau / reporter, then you’ve provided them with top-quality materials to easily get a package on the air. Basically, the reporter can bang out one of her two-story-per-day quotas without breaking a sweat! Plus, if you’re promoting your VNR nationally, the network doesn’t have to hire or fly a crew to your location.
· How can I find out what media outlets aired my story?
Two cases:
1. You have a national story, and your PR firm has arranged fiber-optic / satellite time to play back your VNR. Your PR firm has contacted hundreds of media outlets, local and national, informing them of the story and giving them the coordinates so they can tape your VNR as it comes down the pike at the scheduled time.
In this case, who knows what outlets will actually run the story, and at what time? Here, the Master Tape can be encoded with a digital signal. The PR firm can commission a national monitoring service that tracks all broadcasts. They provide a market-by-market database listing each airing.
2. You or your PR firm have personally contacted media outlets and either offered an exclusive, or have gotten positive results promising a specific airing on a network or a small number of stations.
In this case, just have someone tape it off the air. There are also dedicated video monitoring services that tape all local newscasts and can provide you with tapes for all of them.
· If I get a tape or DVD of my story on a newscast, can I use it in my promotional efforts?
We all know that this is not uncommon. However, all newscasts are copyrighted, and unless you have written permission from the station or network that aired it, anything that’s even close to commercial or promotional use is a violation of the copyright.
If what you are promoting is truly for a “good cause,” stations are often kind in granting such permissions. I have obtained such footage, with written permission, and included it in productions.©2007
James A. Zura. All Rights Reserved.
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