DISCLAIMER: this is not a political post.
The Bush Administration is being criticized for its use of a video news release to publicize a new Medicare law.
As I read the coverage, it is interesting to see how video news releases are characterized for the layperson. Some are calling the tactic into question. Please. The issue is HOW the VNR was used. Most VNR production companies counsel you to never use actors to create contrived scenes in a video news release. Real people are interviewed on the news you should do the same to increase your chances of getting airtime.
Unfortunately actors were used, posing as reporters. Quite frankly, as suspect as these details might appear, I think the news outlets should also be called into question. If the stations were interested in the story, they could have used b-roll and edited the script accompanying the piece.
The VNR is still a forthright, effective tool in the public relations arsenal. Used wisely, it augments local tv news and everyone wins.
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