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Video News Release

As with printed news releases, a video news release (VNR) is used by strategic communication or public relations practitioners to express a targeted message to specific news media outlets. Media outlets may incorporate the video provided in VNR form into the framework of an original news story or simply air the VNR. The broadcast of VNRs without indicating their source raises ethical concerns, and federal regulators in the United States have considered it a violation of sponsorship identification rules. This entry explores the definition of a VNR, how VNRs are used, and concerns about the use of VNRs.

A VNR is generally created by strategic communication or public relations practitioners and usually takes the form of about a 90-second to 3-minute news story. The careful ...

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