1. Do not send the half-inch or VHS tapes that most people use on their VCR machines at home. The quality of this inexpensive format is not acceptable to most TV stations or cable operations. Many distributors send 3/4" tapes that were once the industry standard, but these also are rejected by some newsrooms.
2. Ask stations what they prefer. You don't need to spring for top-of-the-line Beta SP tapes, but you should be prepared to send Betacams to newsrooms that request them. Shop around and you'll find a distributor willing to supply them at a price comparable to that for 3/4.
3. Along with the VNR, send a press release, copies of relevant scientific studies, journal articles and magazine clips.
4. Provide the names and titles of people in your package, with a guide to pronunciation, on the script and on slates at the top of the tape. They should not be seen in the actual package since most stations prefer to use their own font, giving the VNR a look that is consistent with the rest of their newscast.
5. Include extra B-roll. Be mindful about audio as well. VNRs should have one channel of background sound - also known as NATS or BG.
6. If you're hitting four different time zones, it's best to schedule at least two satellite feeds, aiming for morning pick-up on the East and West coasts.