Blueprint: Do’s and Don’t for an Effective VNR Campaign

The ABC's of VNR's are in flux. In a post-September 11 world it is much harder to get airtime for VNRs than it was before that awful day. "There used to be more room for
fluff," says Doug Simon, president-CEO of New York-based D S Simon Productions Inc, which produces and distributes more than 150 VNRs a year for clients like Best Buy, Bristol-
Myers Squibb, Colgate-Palmolive and IBM. "But with 9-11, and the war in Iraq, reporters and producers are paying much closer attention to content." VNRs, which are generally
picked up by local broadcast stations, network affiliate news feeds and syndicated programs, generally cost between $20,000 and $25,0000 to produce. That's why it's crucial that
VNRs be crafted with great care before they're distributed. "If you're not willing to tell a story that's not overly commercial and doesn't provide significant viewer value, save
your money," Simon says. To get a better handle on changes in the VNR field, PR NEWS asked Simon to provide the essentials tools to producing a successful video news release (VNR)
or B-Roll campaign.