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.
Before You Start:
- You need to ask four key questions. What's my story? What value does my story offer to viewers and stations? How commercial (or non-commercial) am I willing to be? Are
there local angles? Planning for the most successful VNR starts by working backwards from how your story can be pitched to the media.
Choosing the Right Tool:
- A video news release provides stations with a ready-to-air produced story plus additional footage, sound bites and background information. A B-Roll package includes the
footage, sound bites and background information only. Which is the right tool for you? If the picture tells the story, you don't need to go to the extra effort to edit a package
and a B-Roll is the pick. If your story is more complicated, stations will need the information provided by the produced VNR. You'll also get more airtime with a VNR.
The Human Touch:
- For medical stories, TV stations rate the use of patients as most important -- more than even doctors -- because it humanizes the message. For non-medical stories, you
also want to include a character who represents the problem the product addresses or was involved in its development. One common mistake is focusing too much energy on identifying
the specific company spokesperson. Unless you are pitching a major business show, the preference of television news is to show company officials only when they are being led away
in handcuffs--not something generally packaged in a VNR.
Putting It Together:
- Don't overlook the basics. Surveys and studies are a way to create a news hook when you are trying to pull a story together. Ideally, you want to get shots of behind-the-
scenes processes consumers don't normally get to see or that stations can't easily get on their own. Character based stories are easier to shoot because any footage of the person
you are focusing on becomes relevant. For example, a boring shot of a person at a computer becomes far more interesting when it shows the investigator who smashed an online fraud
ring. Make sure the script is written conversationally. Shorter sentences are better. Avoid jargon.
Interviewing the Expert:
- A simple cassette recorder is a very helpful tool. It allows you to quickly check sound bites for content and legal approval without delaying production. One important
tip is to avoid editing at the shoot. If there is disagreement about how a sound bite should be said, record both versions.
Reaching Out:
- The distribution effort is often the most important factor in determining the success of your VNR or B-roll. While there has been much hype about some of the digital
delivery systems, surprisingly, more than 80% of stations still prefer receiving videotapes compared with any other distribution method. The majority of placements for all but the
most highly time-sensitive VNRs air more than a week after the initial release, so make sure your provider will be working your story for at least a month to get the best results
for your news story.
Contact: Douglas Simon, 212.736.2727; [email protected]