Video news releases are all the rage in PR. But how do you know whether you're going about the task in the right way or hiring the right company?
Here, Jeff Wurtz of News/Broadcast Network, New Canaan, Conn., provides some guidelines for making yours fly:
The producer needs to be sensitive to client goals and perceptions but shouldn't be too reluctant to offer suggestions that will enhance broadcast prospects;
Check for seasonal events you can tie in with the VNR.
The VNR needs to be humanized - told through a person or group of people whose lives are affected by the subject or topic;
Don't flaunt a product or service too aggressively unless it's really news in and of itself - or highly unusual.
When possible, have experts, rather than just corporate spokespeople, provide sound bites.
Shoot the VNR footage as a news story; shoulder-held cameras (when appropriate) and movement often help.
Graphics shouldn't be overdone and allow a few seconds of video before the voice-over begins;
Keep sound bites to a maximum of 20 seconds. Avoid complicated explanations.
Separate the voice-over and the natural sound on different audio channels. Most news producers want their own staffs to voice the piece.
Keep your VNR to 90 seconds since it's likely to get cut. (NBN, 203/972-1887)
