VNR at 11

Local news outlets do better in the ratings when they spend more time covering communities and rely less on "video news reels" (or ready-made publicity tapes, also known as
VNRs.) This is according to a recent study from the Project for Excellence in Journalism, a think-tank affiliated with the Columbia Graduate School of Journalism. Lessons for
publicists? Carl Gottlieb, deputy director of the Project, says "don't send [news directors] shlock." Journalists and consumers know when a piece is obviously self-promotional, he
adds, and stations that run VNRs without editing them tend to produce lower-quality newscasts.