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#IAmNotADictionary Phrase Of The Day: VNR (Video News Release)

#IAmNotADictionary Phrase Of The Day: VNR (Video News Release)


#IAmNotADictionary Phrase Of The Day: VNR (Video News Release) – A video news release (VNR) is a video segment made to look like a news report, but is instead created by a PR firm, advertising agency, marketing firm, corporation, or government agency. They are provided to television newsrooms to shape public opinion, promote commercial products and services, publicize individuals, or support other interests. News producers may air VNRs, in whole or in part, at their discretion or incorporate them into news reports if they contain information appropriate to a story or of interest to viewers.

Critics of VNRs have called the practice deceptive or a propaganda technique, particularly when the segment is not identified to the viewers as a VNR. Firms producing VNRs disagree and equate their use to a press release in video form and point to the fact that editorial judgement in the worthiness, part or whole, of a VNR’s content is still left in the hands of Journalists, Program Producers or the like. The United States Federal Communications Commission is currently investigating the practice of VNRs.
From June 2005 to March 2006, the Center for Media and Democracy documented television newsrooms’ use of selected video news releases (VNRs) and satellite media tour (SMT) “interviews.” While these 36 examples represent less than one percent of VNRs offered to newsrooms each year, this report provides the most comprehensive survey of fake TV news to date.

Click on the links below to read more about each VNR or SMT, including the client(s) that funded it, the TV stations that aired it, and the deceptive techniques that newsrooms used to disguise it as genuine journalism. You can also compare Quicktime videos of the original VNRs with selected newscasts that incorporated them.

004_tbl_img.jpg A Fake News Report About Fake E-Mail
Trend Micro
A software company VNR is nationally syndicated through the Tribune network.
010_tbl_img.jpg Safety Information Sold Separately
Stiefel Laboratories
A pharmaceutical company dodges federal regulations through fake TV news.
036_tbl_img.jpg Work Woes at WBFS-33
Towers Perrin
A Florida newscast uses a station reporter to disguise a VNR as journalism.
002_tbl_img.jpg “Is Your Child Constantly Sick?”
Quest Diagnostics
An L.A. station drops a two-minute medical commercial into their newscast.
006_tbl_img.jpg Shopping Advice from a Store-Bought Expert
Panasonic, Namco, Techno Source
A seemingly-impartial consumer advocate shills for three corporations.
016_tbl_img.jpg A Planted Story on Ethanol Plants
Siemens AG
Five stations run an optimistic news feature that’s secretly fueled by profit.
030_tbl_img.jpg Prescription-Strength Spin at WCBS-2
Leiner Health Products
A top-market station turns a corporate VNR into an imbalanced medical feature.
001_tbl_img.jpg A Spitting Image of Genuine News
American Dental Association
The Fox Network adopts a dental industry VNR and distributes it nationally.
032_tbl_img.jpg Changing the Past, One Newscast At a Time
General Motors
Three stations help GM stake a false claim in Internet history.
014_tbl_img.jpg The “Internet Mom” Strikes Again
Texas Instruments, Motorola, Nokia, Swiffer
A TV tech expert is secretly paid to promote consumer electronic products.
023_tbl_img.jpg Steering Wheel Spin On Three Newscasts
Siemens VDO
A fake report on state-of-the-art car mechatronics is purely corporate-driven.
007_tbl_img.jpg Journalistic Malpractice at WSYR-9
A Clear Channel station inflicts fake and misleading health news on their viewers.
018_tbl_img.jpg Pharma Deception in San Francisco
Half of a station’s “medical breakthrough” story comes from a drug company VNR.
005_tbl_img.jpg What’s In Your Newscast?
Capital One
An NBC station scams its viewers with an anti-scam VNR from a national bank.
003_tbl_img.jpg At Halloween Time, the Candy Ads Dress Up as News
Masterfoods, 1-800-Flowers
A St. Louis TV reporter does a word-for-word re-voice on a publicist VNR.
035_tbl_img.jpg A Few Good Wrenches
General Motors
Three stations run a VNR designed to help GM recruit young mechanics.
009_tbl_img.jpg Bad Business in Beantown
Toshiba, Fisher Price, Scholastic Media
A New England NBC affiliate serves viewers a Christmas sham.
013_tbl_img.jpg Technology Report Secretly Has Intel Inside
A Sinclair-owned station keeps deceiving their viewers with fake journalism.
022_tbl_img.jpg VNR Gets Extra Mileage Out of Car Commercial
A news report about a Cadillac ad is actually a Cadillac ad itself.
033_tbl_img.jpg A Press Push for Pancakes
General Mills
Four newscasts deceive their viewers with a stealth ad for Bisquick.
015_tbl_img.jpg Sandwich Spin, Served Up Fresh
Local stations make a cold cut combo out of a Subway VNR and SMT.
028_tbl_img.jpg Dodge is My Co-Pilot
Three stations air a VNR that promotes child safety (and Chrysler-brand vehicles).
031_tbl_img.jpg Spinning the Other Way at KYW-3
A Philadelphia station runs an unlabeled VNR but reverses the story’s context.
021_tbl_img.jpg Coverage They Can Count On
General Motors
A Michigan newscast delivers an uncut VNR about GM’s corporate HQ.
008_tbl_img.jpg “Accidental Housewife” Intentionally Hides Her Sponsor Ties
Knowledge Adventure, Brother, Build-A-Bear, Tide-to-Go,
A TV homemaking expert just happens to love all her clients’ products.
017_tbl_img.jpg Unfiltered Spin from an Internet Porn-Blocker
L.A. station adapts a promotional news release about a child-safe search engine.
020_tbl_img.jpg Culinary Advice Served From a Can
Hass Avocado Board, Heinz, Canned Food Alliance, Circuit City
On two newscasts, a pair of clowning chefs dish out the paid product promotion.
011_tbl_img.jpg Journalism-on-Loan
Sallie Mae
The nation’s “#1 paying-for-college” company also pays for favorable news coverage.
027_tbl_img.jpg Valarie D’Elia: Frequent Flying Flack
Sandals, Viking River Cruises, Air Tahiti Nui
A travel expert stars in corporate VNRs, then smuggles them into her own TV reports.
034_tbl_img.jpg Nashville Station Cheats on Tax Report
Jackson Hewitt
A local ABC news story is secretly filed by a national tax preparation franchise.
029_tbl_img.jpg The Buzz Gets a Rush
Victoria’s Secret
A morning show that delivers “news with personality” also delivers VNRs with T&A.
025_tbl_img.jpg Pay No Attention to the Man Behind the SmartScreen™
AdSpace Networks
A CBS station runs fake report on high-tech mall displays.
012_tbl_img.jpg No Accounting for Ethics
American Institute of Certified Public Accountants
A Southern ABC station runs a rock & roll news story secretly planted by CPAs.
026_tbl_img.jpg A Fresh-Cut Front For the Flower Flacks
Flower Promotion Organization
A planted Valentine’s Day report secretly stems from rose peddlers.
024_tbl_img.jpg Inorganic Chemistry at KOKH-25
Oklahoma City station runs a fake news feature from an online-dating service.
019_tbl_img.jpg A Ruse By Any Other Name…
Matrixx Initiatives
An NBC station tries to turn a brand-name VNR into a generic news report.


Creator:; Owner: iSpitMarketing & Consulting Solutions; CEO: Monkeybread Multimedia Conglomerate, Sporty Marketing Firm & Temp Agency. Marketing Director: Star & BucWild Enterprises Visionary | Philanthropist | Innovator @King_Spit

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