Eleven tips for a successful video news release

1. A VNR must be timely...not necessarily spot news, but certainly about a subject of current interest.

2. The release must truly inform, and when appropriate can even entertain.

3. The story must clearly show how the subject affects the average viewer.

4. Never forget that television is primarily a visual medium. Be sure to include interesting video and/or graphics.

5. Provide interesting on-camera interviews. Besides a company spokesperson, use "real people" interviews to help tell the story.

6. Content. Science, health, sports, business and consumer information seems to peak news producers' interests. Most new produce announcements go from the producer's desk to the trash.

 

7. No blatant commercialism. A VNR never takes the place of an ad. Limit corporate or product identification to legitimate references, audio or visual.

 

8. Keep your edited story brief. Most television news departments don't run a news story over one minute thirty seconds.

 

9. Your VNR will get wider play if you can provide a local angle and a local person to call for an interview.

 

10. Tell the truth. There's no obligation to tell all sides of all stories. But be sure that your facts are factual, that opinions are attributed to someone and that the visuals are honest portrayals of reality.

 

11. You wouldn't let your friend fill a cavity, unless that person was a dentist. And you wouldn't do it yourself. The same principle applies to VNRs. For maximum results, consider use of experience professionals with public relations and news experience to produce and distribute your VNR.

 

Appendix 4

 

First, look at some glossary of the letter below:

Entry = taking someone on a job;

An internship = practice of a student in some organization before being hired;

Impact = effect, influence.

 

Second, try to collect in your minds all the facts of Patrick’s biography in order to characterize him as a person, the style of his letter being another contribution.

Third, speculate upon his chance of being taken on.

Patrick Durant 1240 Victory Place La Jolla, CA 92037

May 15, 2003

Ms. Valerie Lemke Vice President

Nuffer, Smith, Tucker, Inc. 3170 Fourth Avenue San Diego, CA 92103

Dear Ms. Lemke:

 

In researching San Diego public relations firms, your agency is repeatedly cited as a progressive leader in the field locally, regionally and nationally. An entry-level position with your firm is my objective.

I am currently completing a bachelor's degree in public relations at San Diego State University. Sodus’s public relations program was recently ranked among the top two public relations schools in the country by a survey of professionals. I have completed internships Coulee & Butler Communications and the Poway News-Chieftain.

As an entry-level public relations professional, I offer you strong organizational, interpersonal and writing skills. I have helped develop publicity campaigns, including writing news releases, direct mail literature, and public service announcements. I also wrote news stories on city government during my internship with the News-Chieftain.

I am a capable writer eager to practice effective public relations. I admire your firm's commitment to issues management and believe I can make a significant impact for Nuffer, Smith, Tucker, Inc.

Enclosed is a brief resume. I will call you sometime next week to see whether we can arrange an interview.

Thanks for your consideration. Sincerely,

Patrick Durant

 

 

Appendix 5

 

Principles of Effective Communication

Communication is the process of transferring ideas or thoughts from one person to another for the purpose of creating understanding in the thinking of the person receiving the communication.

1. Establish the true purpose (instruction, persuasion, amusement, etc.).

2. Clarify your ideas before communicating.

3. Be aware of prevailing factors (time, place, mood, etc.).

4. Determine the method (oral or written) and channel (e.g. phone, letter, presentation or meeting).

5. Make the communication effective and unbiased.

6. Transmit the message concisely (short and clear).

7. Make sure there is feedback.

8. Be a good listener.

9. Follow-up the effect.

10. Make sure the right information reaches the right people in the right form at the right time

 

Pre-preparation