For those
unfamiliar with this category of video, a quick description: Video news releases (VNR's)
are videos that tell the story of a company or organization's new product or
service. They're produced to run as part of TV news broadcasts, and also as
a way to interest producers of TV talk shows in the product, service, book,
etc. featured in the VNR.VNR's
typically consist of a short video produced to closely resemble a TV news story,
accompanied by freestanding sound bites and B-roll (visuals). VNR'S are
typically distributed nationally via satellite feed.
One example: a Kemp
Communications VNR featuring the Museum of Doll Art in Bellevue, WA was used
to interest producers of ABC’s “Good Morning America” show in doing a major
segment on the museum—nearly 10 minutes, with the museum’s owner on the GMA
set.
In 1997, the Public Relations Society of America (PRSA) Northwest Chapter awarded Kemp
Communications its two top prizes -- both first and second place -- in the VNR category,
as part of its annual "Totem" awards for various forms of public relations.
Some examples of Kemp Communications VNR's:
Nintendo vs. Samsung
Kemp Communications was hired by Nintendo of America to produce a VNR designed to help
generate national publicity about a lawsuit filed against the Korean computer chip maker
Samsung. In the lawsuit, Nintendo alleged that Samsung had illegally sold Nintendo chips
to pirate video game companies involved in manufacturing counterfeit Nintendo products.
The VNR generated significant national coverage.
DDB
Seattle: Dell Computer, Recreational Equipment Inc. (REI), Pep Boys, United
States Environmental Protection Agency
Kemp Communications
has produced a number of VNR’s for the Seattle office of DDB Worldwide. One
was a back-to-school feature for Dell Computer, another was a piece for REI
centered on summer hiking, and yet another was produced for the Pep Boys
auto parts chain featuring summer driving tips. Still another was a VNR for
the EPA which discussed the then-new “Energy Star” program.
COCKER
FENNESSEY—BRITISH PETROLEUM
Kemp Communications
recently produced a video news release (VNR) for Seattle Public Affairs
company Cocker Fennessey and its client British Petroleum. The subject:
changes to BP’s gasoline formulation designed to reduce tailpipe emissions.
The VNR was produced on Beta SP copies for distribution to Seattle-area TV
stations for same-day airing.
