prwatch.org
Although the number of media formats and outlets has exploded in recent years, television remains the dominant news source in the United States. More than three-quarters of U.S. adults rely on local TV news, and more than 70 percent turn to network TV or cable news on a daily or near-daily basis, according to a January 2006 Harris Poll. The quality and integrity of television reporting thus significantly impacts the public's ability to evaluate everything from consumer products to medical services to government policies.
To reach this audience—and to add a veneer of credibility to clients' messages—the public relations industry uses video news releases (VNRs). VNRs are pre-packaged "news" segments and additional footage created by broadcast PR firms, or by publicists within corporations or government agencies. VNRs are designed to be seamlessly integrated into newscasts, and are freely provided to TV stations. Although the accompanying information sent to TV stations identifies the clients behind the VNRs, nothing in the material for broadcast does. Without strong disclosure requirements and the attention and action of TV station personnel, viewers cannot know when the news segment they're watching was bought and paid for by the very subjects of that "report."
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Samples of Fake News
