keneudy.com: Selective sanctimony

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April 18, 2005

Selective sanctimony

Most of the tools in the public relations business are obvious. In my PR agency, I spend a lot of time with clients helping them simplify their stories — what’s compelling and different about what their companies are doing or offering.

Some public relations tactics, such as the use of video new releases — VNRs — have become controversial. A VNR is about what sound like it is — a video version of the traditional paper news release. Except that it’s on video. Sometimes, it can be downloaded from a satellite.

What has some critics up in arms is that it’s not always apparent to the end-user — the viewer of the TV newscast — who produced the VNR. Some TV news departments credit the source by superimposing it at the bottom of the screen with a message such as “Video supplied by Acme Corporation.” Other stations do not.

Some Mainstream Media (MSM) reporters of late have criticized public relations agencies and their corporate clients for trying to mislead viewers through VNRs.

Please.

Every day print reporters in MSM get information from news releases, fact sheets, background papers, chronologies, biographical sketches and so on provided by public relations firms on behalf of their clients. Do newspaper readers know that reporters have been spoon-fed this information from PR firms? In most cases, no. But you don’t hear outrage from the MSM about this propaganda source.

Selective sanctimony riddles newsrooms.

Posted Apr 18 2005 @ 05:41 AM

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