My dad brought to my attention PR Watch’s report on TV news stations airing video news releases (VNRs), which are video press releases produced by corporations, the government, or non-governmental organizations for easy “plug-and-play” use by news stations. Often the local outfits will create what looks like an editorial piece that, in actuality, consists mostly of video footage given to them by one of these organizations (and which obviously slants in favor of the organization) without any disclaimers about the source of the content.
Two hits in Sacramento (KMAX 31 and Fox40) on their list of 77 stations, both regarding the American Dental Association’s spot on a new screening technique that uses saliva. You always knew they were crooked, didn’t you. Yes, I’m talking about all three.
The Sac Rag 
Fox40 needs material to fill that hour newscast.
I worked for a PR agency and it made me very cynical regarding broadcast and print news. We sent out video, audio and normal press releases and our job performance was basically evaluated on how often our clients made the news. PR people are the scum of the earth. “Journalists” who allow themselves to be spoonfed by press releases or PR contacts are no better.
Read Bob Shallit’s column in the Bee. He’s nothing more than a clearing house for local PR firms. How often does he have a timely anecdote related to him by some partner or general manager from a Sacramento agency?
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