Ethics Moment – VNRs

Your company is introducing a new product. As part of the promotional campaign, your job in communications is to produce a video news release (VNR) for distribution to TV news programs, YouTube and other social media vehicles.

How do you ensure that the VNR does not give a false perception of being produced by a news reporter?

Guidance — Professional Standard 13 Video News Releases

Fully disclose who produced and paid for the VNR, and include contact information in both digital material and the accompanying script. Encourage those using the video clips to clearly identify the VNR source.

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