Definition of video news release (VNR)

public relations material (often about an organization or a new product) produced in a video newscast format and distributed to the news departments of television stations to be aired as a news item in a regularly scheduled newscast. VNR's are scrutinized by news directors, 80% of whom will edit the production in keeping with the particular news broadcast format. Undocumented material will not be accepted, and material that is too biased, too promotional, or too controversial will not be aired. A typical VNR for a new product, for example, runs about two to three minutes and features interviews with corporate executives, shots of the new product in production, and historical shots of the company and its background.