A video news release (VNR) is a video segment made to look like a news report, but is instead created by a PR firm, advertising agency, marketing firm, corporation, or government agency. They are provided to television newsrooms to shape public opinion, promote commercial products and services, publicize individuals, or support other interests. News producers may air VNRs, in whole or in part, at their discretion or incorporate them into news reports if they contain information appropriate to a story or of interest to viewers.
Critics of VNRs have called the practice deceptive or a propaganda technique, particularly when the segment is not identified to the viewers as a VNR. Firms producing VNRs disagree and equate their use to a press release in video form and point to the fact that editorial judgement in the worthiness, part or whole, of a VNR's content is still left in the hands of journalists, program producers or the like.
Wikipedia
Crazy Cassandra Frank Zappa described it in the late 80s in an appearance on Arsenio Hall's program, giving an example. He said he'd seen a CNN report purported to be about Dan Quayle preparing to take on a bigger role as Vice President. The image they showed for this segment was one of George Bush in the foreground with a box of popcorn and Dan Quayle walking around in the background. Behind Bush were Dan Akroyd and Kim Bassinger. They're all at the premiere of "My Stepmother is an Alien", a movie produced by Weintraub Entertainment Group. Jerry Weintraub was a friend of George Bush.
...but hey, do what you want...you will anyway.
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