As a marketer, you face the daily challenge of standing out in an oversaturated media landscape. How do you ensure your story resonates with your audience and grabs the attention of media outlets? The answer might just lie in a video news release (VNR). By combining the power of video production with the strategic impact of press releases, a VNR can effectively tell your story and elevate your brand across platforms.
What is a Video News Release?
A video news release is a pre-produced video designed to provide newsworthy content to media outlets, complementing a written press release. It typically includes b-roll footage, interviews with spokespeople and a clear narrative that aligns with your brand’s messaging. This makes VNRs give journalists ready-to-use content that fits seamlessly into their broadcasts or articles. Unlike traditional press releases, which rely solely on text, VNRs use visuals and audio to connect emotionally with audiences, making stories more memorable and impactful.
Peppa Pig Groundbreaking: A Case Study in VNR Success
The PEPPA PIG Theme Park Groundbreaking event showcases the effectiveness of a well-crafted video news release. The TrizCom PR team created a dynamic VNR by capturing vibrant visuals from the event, including interviews with spokespeople, children interacting with Peppa Pig and key moments like the ceremonial groundbreaking (we had children in pink hard hats, pink shovels shoveling pink sand from a small excavator).
What set this video news release apart was the speed of execution. Within two hours of the event, the footage was edited into a concise four-minute b-roll package. Alongside a press release, the VNR was distributed to newsrooms nationwide.
The result? The story went viral. Media outlets were eager to use the polished, engaging content, which required minimal additional editing on their part. This case study highlights the importance of speed, quality visuals and targeted distribution in achieving VNR success.
Jill Renick Crisis Case: Raw and Authentic Storytelling
On the other end of the spectrum, the Jill Renick VNR demonstrates the power of authenticity in storytelling. Following a devastating family tragedy during Hurricane Harvey, TrizCom PR created a video news release to tell Jill’s story respectfully while minimizing the burden on her grieving family.
Using a simple iPhone, the team recorded heartfelt answers from Jill’s sister to 15 pre-prepared questions. The resulting footage, raw and unpolished, struck an emotional chord with audiences. News outlets across the U.S. picked up the VNR, captivated by its genuine and moving content.
This case shows that VNRs don’t always require expensive production equipment. Sometimes, the authenticity of the story itself is what makes the biggest impact.
Why You Need a VNR in Your Media Strategy
Engages Media and Audiences
A video news release provides media outlets with high-quality, ready-to-use content, making it easier for your story to be featured. It’s an invaluable tool for enhancing your media relations strategy.
Expands Visibility Across Platforms
VNRs work seamlessly across TV stations, social media platforms and online channels, giving your story a broader reach and increasing audience engagement.
Tells a Compelling Story
With visuals, interviews and b-roll footage, a video news release brings your story to life in a way that written press releases alone cannot achieve.
How to Create a High-Quality VNR
Plan Your Narrative
Outline your key message and identify the visuals needed to support it. Whether it’s a joyful event or a sensitive issue, the narrative should align with your products, services and overall branding.
Focus on Production Value
Capture high-quality visuals and interviews that resonate with your audience. Ensure your video is clear, visually appealing and easy to edit for different formats.
Distribute Strategically
Pair your video news release with a detailed press release and send it to targeted media outlets. Tailor the content for social media platforms to maximize reach.
From Event Highlights to Crisis Response: The Power of VNRs
The Peppa Pig and Jill Renick examples highlight the versatility and power of Video News Releases in driving media coverage and audience engagement. Whether you’re celebrating a milestone event or sharing a heartfelt story, a VNR can amplify your message and leave a lasting impression.
Maximizing Media Engagement with a Strategic VNR Approach
Ready to create a Video News Release that captures attention and drives results? Let TrizCom PR help you craft a VNR tailored to your unique story. Contact us today to get started!
About the Author:
Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology, and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.
Video News Release FAQs
What is a Video News Release (VNR)?
A Video News Release (VNR) is a professionally produced video designed to share a newsworthy story with media outlets. It combines visuals like b-roll footage, interviews, and a scripted narrative with a press release, providing journalists with ready-to-use content. VNRs are essential tools for enhancing media coverage, engaging audiences, and amplifying brand messaging across platforms.
Why are VNRs effective?
Video News Releases (VNRs) are effective because they combine compelling visuals and strategic storytelling to capture attention. They provide media outlets with ready-to-use content, reducing production time, and engage audiences more powerfully than text-based press releases. VNRs also enhance reach by performing well on social media platforms, making them a versatile tool for amplifying brand messages.
How to create a VNR?
Creating a Video News Release (VNR) involves planning a clear narrative, capturing high-quality visuals and interviews, and aligning the story with your brand message. Start by scripting key points, then film b-roll footage and spokesperson soundbites. Edit the content into a concise, engaging video, and distribute it alongside a press release to media outlets and social platforms for maximum impact.
How to use a VNR?
To use a Video News Release (VNR) effectively, pair it with a well-crafted press release and distribute it to targeted media outlets. Share the video on social media platforms to maximize reach and engagement. Tailor the content for various channels, including TV stations and online platforms, ensuring it aligns with your brand goals and resonates with your audience.
