Producing Quality Video News Releases on a Shoestring Budget

by Debra Osborne, APR

Published in The American Journal of Health Communications

A 1997 Reader's Digest study found that 72% of adults are becoming increasingly active in their health care, with 62% considering it important to do so. In their search for additional health care information, adults are turning to their local media and, increasingly, to the Internet.

Reporters and Internet news providers are responding to this tremendous increase in consumer demand by constantly searching for non-biased, accurate health care information that can be disseminated quickly. The ideal story combines a national trend with a strong local angle. Creating a video news release (VNR) that balances local and national interests will ensure its success.

At the NPHIC meeting last fall, the Centers for Disease Control and Prevention (CDC) unveiled an aggressive multimedia campaign for the Morbidity and Mortality Weekly Report. A key aspect of this campaign included a weekly VNR. In their pilot VNRs, the CDC expertly balanced their industry experts with strong local angles and contacts. These pilots were well received by the media.

Research [1] has shown that 90% of television stations use VNRs. In addition, 74% would like to receive more non-biased, factual public health VNRs. The key here is non-biased and factual. If you have a story that has mass consumer appeal, you might have the makings of a VNR. Of course, there are other factors to consider; so let's start at the beginning. Why should you, with your limited budget and resources, create a VNR?

Why a VNR?

We've all been through it. We spend hours getting the "right" reporter to interview the "right" medical expert. We provide media training. We review key messages. We discuss how to handle the "tough" questions. Then the big day arrives. The expert says what he is supposed to, and besides a couple near misses, everything goes just fine. We anxiously await the resulting interview. Then we see it. The only thing that's used from the entire interview was, "Yes, it's a pretty nasty disease." That's it! WE could have said that! This is when we wish we had created a VNR.

Producing a strong, factual VNR can help you communicate your key messages to a much larger audience. When you write and produce a VNR you have control over the output. You can ask the expert to restate things more simply, determine which quotes are used, highlight necessary research and ensure your key messages are delivered. However, you will need to balance this with what the media is looking for if you ever want your VNR to see the light of day. Thus begins a delicate balancing act - communicate your key messages in such a way that it's newsworthy, the points are made quickly, and there is a slight punch to it.

The first step is to develop standard criteria for turning a story into a VNR. Create a "Criteria for a VNR" document. Clearly stating this criterion can prevent any appearance of bias and help others understand that this is not a political forum, but an educational one. At the very least, your evaluation criteria should dictate the story be:

• Newsworthy
• Timely
• Appealing to a mass audience
• Not too dry

The aforementioned Reader's Digest study identified ten topics that adults are most interested in. If your story involves any of the following topics, create a VNR:

1. Heart conditions
2. High blood pressure
3. Stress or anxiety
4. Arthritis
5. High cholesterol
6. Allergies
7. Diabetes
8. AIDS
9. Depression
10. Osteoporosis

After reading this, if you still have a story you think is "VNR-worthy," it's time to see if it can pass the media test.

What the Media Needs in a VNR

Because of the high consumer demand for more health care information, the media has a real need for high-quality, non-biased, factual stories. They want to cover national trends with a local impact. Chances are, if there is no local angle to the story, the media will not use it. So what is important to the media? They want:

• Timeliness - why should I use this NOW?
• Quality - is it the same high quality we use at the station?
• Video - does the visual picture match the audio track? Is the footage unique?
• Good information - is this factual, relevant information?
• Community interest - would my constituents be interested in this?
• Other: Are there strong sound bytes? Is there a local angle? Does the topic lend itself to potential sidebar stories? Is it from a reliable source? Is it biased? Do the experts come across well on camera?

When are VNRs not used by the media? they are not used when there is:

• A perceived bias.
• No interest in public health.
• No local angle.
• Poor quality footage.
• No timely information.
• No time in newscast.
• Other problems: too long, not in laymen's terms, too generic, inaccurate information, not enough detail.

Is any of the above information a huge surprise to seasoned communications professionals such as ourselves? Well, no. But it will certainly help us convenience others to keep the VNR "pure." Take this information on what the media does and does not want in a VNR and incorporate it into your Criteria for a VNR document that we discussed earlier (the one you thought you could skip, uh-huh, caught you!). Keep referring to this information throughout the creation of your VNR.

What goes in a VNR?

A VNR has the heart of a news segment,but the soul of a news release. It's a graphical representation of a news release. The goal is to make it look like any other segment of a typical newscast, only longer.

Begin by telling them what you are going to tell them. Use experts and patient success stories to tell them. Wrap up by telling them what you've told them. Create the VNR to be longer than an actual news segment to allow each station to edit it into something specific for their needs. Members of the media hate using the same footage everyone else uses. By providing them with a variety of shots, you are allowing them to customize the story, thus increasing the chance it will be used.

When the CDC created a pilot VNR on heart disease, they were sure to include footage from a small town participating in a heart-healthy program. This program helped the entire town learn heart-healthy behaviors through a variety of interactive programs. They also found other towns participating in this same program and included that list in the support materials they distributed to the media. The media liked this extra touch.

So we know why we need a VNR, what the media wants (and doesn't want), and what goes in a VNR. But how do we actually go about creating one? I thought you'd never ask.

Creating the VNR

The process of creating a VNR can be a little overwhelming. It helps to take it one step at time. Allow a minimum of two weeks for this process. I have seen it done in one, but the approval process alone can call for more time than that.

Begin with a timeline. There are several steps you need to take and factors you need to consider to create a realistic timeline. Your approval process is a big consideration. Here is an example of the activities to include in your timeline:

1. Story idea - run it through your Criteria for a VNR document. If it passes, identify experts, conduct additional research and identify key messages. Walk through the VNR mentally and begin drafting the script.
2. If you are going to distribute this via satellite, coordinate deadlines with the satellite distribution company. If you are going to distribute them via courier or delivery service, allow the appropriate delivery time.
3. Conduct a story meeting with key participants. Discuss the overall feel of the VNR, proposed format, ways to graphically enhance the story, solidify interviewees and finalize key messages.
4. Create the script and accompanying materials.
5. Begin filming interviews and b-roll, using the script as a guide. Create any additional computerized graphics
6. Utilizing interview transcripts and your draft of the script, create the final draft of the script and support materials. Route them through the necessary approval process.
7. Begin editing the footage, b-roll and computerized graphics into the VNR, use the script as a guide.
8. Using the approved script, finished editing the VNR and add the voiceover to the video.
9. Prepare all accompanying materials. Be sure it is ready to be uploaded to your web site and easily faxed to ensure rapid distribution.
10. SEND!
11. Conduct an evaluation campaign

As you plan your timeline, be sure to allow ample time for writing the script. The writing is the most crucial part of the entire process. Even if you have the best footage and the hottest graphics, if your overall message is garbled, or worse yet, if it's entirely political in nature, it will never be used.

Hiring Outside Help

Some public health departments have a highly talented audio/visual department right on staff. If you're one of them, consider yourself lucky. For the rest of us, we need to turn to outside vendors to help us put our VNR together.

"When looking to hire someone to help you with your VNR, make sure they have worked in the news realm in the past," recommends Jeff Gray, executive producer at iXL, a leading Internet/production company. "They need to know the style news directors look for, the type of b-roll, how to tightly edit the piece, use natural sound, and the 'run and gun' style of filming. Someone who's only experience is shooting a wedding won't help you here."

You can find help at a post-production or production/post-production company. These types of companies can walk you through the entire process.

"When talking to a video production/post-production company," said Gray, "ask them what kind of work they do. If they just do weddings or commercials, keep looking. You want someone who has some kind of medical experience in the past - medical based broadcast news is preferred, but even corporate videos for medical companies will suffice. They'll need to flavor the science with a hint of entertainment."

When filming, remember 30 - 40 minutes of footage will probably result in enough usable footage to fill your two minutes, with a little b-roll left over to tack on at the end. Here are some things to consider as you begin to edit your VNR:

• The footage should graphically depict what the script is describing.
• Use rapid cuts over slow fades.
• Find footage that helps explain the medical topic. Animated graphics showing the part of the anatomy your are discussing is helpful.
• Make sure your logo is on all graphs and charts.
• Include extra interviews at the end so stations can individualize their coverage.

What accompanying materials do I send with the VNR?

When the VNR is distributed, there needs to be supporting materials to accompany it. The purpose of these materials is to provide the media with everything they need to cover the story. Typically these materials include:

• Satellite advisory - an announcement of the availability of the VNR along with the satellite coordinates and time the VNR will be available for downlink.
• VNR script - a complete transcription of the VNR accompanied by "stage" directions. Be sure to include names, pronunciations and titles of those interviewed.
• Release on topic - a standard news release.
• Fact sheet - be sure to include the proper spelling and pronunciation of all clinical terms.
• Q&A with key interviewee.
• Additional contacts - any alternative source reporters can use to corroborate the story and create a local tie-in. Because all stations are looking for a way to localize the story, include any ideas and contacts that may be of value to them.

Did it work?

We all need to justify our programs, so how do you justify a VNR? There are a number of ways you can measure its success:

• Suggestion/comment from on the Internet. Offer a short and simple comment form in the media section of your web site. Cover such topics as did you receive it, was it helpful, did you use it, why or why not.



• Advisory board creation/conversations. If you don't already have a media advisory board made up exclusively of members of the media, create one. An advisory board can serve as a sounding board for proposed campaigns. After you distribute your VNR, call them. What did they think of it? Too long, too short? Was it factual enough? Was it boring? Be honest and upfront with them, and they'll return the favor.



• Video clipping service. Many clipping services offer video-clipping services too. They track nationwide news stations and can send you a copy of the script in which your piece was mentioned.

When done properly, VNRs can be the one of the most effective ways to communicate to a demographically diverse. Keep them short, factual and non-biased and you'll be able to take your key messages further then you ever thought possible.