It is the television version of the printed press release, translating the printed word into the language of moving pictures. The PR industry has defended that VNR is an essential tool of any PR campaign as it effectively promotes campaign to sell product, burnish an image, or promote policies or actions beneficial to the corporation. It allows companies to demonstrate their product in a way that is consumable, shareable, and more interesting than reading material thus enhancing a proactive and all-encompassing marketing and PR campaign.
The Public Relations Society of American (PRSA) in its response to the comment of the Federal Communications Commission stated that VNRs are important tools for communication in a free, open society and that excessive government regulation on the production and dissemination of such materials could have a chilling effect on open communication and work against providing the public with vital, interesting information from myriad points of view and sources.
Reference Public Relations Society of America. Statement of the Public Relations Society of America (PRSA) on Video News Releases (VNRs) Media Release, April 20, 2004. Retrieved January 3, 2008, from http://media. prsa. org/article_display. cfm? article_id=480.