Thursday, March 10, 2005

Still Don't Get It 

After the trouble the Federal government has had with VNRs and "fake news," you would think government public affairs practitioners would think twice about using one. Apparently some haven't learned, as the LA Times has reported.

We are considering a VNR for a private firm with an interesting technology, and the vendor is advising us to use a satellite media tour instead. We believe this might be too cautious. The private firm is not using taxpayer money to make a VNR, and its news is not politically sensitive. We don't think editors will care.

The key to all VNRs, of course, is news, and that is why many are bad. Too many practitioners and marketers are unable to tell the difference between news and hype.

(Thanks to my colleague, Mike Millican, for spotting the story.)


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