Video Pumps Up PR
Despite a significant increase in the demand for healthcare news, TV stations are faced with serious budget cutbacks and often don't have the resources to produce the medical stories their viewers demand. As a result, stations are increasingly turning to video news releases (VNRs), b-roll packages, and satellite media tours (SMTs) to satisfy viewer demand. (See PE, "Survey Shows TV Preference," August 2002.) Although stations are using more health-related public relations video tools than ever, producers have also raised their standards. The VNR or b-roll that received more than a hundred airings five years ago-such as a flu medicine release during cold season-may fail to draw the same kind of audience today. Similarly, companies need harder news angles to persuade reporters to schedule interviews with their spokespersons during satellite media tours. This article outlines a decision process that will help pharma PR practitioners decide whether to produce a video news release, a b-roll, or a satellite media tour. Once they decide to go forward, it will help get the best results-and keep the budget in check.