I'm almost done with Fighting for Air, and it is really good. If you work in the media, if you want to work in the media, or if you care about the media, I highly recommend this book.
One of the things I've learned about is VNR's, which are video news releases. Basically, they are created by PR agencies, businesses, governments, and anyone else who wants their story to be covered by TV news organizations. They're sent to media companies and are either broadcast in their entirety as a "news" story, or they are edited down, or interspersed with a local reporter's voice and even image, as if they're "interviewing" someone from the story. The book has a lot more to say about VNR's, and so do plenty of websites.
I think I saw a VNR tonight: I was watching the news and saw a health story with dramatic music that seemed to have a slick production quality, and even though the local health reporter's voice was in the story, it still seemed too smooth, especially because they were saying that a particular pharmaceutical drug was helpful for the ailment.
I emailed the news station to ask them if that story was a VNR, or if it was researched and produced by the local reporter. I'll see if they respond :D
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