Video news releases: Effects on viewer recall and attitudes

Video News Releases and the Public: The Impact of Source Labeling on the Perceived Credibility of Television News

“…The production and distribution of VNRs by public relations organizations is also understandable. One academic study found that television viewers rated an unlabeled VNR prepared by a corporation as more credible than a similar advertisement from that company (Owen & Kaarh, 1996). Given both the widespread use of VNRs and news organizations' concerns with maintaining their own credibility, it is surprising that little research has examined the relationship between VNR use and news credibility.…”

Brand Placement: A Review

“…Combining elements of advertising and publicity, hybrid messages may generate more persuasion than do more traditional advertising appeals. For example, a video news release was found to carry more persuasive impact than a similarly constructed advertisement, and the degree of difference depended upon the credibility an audience member gave to television news programs generally (Owen and Karrh 1996). Research into various advertisinglpromotion combinations could tell us whether these messages gather more attention, are viewed as less threatening, are attributed to more credible sources, or work through other processes.…”

Painting a picture of America's nonprofit foundations: a content analysis of public relations photographs distributed through online wire services

“…Scholars have examined the impact of news releases on a variety of audiences, including the general public and the media (Curtin and Rhodenbaugh, 2001;Callison, 2003) as well as the impact of video news releases (Owen and Karrh, 1996;Harmon and White, 2001). Recent research has even explored the usage of social media to distribute information to key audiences through blogs (Taylor and Perry, 2005;, social networking sites (Sweetser and Lariscy, 2008;Waters et al, 2009), and the social media news release (Solis and Breakenridge, 2009).…”