1. Make sure your event is newsworthy.
There is no guarantee that a station will air your VNR just because
you provide them some video. Your VNR must have a significant amount
of interest to the general public, not just a limited few.
2. Schedule your event in the morning
or early afternoon. This will insure that the video crew and producer
have enough time to cover the event, edit the highlights and deliver
the copies to the stations in time for airing on the heavily-watched
early evening newscast. Evening shoots may make air, but might only
make the late evening or early morning newscast.
3. Set up interviews in front of your
logo. You want the most publicity for your organization, so don’t
forget to arrange an area for interviews in such a manner that your
company sign or logo is visible in the background.
4. Notify the stations that a VNR will
be arriving. Try to do this at least 24 hours prior to the event. The
assignment desk must know about any VNR’s which may be on the
way in order to schedule the newscast. For national VNR’s, a story
summary with satellite feed times will be sent to more than 700 stations.
Pitch calls to top-market stations is also an option.
5. Have a printed press release ready.
It is very important for the stations to receive a printed press release
which includes all the details of your event. For local VNR’s,
we typically include the release with the tape that we deliver to insure
that it won’t get lost. For national VNR’s, we will arrange
for the press release to be sent on the wire services.
6. Do not use an on-screen reporter.
Won’t air. Enough said.
7. Consider investing in a mic flag.
A microphone flag with your logo on all sides can increase the awareness
level of your organization by a surprisingly large amount.