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A video press release by any other name is still a video press release.

DWJ began helping its clients provide broadcast news producers with footage to use in their newscasts way back in 1970. At that time, news was still shot on film. As the practice became more commonplace and the broadcast technology advanced, a name was born-video news releases (VNRs). There was always some confusion over what exactly a video news release (VNR) was. Was a VNR a 90-second edited, scripted story? Did loosely edited b-roll and soundbites count as a VNR? And over the years, video news releases have sparked some controversy. How dare this PR tool be called "news?!" (Although no one seems to mind when you call a written press release a news release.) To eliminate further confusion, DWJ Television has officially adopted a new name for what we have done for three decades. When we put together a short, edited story, we call it a video press release. A video press kit includes b-roll, soundbites and a video press release. By any other name, we are still doing what we have always done-providing TV news producers with footage and story ideas.