Video new releases (VNRs) are designed to look like real news. Businesses, nonprofits, and government organizations create these video segments that TV news outlets often use on their broadcasts. Footage for VNRs might be of an event, a product or a place, such as a resort or restaurant, or an interview. They contain all of the elements of a written news release in visual form and are meant to be used as a complete story. Although the VNR usually has its own voice over (narration), the TV reporter will often leave it out and do her own voice over.
TV news outlets like VNRs because they help fill airtime without the time and cost of sending a reporter and crew out to shoot the footage and do an interview.
A B-roll is a series of short clips that a journalist can insert into a news story. For example, if a TV reporter does an interview with the CEO of a hospital, their PR team might give the reporter footage of the exterior of the building, the emergency room, or some of the labs, etc, in no particular sequence.
If your budget allows, providing video to a TV news outlet can be a great way to increase your chances of getting coverage.
Adapted from the book You Can Be Famous! Insider Secrets to Getting Free Publicity
