Submitted by Diane Farsetta on
Revelations about U.S. government attempts to shape the news by paying pundits and producing video news releases have fueled a debate "about whether news reports and opinion pieces provided to media outlets" that "were developed and paid for by government agencies" should be disclosed as such, reports Newsday. More money might enter the system in 2005, according to PR Week. "Factors such as a shrinking news hole and increased competition have prompted companies to explore other ways to get VNRs aired. ... Most broadcast PR companies are now encountering requests to ensure placement in a non-traditional way for the PR industry - by paying for it." Popular VNR topics include healthcare, technology, "fluff" pieces and behind-the-scenes stories.
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