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Judging by the uproar, you’d think the video news release (VNR) were an insidious invention of the Bush administration. Political reporters, like Claude Rains in Casablanca, are “shocked … shocked!” to find that some TV news reports are prepackaged by government groups and corporations. Of course, the practice isn’t new. For a refresher, Shoptalk caught up last week with Chris Kropp, a VNR titan during the early ’80s (“PR’s golden era”) while at Burson-Marsteller. Kropp says he went after news directors with limited budgets and imaginations and a predilection for puff pieces.
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