Government agencies have long distributed prepackaged “video news releases,” or VNRs, to media outlets, as part of their mission to keep the public informed about their policies and activities. The United States Government Accountability Office (GAO) has said that distributing VNRs without clearly identifying the government as their source, as was done on at least two occasions by the Bush Administration, violates laws against covert propaganda. However, to date little has been known about the effects of attribution – or lack of attribution – of government VNRs on audiences.
A study by a team of researchers from Penn State University and the University of Hartford published in the current issue of the Journal of Public Relations Research indicates that the effects of attribution on audiences seems to depend more on who’s watching the VNR than on what the government agency is saying in it. [Read more...]