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PRINT NEWS ORGANIZATIONS LIKE 'TIME' TURN TO VNRs

 PRINT NEWS ORGANIZATIONS LIKE 'TIME' TURN TO VNRs
 NEW YORK, Jan. 21 /PRNewswire/ -- Television news viewers nationwide


saw Time Magazine editors discussing their exclusive interview with former Soviet President Mikhail Gorbachev, and their selection of television magnate Ted Turner as Time's "Man-Of-The-Year."
 Both stories, which aired on local and network newscasts across the country in December, were video news releases distributed to television by Time Magazine, one of the nation's premier print news organizations, through Medialink, the Video Public Relations Network.
 What the viewers of those television news segments were seeing was a new trend in action -- the cross-media opportunities of video public relations.
 Newsmagazines and newspapers have distributed press releases about their major stories to television broadcasters for years, but these releases have been of the traditional kind -- typewritten releases mailed, faxed or wired to producers or editors working in a medium of moving pictures. Now, spearheaded by Time Magazine, print news organizations are reaching out to television news with video, shooting their own footage of their stories being reported, and distributing the video by satellite.
 "Time Magazine's decision to use VNRs to inform the television viewing public of its news demonstrates that video public relations extends beyond the public relations aims of corporations and associations," said Nick Peters, Medialink vice president. "It's a powerful statement when a major news organization uses VNRs and Medialink to get its story out to other news organizations."
 The Gorbachev VNR, delivered via satellite to television newsrooms nationwide, featured comments from Time's chief of correspondents, John Stacks, who conducted the interview, and still photos of the Time Magazine cover and of Gorbachev. Time's producer also included slates of key Gorbachev quotes from the article.
 Time producers edited the footage late into the night of Friday, Dec. 13, 1991, for satellite distribution via Medialink the next day. More than 700 television stations had been alerted to the last-minute transmission beginning Friday evening via the Medialink Newswire, the only high-speed satellite transmission alert service connected to every television newsroom in the United States.
 Two weeks later, Time Magazine again turned to Medialink for distribution of a VNR featuring its surprise Man-Of-The-Year, Ted Turner.
 The VNR included a graphic representing the Time Magazine cover with Ted Turner's picture, and sound bites with Time Assistant Managing Editor James Kelly and Associate Editor Priscilla Painton. Distribution of the VNR was strictly embargoed until one hour before the high-speed urgent satellite feed alerts to television stations, including the name of the winner, the full Time VNR script and satellite coordinates.
 Medialink, the Video Public Relations Network, operates with Associated Press Broadcast Services the Medialink/AP Express Newswire, transmitting VNR advisories to more than 700 television newsrooms. Medialink is headquartered in New York, with full-service offices in Los Angeles, Chicago, Washington and London.
 -0- 1/21/92
 /CONTACT: Nick Peters of Medialink, 212-682-8300, or Mary Churchill, 212-370-2525, for Medialink/ CO: Medialink; Time Magazine ST: New York IN: PUB SU:


GK-FC -- NY045 -- 1753 01/21/92 11:08 EST
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Publication:PR Newswire
Date:Jan 21, 1992
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