At last weekend's Midwest Journalism Conference in Bloomington, Minnesota, Dave Beal reports that Lynn Casey [3], the CEO of the PR firm Padilla Speer Beardsley [4], referred to the controversy over video news releases [5] as a "wake-up call" for the PR industry. Casey, who is a director of the Council of Public Relations Firms [6], told the audience that a task force has been created to review the voluntary guidelines on VNRs. "Sometimes you need to hit bottom before a true cleansing can begin," she said.