When is a video news release in danger of looking or sounding like a commercial? "A VNR is aired on the news at the discretion of news personnel," Amy Goldwert Eskridge of AGE Productions told PR Week. "So it's important to produce a story that looks and sounds like it was done by the station." The trade publication's PR Toolbox advises potential VNR sponsors, "VNR script should focus on information TV news viewers can use, with a subtle mention of your product as a solution to a problem. ... Avoid anything that looks or sounds staged or over-produced, [Eskridge] says. An experienced VNR producer knows the techniques of getting a newsy shot and can conduct an interview that results in natural-sounding sound bites that impart your key message, while still appearing spontaneous."

This spring, a poll that found half of adult Americans have frequent sleeping problems was reported on "by virtually all of the country's major newspapers and television networks," as well as international media. "Lost in the somber warnings and survey results, however, was that the poll, the proclamations and the press kits that spread the information were paid for by sleeping pill manufacturers," reports the Sacramento Bee. Although the group that released the poll, the National Sleep Foundation (NSF), receives more than half of its income from drug companies, only 17 of 84 newspaper stories "mentioned the foundation's pharmaceutical sponsors." And while the New York public relations firm Zeno Group was touting the NSF poll, it was also hyping the launch of a new sleeping pill, Lunesta. Zeno Group included "a pitch for coverage of the release of the Lunesta sleeping pill" in the NSF press packets announcing the poll results.

"For the bargain-basement price of $29,000, our publication could have been touted by the Hall of Fame quarterback in slots on CNBC and MSNBC," writes PR Week's Julia Hood, about Terry Bradshaw's "Winners Circle" and "Pick of the Week" TV segments. The segments praise companies for their "forward thinking and consistent principles," in what may seem like "a neutral third-party endorsement," but is actually "a paid placement that inconsistently identifies itself as such." The segments are produced by Broadcast News Corporation (BNC), which also pays to air them on MSNBC, CNBC and CNN Headline News. "We're doing this so we can tell a good story about companies," said one BNC producer. PR Week found that MSNBC either ran "a subtle disclaimer" or none at all marking the segments as paid commercial programming.