"Only 40% of PR pros are considered 'trustworthy' to the press," according to an annual survey of broadcasters [3] conducted by the PR firm D S Simon Productions [4]. The survey (of an unknown number of newsrooms) revealed that 84% of newsrooms "are allowed to use third-party video," such as video news releases [5], but 58% "now require management to sign off on this footage before it airs. A similar trend has emerged with satellite interviews [6]" -- sponsored, and often canned, TV interviews conducted remotely -- "87% of newsrooms allow it, but 40% require management approval beforehand." O'Dwyer's reports that "restrictions on video and satellite feeds can almost certainly be attributed to increased pressure for VNR disclosure [7]." Doug Simon [8] explained, "Pitching stories to broadcast is changing and it's going to continue to be challenging. ... The clear new avenue is getting content on the web." Simon estimated that "95% of all news stories now go online."