In its "PR Toolbox" section, PR Week asks how audio news releases (ANRs) can avoid "the recent controversy that's surrounded video news releases." Ryan McKenna of the radio PR firm North American Network suggests not using the word "reporting," for starters (advice the USDA's Broadcast Media & Technology Center doesn't follow). "Most likely, your narrator is a voice talent, not a reporter. ... Just don't use that word." McKenna also suggests making the ANR "journalistically viable," with an objective, factual tone. At the same time, he says "your spokesperson can and should be an advocate for the story," but should be "a clearly identified, real person" using their real name. But McKenna perpetuates a major problem with "fake news" by saying ANRs should be structured "like a news report you'd hear on the radio."
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