ABSTRACT
Digital Age technology has made it easier for organizations to tell their stories without having journalist gatekeepers. Direct-to-audience videos provide an unfiltered message. While content marketing involves a variety of media, video—in the form of video news releases (VNR) and direct-to-audience videos—is an especially effective medium for making an emotional connection. Once delivered to journalists via videocassettes or satellite uplinks, VNRs are distributed online and through social media, often through professional distribution services such as Business Wire and PR Newswire. VNRs and direct-to-audience videos must contain information relevant to the target audience. Any essential additional information accompanies the video's link. However, more traditional VNRs accommodate journalists' needs. In the case, the goal is to give journalists editorial flexibility to meet each media outlet's particular needs. The role of a strategic writer in the production of a VNR or direct-to-audience video is to produce a two-column script.
