The influence of video news releases on the topics
reported in science journalism
An explorative case study on the relationship between science public
relations and science journalism
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Abstract
A rise in time and cost pressure has led to video news releases (“footage”) becoming
increasingly popular in television editorial offices. Footage represents broadcastable
video material which is made available to television stations by companies and
institutions for reasons of public relations (PR). Its use is, however, problematical since
editorial contents can thus be influenced by third parties. Against the background of the
intereffication model of journalism and PR the question of the influence of footage on
television reporting is explored on the basis of the example of science journalism. To
this end, in a case study 44 German science journalists were asked how they dealt with
this material. The results lead to the conclusion that footage is handled pragmatically. In
addition, within the framework of a contents analysis of transmission data relating to
reporting on the Max Planck Society, the influence of footage material over a period of
nine and a half months was determined (n=274). It was revealed here that almost one
third of the reporting was directly attributable to PR material whereby contributions
induced by footage were represented to a greater extent and were longer than reports
based on news releases. The influence on private stations was greater than that on
public-service channels. This therefore raises the question about binding rules on how to
deal with footage.
Keywords: footage, news releases, public relations, science journalism, science PR,
video news release
1. Introduction and aim
“Video footage is to television what the photo and news release are for the
print media. Footage is becoming ever more popular in television editorial
offices due to the increasing time pressure on editors and the growing cost
pressure on TV producers.” (DAPR – German Academy for Public
Relations 2004)
In practice, video news releases (also called “footage”) mostly find their way into
television reporting as follows: companies and institutions have image material shot and
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A similar article has been accepted for publication in a journal and will be published in winter 2006/07.
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