ERIC Number: EJ538991
Record Type: Journal
Publication Date: 1996
Video News Releases: Effects on Viewer Recall and Attitudes.
Owen, Anne R.; Karrh, James A.
Public Relations Review, v22 n4 p369-78 Win 1996
Tests viewers' responses to video news releases (VNRs). Shows that viewers assign significantly more credibility to VNR-based messages than to similar advertisements; level of credibility given to newscasts was found to be a significant predictor of VNR recall. Discusses implications for future research into VNR use. (PA)
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Authoring Institution: N/A