In a column labeled “TV Crime – Fake News,” the Nashville Scene recently took a local TV station to task for running a video news release without attribution.

According to the Scene, the station picked up a story from a network news feed that was developed from a VNR but not labeled as such, leading a local weekend producer to believe it was a network news package and hence “kosher” to use as news. Was that a crime?

The Radio-Television News Directors Association (RTNDA) guidelines for the use of VNRs direct managers to determine if the station is able to shoot the video itself or get it through regular editorial channels. If a VNR is used, the stations should clearly disclose and label the origin of information.

RTNDA says stations should determine if the VNR follows the same newsroom standards they have regarding conflict of interest and editorial processes. Producers should question the source of all videos, including network source feeds. (Complete RTNDA VNR Guidelines: http://www.rtnda.org/foi/finalvnr.shtml)

Did the local news producer question the source? Did he assume a story about tax preparation during tax season is hardly controversial or even questionable, especially if its central interview was with the CEO of the second largest tax preparation service in the country? What should he have done? And did the tax company waste its resources producing the VNR if it was going to be so closely scrutinized?

In testimony given before a U.S. Senate Committee last year, national PRSA President Judith Phair said the society recognizes that in strategic communications planning, VNRs can be valuable tools promoting the free flow of information. But, they should be produced and disseminated with the highest levels of transparency, candor and honesty.

Phair also testified that VNRs should provide broadcasters with all the needed information to decide the best usage. Disclosure to the public, however, is ultimately the responsibility of broadcasters.

The lesson: Everyone involved needs to do the right thing. Public relations practitioners should ensure that any VNRs they produce clearly identify the sponsoring organization (client or company paying for the piece.) They should focus on using VNRs to meet public information needs and interest.

The broadcast media, in return, should carefully weigh the value of using the video. If used, it should clearly identify the source, either in audio or in on-screen credit.

When produced following a high ethical standard, and aired by those same standards, VNRs can provide helpful information. And using them is hardly a crime.